Safely Reopening Venues Amidst the Coronavirus PandemicOctober 2, 2020

Venues that are determining how and when to re-open for business are facing complex challenges, such as ever-changing guidelines to different state-by-state protocols, combined with a mixed desire from the public to return to in-person gathering spaces.

Any plan to reopen these spaces needs to be bolstered by a thoughtful approach to reputation risk and issues management and crisis communications. Venues should ground all communications around the principle of crisis resistance – allowing them to best prepare for when, not if, a complex challenge arises – in order to protect stakeholder confidence in the ability to safeguard both employees and the public.

• Demonstrate an Unequivocal Commitment to Health and Safety. Above all, policies and messaging should reflect that the venue’s decision-making is underpinned by the prioritization of public health and safety. Whenever applicable, use communications to underscore a policy of data-based decision-making and alignment with state and federal pandemic guidance. Permits, inspection results and other documentation of approval for re-opening should be prominently displayed and promoted.
• Disseminate Key Information in a Quick and Organized Manner. Attendees, athletes, performers and employees need clear information and guidelines about how they are expected to behave. Just as people learned and adjusted to security measures at airports and transportation hubs in recent years, communications should clearly outline how stakeholder health will be prioritized and what changes attendees can expect to see when entering and occupying the venue during this time. Determine the right channels to reach your different audience groups, recognizing that multiple channels are likely necessary to reach all stakeholders with pertinent attendance information. Ensure that preidentified spokespeople are well-versed in your safety protocols and procedures, and actively participate in media trainings.
• Anticipate the Need to Pivot Policies and Schedules Depending on Situation Developments. Officials at venues should prepare to quickly alter and communicate protocols or schedules. This means providing fans and attendees with a flexible cancellation policy and finding creative ways to reschedule events or offer reimbursements in the event the local situation worsens and the venue must close. Similarly, venues should offer both an onsite and virtual element for all content to broaden audiences and increase revenue. Your communications team must be adept at developing, reviewing and publishing materials in a quick and efficient manner to keep up with new information as it becomes available, including changes to health and safety protocols, potential outbreaks or other events that may affect employees and attendees.
• Consistently Engage Local and State Officials for Alignment and Approvals. Communicate frequently with elected and public officials to outline the protocols in place to emphasize all the ways in which the venue is following local, state and federal pandemic guidance. Ensure your leadership team has established a cadence for communicating to local and state officials, such as weekly one-on-one meetings or daily updates to ensure up-to-date health and safety procedures are being followed.
• Be Prepared to Mitigate the Reputational Risk Stemming from a High-Profile Incident. Advance preparation for potential issues, such as an outbreak linked to your event and/or location, should be completed prior to your venue’s reopening. This pre-planning should include outlining communications action steps, messaging and channels so that your team can quickly and efficiently execute a communications response.
• Revise Existing Crisis and Business Continuity Protocols Against New COVID-19 Policies. Your existing business continuity and crisis plans need to be updated to include new policies that have been put in place during the COVID-19 pandemic. Venues should consider the implications these new protocols would have on potential issues or crises that may occur at their location, such as a foodborne illness exposure or an active shooter situation.

Communicating with stakeholders about reopening amid the COVID-19 pandemic requires prior planning plus an agile, rapid response communications capability. BCW’s Public Affairs and Crisis and Sports teams are highly experienced in helping organizations such as event venues prepare and respond to crisis situations in light of their distinct considerations. Our counsel is supported by our world-class Reputation Risk and Crisis Management experts and methodologies that include:

• 24/7 issues monitoring capabilities to identify problems and track media coverage and public conversation
• Cross-functional and communications-focused strike teams that can quickly activate to address any situation
• Routine reputation risk assessments and risk mapping to mitigate against potential hot button issues
• Scenario-specific communications playbooks to quickly and effectively execute a communications response
• Robust stakeholder management programs to engage performers, athletes, employees, attendees, fans, etc., to share the venue’s protocols and perspectives as necessary

For additional reputation risk, issues and crisis communications management strategies & resources, contact

Kristin DeRosa, Vice President, Public Affairs & Crisis at 212-601-3343, [email protected]

Chris Console, Senior Vice President, BCW Sports at 212-601-3026, [email protected]