Crisis communication critical in mitigating Covid-19 impact on businesses

BUSINESSES in Zimbabwe have been encouraged to embrace holistic and collective crisis communication approaches in order to mitigate the impact of Covid-19.

The call comes at a time when the country has recently recorded a spike in infections in workplaces. Several businesses have been forced to temporarily close operations after members of staff contracted the pandemic.

Speaking during a virtual Zimbabwe Institute of Public Relations (ZIPR) Masterclass meeting as parts of efforts to improve organisational communications in the wake of the Covid-19 pandemic,

Elizabeth Karonga, who is the public relations and communications manager for the Zambezi River Authority (ZRA) said organisations need to be more proactive in engaging the stakeholders on Covid-19 and how it was affecting their operations.

“The organisation has an obligation to proffer proactive and fast communication to its stakeholders to maintain good relations,” she said.

“Staff members are particularly vulnerable as the challenges caused by the Covid-19 pandemic require focus amid uncertainty. Staff members, thus, need consistent and accurate information and guidance, which is actionable so that they can support and protect the organisation as well as the community at large.”

She stressed the need for employers to reassure workers that their dedication to duty was valued and that they would do as much as they could to ensure that they are safe while travelling to and from work and while they are going about their duties in their workplaces.

Karonga said organisations should earn trust and build relationships with their external stakeholders especially during such difficult times.

“There is need to earn trust, strengthen and build relationships with external stakeholders impacted by your operations