Bernard Kimani 

The world is on high alert due to coronavirus outbreak that poses huge risks to humanity.

So far, the virus has infected some 113,000 people worldwide and resulted in more than 4,000 deaths. 

Although the global response to this endemic has been swift, there has been concern over the impact the disease will have on the world economy. The novel coronavirus— Covid-19— poses serious risk to business operations.

Already, oil producing countries have started to feel the impact of slowed business due to reduced demand of petroleum in China, the world’s second oil consumer after the US. Other businesses feeling the heat include the airlines and horticultural business.

In the wake of the coronavirus cris, business continuity is critical. This involves the advance planning to ensure an organisation has the capacity to operate its critical functions during emergency events.

For business continuity to be effective, proper communication is a critical tool. 

Therefore, during an incident, the importance of being able to clearly communicate with colleagues, external suppliers and other stakeholders is vital to a business’s ability to recover and minimise disruption. 

Of critical concern however is that most organisations’ business continuity plans are so fixated on recovering critical systems and people that they often overlook the need for communication during an incident that prejudices normal business.

Communication is key both for continuing internal operations as well as protecting the company’s reputation.

There are several things organisations should do to prepares for potential impact as a result of the coronavirus.

First, the management should  review and update the business continuity plans/ strategies to reflect the potential risk posed. It should also communicate the strategies to relevant stakeholders.

From the foregoing it is clear on the importance of communication in business continuity. Indeed, there cannot be a business continuity plan without effective communication.

Undeniably, one of the major lessons learned from incidents around the world over time is that ongoing communication both internally and externally is below par.

Designating key people to oversee communications during an event will save valuable time in a recovery effort, as well as salvage the company’s reputation to the public and to stakeholders. 

It is imperative to maintain proper communication between leadership and employees on the situation at hand to allow smooth recovery efforts.

Ensuring the employees know the nature of the situation, how to act, and where to be and when, are critical elements to ensure everyone is on the same page.  

It is significant to make employees aware that only approved company personnel should speak externally regarding official company business.

Additionally, sample media statements/releases should be documented in the company’s business continuity plan in a way that is easily customisable to the nature of the event. Information should be accurate and only shared when authenticated. 

Communication planning, therefore, is an elaborate part of preparedness and any continuity process.

Clear and effective communication channels must remain available in order to disseminate information to employees, assess and relay damage, and coordinate a recovery strategy. Failed communication often results in failed business continuity efforts. 

Therefore, for business to effectively deal with the risk that coronavirus poses, they must interrogate their business continuity plans. —The writer is a communication specialist and certified Public Relations analyst