Mask-Up? Texas businesses must act fast to communicate policies

Surprise! Governor Abbott’s revelations yesterday sent Texas businesses scrambling. Facing the lift of masking requirements and capacity restrictions, companies must answer a tough question: how do we approach these new changes?

Dining on a patio the night the Governor announced the mask mandate lift, I couldn't help peppering our server with questions about how he felt. He wasn't prepared. Yet still gave his authentic views. Mainly that he would continue to wear a mask and agreed the restaurant shouldn't fill to 100%, noting they should keep tables six-feet apart and continue to limit staff schedules to a skeleton crew. This was his view (which we agree with); the restaurant had not issued their guidelines at the time.

We understand people need to get back to work - especially those in the retail and restaurant industries. These small businesses have suffered so much. However, consider placing more importance on employee and client safety. Yes, not wearing a mask would be lovely; however, we simply are not at that point. (I’m not a doctor, obviously. Our cases dropped because of the Winter Storm; it's that simple. Expect rates to go up again, especially with this new (un)mandate.) Ok... I'll step off my soapbox.

As the virus (and the Texas government) moves quickly, businesses must move faster. Don’t worry, you aren’t alone. But you can be the first in innovative pandemic strategy and communications.

So, here’s what to do:

1 Get your strategy down ASAP

If you’re a small business, look to a consultant who can help you piece together what is going on, not to mention how you should modify your Covid safety policies.

Think about your clients, employees, and stakeholders - along with their satisfaction. What makes each group feel safe? How do you juggle the needs of clients and staff with your investors? Each group must be approached in a different way.

2 let your clients know the plan

Customer satisfaction in uncertain times lies in access and authenticity.

Hopefully you have safety precautions already in place. Now, it’s only a matter of updating your customers through webpage updates/blogs, emails, social, Google/Yelp page posts, and in-store signage. Be sure to review any automated emails/texts, your website, and other "set it and forget it" marketing programs.

This is also a great time to remind customers of all policies in place so they feel safe. Do you have an employee vaccination incentive? How can clients ask you questions about the protocols? (Think website chat or a direct email address.)

Remember you legally have the right to refuse service if someone will not follow these guidelines. With consistent updates, expectations are set before someone steps in the door.

3 communicate to staff & require a signed document

Create a document of do’s and don’ts - be super specific. Layout what is expected of staff and customers, talking points around your guidelines and why you are still requiring masks, as well as ways to respond to “difficult” clients.

Remember, this is your brand. Your rules. Equip employees with as much information as possible to set them up for success.

Don't forget legal documents to protect yourself. Team members should have already acknowledged your Covid safety protocols. Ensure they understand these updated guidelines and will abide by them.

Is it that easy?

Well, no. This summarizes what your company should do within the next 12 - 24 hours. Easier said than done. It comes down to strategy, communication, legal considerations, and best practices.

Madhouse Media can make it happen. Our clients turned to us at the beginning of the pandemic for everything from policies and procedures to multi-channel communications to business advice. Thanks to consistent updates on all imaginable channels — social, email, print, web, in-store — customers stayed in the know and our clients’ businesses boomed.