Reaching everyone, everywhere: Omnichannel crisis communication strategies

Crises can happen anytime and anywhere, whether it’s a power outage, a severe weather event, a system failure, or a delayed flight. But when those disruptions escalate into major incidents, effective communication becomes crucial.

Recent events, like the fire that knocked out the power supply and shut down Europe’s busiest airport, Heathrow Airport, are a strong reminder of how easily systems can fail and how profoundly those failures impact customers.

If you ask anyone how to keep the public calm and safe, reliable delivery of critical information from trustworthy sources will be at the top of the list.

While websites and information numbers are available for people to visit and call, these channels have limitations. Bottlenecks can occur on websites, slowing load times while call centers struggle to cope with high volumes of inbound calls. This is why the public needs a fast and reliable channel to seek and receive critical information right away.

Common pain points during emergencies

In an emergency, people encounter numerous challenges that can significantly impact their ability to cope and respond effectively. These pain points range from emotional distress and physical discomfort to communication barriers and misinformation. Understanding these challenges is crucial for developing strategies to support individuals during crises and ensure they receive the help and information they need.

1. Lack of information or delayed information

Clear, timely, and accurate information is precisely what is often lacking in crises. The absence of reliable updates can deepen the sense of uncertainty and helplessness, making it harder for individuals to respond effectively to the situation.

2. Communication barriers

Effective communication can be hindered during crises, whether because of damaged infrastructure, overloaded networks, or language barriers.

3. Limited channels

Relying on a single communication channel can be problematic if that channel fails. In emergencies, having multiple channels available ensures that information can still be shared even if one method is compromised.

4. Lack of feedback

The inability to provide feedback or ask questions can leave people feeling helpless and frustrated. Two-way communication is essential for addressing concerns, clarifying information, and providing reassurance. Without this, individuals may feel isolated and unsupported.

5. Lack of verified information

When official sources fail to provide timely and accurate updates, people may rely on unverified information from peers. Informal networks and word-of-mouth can quickly turn speculation into widely accepted “facts.” The urgency to stay informed can drive people to share information rapidly without verification.

6. Fraud attempts

Crises create opportunities for scammers to exploit vulnerable individuals. For example, following the Heathrow airport outage, travelers were warned to beware of scams. There have been some reports of scammers impersonating airline representatives and offering to rebook flights.

7. Emotional distress

Crises can trigger intense emotions such as fear, anxiety, anger, and despair. These emotions can be overwhelming and affect a person’s ability to think clearly and respond effectively.

Critical comms best practices

Recognizing the impact of communication failures on customer experience during crises calls for implementing and maintaining critical communication best practices. Remember John Bailey’s quote when implementing critical communication: “Crisis management is always first and foremost about people.”

1. Act swiftly when minutes matter

In a crisis, every minute counts. A quick response is essential to manage the situation effectively and minimize harm. Ensure your communication team is ready to act immediately, providing timely updates and instructions. Swift action can prevent the spread of misinformation and help maintain order.

2. Prioritize transparency

Being transparent about the situation builds trust and credibility. Clearly communicate what is known, what is being done, and what steps are taken to resolve the issue. Even when the news is not good, honesty helps maintain public trust and reduces speculation and rumors.

3. Use omnichannel communication

Use multiple communication channels to reach a broader audience and ensure redundancy. This includes SMS, Email, social media, websites, and more. An omnichannel approach ensures critical information reaches everyone, even if one channel fails.

4. Protect your reputation

How you communicate during a crisis can significantly impact your organization’s reputation. Ensure that your messages are clear, empathetic, and consistent. Address concerns promptly and provide accurate information to prevent the spread of rumors. A well-managed communication strategy can enhance your reputation and demonstrate your commitment to transparency and accountability.

5. Be prepared

Preparedness is key to effective crisis communication. Have pre-established communication protocols and plans in place before a crisis occurs. This includes identifying key spokespersons, setting up communication channels, and training staff on crisis communication procedures. Being prepared ensures a swift and organized response, which could potentially reduce the impact of the crisis.

6. Have a backup

The Heathrow incident demonstrated that even critical infrastructure can be vulnerable. That is why robust infrastructure is imperative for maintaining communication during a crisis. Industry expert Gallagher highlighted this point, stating, “Data centers do actually have full backup generation in case this happens. So, if you compare Heathrow to a data center, a data center would not have gone off.” Ensure that your communication systems have reliable backups and failover mechanisms to prevent a complete communication blackout.

How to get accurate information to people quickly?

Having multiple communication channels helps you reach a broader audience. And that doesn’t have to be an all-or-nothing choice. Before selecting any mass alert system, look at the most popular channel in your region. This will help you determine the best combination of channels to use, ensuring that critical information reaches everyone effectively.

SMS

Emergency SMS alert systems play a pivotal role in minimizing the impact and maximizing the efficiency of response efforts. With the ability to reach a large audience instantly and an open rate of up to 98%, SMS enables quick spreading of critical information, evacuation notices, or emergency alerts.

In fact, 95% of SMS messages are read in the first three minutes and do not require an internet connection. You can provide all vital information, including links with further updates about the crisis, just like when the UK government sent an SMS alert to all citizens about the new rules regarding COVID-19.

Additionally, since SMS allows 2-way communication, you can quickly receive responses from people who need help or want to provide feedback.

Flash SMS

Another useful SMS feature and value-adding service is Flash SMS messages. They appear on the recipient’s mobile phone without opening a message inbox. As soon as you look at your phone, it is there, making it a notification with an open rate of 100%. And with the average American checking their phones 144 times per day – it’s hard to miss.

However, Flash SMS grabs the user’s attention but disappears if not saved manually. In a crisis, people could dismiss it without reading it and will not be able to re-read it.

Cell broadcast

Cell broadcast is a technology that does not deliver alerts to individual recipients but sends them to all phones using a cell tower in the affected area.

The US government uses a type of cell broadcast called Wireless Emergency Alerts (WEA) to send alerts concerning public safety. Australia, France, Japan, New Zealand, the Netherlands, and Canada use similar systems. Cell broadcast is typically only available to governments, as MNOs do not make this service available to other organizations.

The UK tested a similar emergency alert system in April 2023. They sent a message accompanied by a loud siren-like or vibrating sound lasting about 10 seconds.

They discovered some pain points, including technical issues, with some people receiving the alert a minute early, some 20 minutes later, and others not receiving it. Unlike SMS, cell broadcast does not have a reply path, and tracking which subscribers have received a message is impossible.

Additionally, some people found the alert disruptive, rushing to dismiss it to silence the alarm without reading the warning, raising a question: can a loud siren be helpful in all emergencies?

While these alerts can save lives, a single wrong button press can trigger mass panic, as seen in the Hawaii 2018 false missile alert incident.

MMS

In an emergency, MMS can complement SMS by sending multimedia messages, such as images, maps, and videos, that include supplementary information about the crisis, with no character limit—providing fast coordination and awareness of the situation.

Voice

When a crisis strikes, contact centers can expect a large influx of calls.
Voice can grab attention with automated voice calls or pre-recorded messages. It can convert text to speech, save time, and enable faster access to information.

Additionally, more and more contact centers are leveraging AI voice assistants to provide instant answers to FAQs, guide users through automated processes, and, when necessary, seamlessly transfer callers to human agents for complex issues. And most importantly, even during peak crisis periods, individuals can receive timely and personalized assistance.

Email

Email can be used as an effective channel in pre- and post-crisis situations.

After communication professionals research potential risks specific to the organization, they can create crisis management plans. Using email, they can inform involved parties how to handle aspects of a crisis if and when it occurs and inform them about crisis simulations and exercises to improve readiness. 

In the recovery stage of a crisis, email can help spread information about what happened and how the crisis has been managed. By prioritizing informing your audience and openly communicating the state of the emergency over email, you can help alleviate any concerns.

Chatbots

Chatbots are easily accessible, simple to use, and operate 24/7 to provide critical information in an instant. They can be an additional source for frequently asked questions about the crisis, acting as a virtual assistant. Chatbots can transfer the conversation to an agent for detailed answers to more complex queries if further assistance is needed.

Thanks to our partnership with Airbot Technology Ltd., travelers can use WhatsApp chatbots at Gatwick, Dublin, Zurich, Riyadh, and other airports to get answers to FAQs.

Chat apps

Chat apps, like WhatsApp or Viber, can help prevent the spread of fake news and misinformation during a crisis by amplifying official messages through verified business accounts. For example, WhatsApp only gives green badges to verified senders, ensuring that the public receives information from an official organization. 

Creating messaging groups on chat apps when preparing crisis communication plans can aid crisis response teams in sharing information and knowledge. Sharing rich media like documents, checklists, emergency contact lists, or evacuation plans enables all participants to access the latest information and resources anytime.

Let us help you deliver critical information quickly and at scale

Robust infrastructure and systems are imperative when communicating vital information during a crisis. As we saw with the Heathrow accident, a lack of robust infrastructure can lead to significant disruption. Data centers are designed with extensive failover systems to prevent such outages.

With over 50 data centers worldwide, our global infrastructure ensures the reliability and scalability of our communication solutions. This extensive network enables organizations to maintain continuous operation, even during local outages, and handle high volumes of traffic with ease. By leveraging Infobip’s robust platform, you can ensure that critical information is delivered promptly and efficiently, minimizing the impact of crises and enhancing your overall communication strategies. Don’t let a system failure leave your customers in the dark.

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