Crisis communication

Communication in times of crisis – advice from Spoon’s consultants

By 26th March 2020 No Comments

Right now, many companies are experiencing a tough time. While everything is in jeopardy and the stock market is collapsing, many marketing and communications managers are worried about what they can, may and should communicate. Or if they’re going to communicate at all.

Never is humility, transparency and honesty as important as in a crisis. Here are 11 things to keep in mind in times of crisis from some of Spoon’s senior communications consultants.


Turn off all automatic mailings and posts. Consider what communication is relevant right now, and whether it adds value for your customer. If it does not, it should be postponed to the future.
/Jenny Dernelius, Agency Director Spoon Malmö


Question whether you need to communicate. The answer is probably that you do, but not in the same way as usual. For many companies, short-term communication is A and O. But for some it may be wise to communicate less or focus on long-term brand building.
/Gabriella Wiiala, New Business Director

Show that you care!

Show that you care about your customers’ situation and that you want to help them and society at large. Can you do this with, for example, your expertise or your products and services? Then it’s not wrong to communicate about it.
/Hanna Zakai, Business Director

Don’t take anything for granted!

Never take your customer relationships for granted. Especially not in crisis. Therefore, keep your dialogue with your customers and audiences running with appropriate messages and information and, if necessary, customized frequency. Be clear about service information and appropriate contact routes for those customers who need to get in touch with your company.
/Johanna Niklasson, Agency Director Spoon Göteborg

Be specific!

Tell customers how you act to secure deliveries and what you do to avoid disruptions. Be clear about what you are doing to prevent the spread of infection. Many people are concerned about human contact and wonder what measures have been taken to ensure safe delivery of products and services.
/Erik Wannelid, Business Director

Be careful!

Don’t try to profit from the Corona crisis in your communications. Many are afraid and worried – for themselves or for their loved ones – and you must take responsibility to address this fear and not make it worse.
/Linda Swanberg, Editor

Crisis management!

Some companies and organisations are hit harder than others by the current crisis. And many have to communicate in a crisis situation, both externally and internally. Take the advice of experts and do not lose your composure. It’s better to communicate what you know today than to wait until tomorrow.
/Rob Hincks, New Business Director

Be clear!

Use a language and concepts that your audience understands. Also be clear about where more information can be found, for example on your company’s website and social channels, and how questions in all channels will be answered. If necessary, refer to external sources where important information is available.
/Susanna Berling, Client Director

Think long term!

Act now, but think long term. The decisions you make now will pay off (or punish) later. Companies that can instil confidence and value in their communication will be less affected by the crisis in the long run.
/Helena Kämpfe Fredén, Client Director


Create a special Covid-19 area on your website. There, you can gather all relevant information on how your organisation is acting during this sensitive period. Keep in mind that all information should be clear and relevant for customers, suppliers, employees and other stakeholders.
/Erik Wannelid, Business Director

Think from the outside in!

If your brand can provide support, inspiration or security or, for that matter, products and services that create value, your communication will have an impact. Both in the long and short term.
/David Wiles, Content Director

Do you need advice and concrete help? Contact us here!