What is the most effective way to raise awareness during a crisis?

Leveraging employee advocacy to share news during a crisis is highly effective because employees are often trusted voices within their networks. When they share factual, transparent, and timely information, it can significantly amplify the reach and credibility of the messaging. Employees can personalize and humanize the narrative, making it more relatable and trustworthy to the audience. This approach also promotes a sense of unity and collective response within the organization, as employees feel engaged and empowered to contribute to the communication effort.

In contrast, posting generic content across all channels lacks specificity and relevance, which can disengage the audience during a time when they seek targeted and meaningful communication. Reducing communications entirely may lead to misconceptions or rumors filling the void, which would be detrimental to managing the crisis effectively. Focusing solely on traditional media limits the outreach as many audiences now consume information through digital platforms and social media. Different channels provide various ways to interact with stakeholders, and an inclusive approach is typically most beneficial in crisis situations.