Pawnbrokers face unique challenges in operating their business, not the least of which are concerns about handling communications related to COVID.
What happens is an employee tests positive? What happens if you need to close your pawn shop due to COVID? How can you assure customers and employees that it’s safe for them to return?
While there’s no single answer that fits every situation, we’ve compiled some tips that may help you navigate, and hopefully avoid, a communications crisis related to Coronavirus.
PLAN AHEAD
Make sure that you have a plan in place that includes a chain of command, contact information for key players, and clear identification of roles in the event of a crisis.
Account access and passwords to social media channels should be accessible to appropriate staff with instructions for messaging. Be sure that any pre-scheduled messages are canceled or paused.
Make sure that you update your hours, if necessary, on your website, Google My Business, and Facebook pages.
TRAIN YOUR TEAM
Make sure that all staff members know their roles.
Identify who is authorized to speak to the media.
Everyone else should be taught this simple phrase: “I am not authorized to speak on behalf of my employer.”
REFER TO PROPER AUTHORITIES
No one expects you to be an expert on public health, but they do expect you to follow the advice of those who are:
KEEP COMMUNICATIONS SUCCINCT
Working in customer service as you do, you’re accustomed to communicating with your audience frequently.
In crisis communications, however, it is more important to be accurate than quick.
Follow these guidelines:
- State only verifiable facts. Don’t guess or make conjectures or predictions.
- Keep message focused
- Provide clear, actionable instructions and details as it pertains to your stakeholders (will your store be closed? how can they complete transactions? are their items okay?)
- Give Context: Include what is known, what is not known, and what is being done to fill in the gaps
