Clear Communications Protecting Seniors and Building Trust
Having already established a proactive crisis communications strategy for a statewide healthcare and social services nonprofit, additional measures were critical when the COVID-19 pandemic began. Focused on protecting the health and wellbeing of older adults—the population most vulnerable during the pandemic’s early stages—the organization required clear, consistent, and timely public health communications. The situation intensified when one of the nonprofit’s care facilities confirmed one of the region’s first COVID-19 cases.
A comprehensive crisis communication plan was quickly implemented. Cross-departmental collaboration—including healthcare professionals, legal counsel, executive leadership, and communications teams—ensured all messaging was accurate, legally compliant, and aligned with evolving public health guidelines. Tailored updates were delivered to key audiences including residents and members, their families, caregivers, board members, media, and the general public. Communications remained transparent, compassionate, and responsive to community concerns throughout.
This strategic and agile approach enabled the nonprofit to effectively manage crisis communications from the initial lockdown through vaccine rollout and beyond, reinforcing stakeholder trust and safeguarding the organization’s reputation during an unprecedented public health emergency.
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