Apologize or Advocate: Choices for Crafting Statements During Pandemic

摘要

As stores and businesses suspended operations in the wake of the pandemic, many sent customers updates of new business hours, closures, delays and service suspensions. There's an important question every organization should ask at the start of a crisis: What do we tell our customers, audience and stakeholders? But at the heart of that quest lies a deeper question: How should we tell them? Let's say there are three stages of a crisis: pre-crisis, crisis and post-crisis. Others break down the middle stage into several additional steps.