Eric Yaverbaum, CEO of Ericho Communications in New York City, offers his expert suggestions for crisis communications after 35 years in public relations.

Q: How do you find calm in a time of crisis?
Eric Yaverbaum: In my time in PR, the one thing that has really stuck with me is this: The worst time to prepare is when the tide is rising. And we’ve never seen a tide like this. I’m in Manhattan, and I’m watching them set up makeshift morgues in the streets I walk every day. It’s hard to stabilize the fort when you can’t believe what you’re seeing. But we all have to deal with reality. We have no choice. Panic takes up a lot of energy, and there’s no positive outcome. Use it instead to create a plan and figure out how to respond with full disclosure, transparency and honesty. Maintain open communication with all stakeholders.

Q: Has anyone been personifying the ideal attributes of a crisis communicator during this pandemic?
EY: New York Governor Andrew Cuomo has been a model in these past few weeks, particularly during his daily televised conferences. Nothing takes away the images we’re seeing, like the morgues, but people believe Cuomo as a trustworthy resource. He’s blunt, but it’s been effective. He’s encouraging people to take this seriously. I don’t care how big your organization is: A leader has to be present and available in a crisis situation. Right now, everyone in my company can get in on my schedule. That’s not normally the case, but now it is. They now know more about me than they ever have. They need to feel my presence as the owner of the company. Daily updates make people feel more comfortable and keep morale boosted. As a communicator, you need to offer positive reassurance in real-time, and that’s very fast right now. People need leaders they can look to who will give them hope.

We are going to fight every way we can to save every life that we can.

That’s what it means to be an American and that’s what it means to be a New Yorker. pic.twitter.com/1cREWGx9t9

— Andrew Cuomo (@NYGovCuomo) March 25, 2020

Q: What’s a major way that companies mess up when it comes to communicating?
EY: Don’t give them misinformation. As a business owner, I serve our clients. My job is to give them all the facts. You’ll probably need to talk to the heads of other departments in your company for updates. Make sure you’re on the same page, because misinformation is terrible. Too many different messages, while well-intentioned, are too confusing. In normal circumstances, you do good things for the clients you work with and those become deposits in your emotional bank account. In times like these, misinformation is a huge withdrawal from that account.

Q: How do you make sure your message is clear and consistent?
EY: Be careful with the written word because people read between the lines and can interpret it differently. It can be misconstrued. You can’t individually call all your clients, but you can make a video to send out. They can hear your tone and see the pain and the optimism on your face. They know you’re not at the top of a castle saying, “Good luck out there!” Leaders need to be empathetic, hopeful and confident. Positive reassurances are a long-term deposit in the emotional bank account. It makes people feel better. Viruses are contagious, but so is hope.

Q: Can companies benefit by teaming up with peers to offer information?
EY: Yes, leaders of companies in the same market should align their messages as much as possible. You need to change how you’re doing business while mitigating fears in your industry. That’s a balancing act. Manage employee and client expectations with a united response, or people will try to figure it out on their own. Everyone should be kept abreast of what’s going on. Keeping silent isn’t an option, and you can’t be reactive. Be as proactive as possible with communication.

Eric Yaverbaum is the CEO of NYC-based Ericho Communications and author of Public Relations for Dummies. He has 35 years of experience in PR and communications, and is a bestselling author, Huffington Post contributor and regular TV panelist. His expertise has been featured in Forbes, The Washington Post, The New York Times and PR Week.