Charity communications during mourning period for Queen Elizabeth II

Following the sad and sudden news of the passing of Her Majesty Queen Elizabeth II on 8 September, there’s a natural sense of uncertainty around how to communicate to audiences and service users during the mourning period. 
 
The sector, as it always does, has shown incredible support to one another. Before we observe our own mourning period, we wanted to share some of the advice we’ve found so far. 

Here are some great tips from Sarah Baldwin, a marketing consultant to many organisations with a royal patron, posted on the Third Sector PR and Comms Facebook group this morning. 
 

1. Be respectful and honest about what your connection is before you proceed

If you are seen to ‘jump on/trump up’ a connection you don’t have, this will do your reputation more harm than good. 
 
2. If you do have a strong connection – prepare for what is to come

Formulate a key statement, a Q&A, documents, and media protocol and list out all your different stakeholders who might be connected that you should be communicating with – don’t forget donors, internal staff, community fundraisers. Work out a plan to communicate. A simple matrix or table will make sure no one is forgotten. 
 
3. Create a bank of personal accounts and charity spokespeople who are involved now, or were in the past, that can talk about the impact the patron had

Media will be looking for meaningful, tangible connections, which offer an insight into the patron’s character and commitment. 
 
4. Get your systems in order

If the patron had a significant impact on your work, prepare for media interest. Prepare bid sheets for interviews, lists of media contacted, and spokespeople you have offered. Ensure your choice of spokespeople is authentic and representative of your organisation. Put everything in a shared folder to be accessible to your team.  
 
5. Create a rota for out-of-hours, taking into account international time zones and building in down-time 
Make sure you have phone, Skype, Zoom, and Facetime details for everyone. This will save crucial minutes. 
 
6. Make sure you are aware and briefed of any issues or criticism the patron may have faced
Have your response ready. 
 
7. Know who in the media to contact
The royal rota comprises a set correspondent from each major news outlet. They will be first point of contact for all media – but will also be deluged, so consider other correspondents too. 
 
8. Be clear and compliant
If you work with royal press offices, ensure you remain within protocol and your engagement is clear and succinct.
 
9. Start discussions on legacy plans early
This will help address questions from the public and media. 
 
10. Be aware of embargoes and confidentiality

Ensure your team are fully up to speed about what to release, when, and how. 
 
11. Be human and empathetic

Build in down-time, pull in extra support, check in on staff, and remember this can be an emotional time for everyone.  

This advice can apply to all charitable organisations during this difficult time, not just those with a royal patron. As The Queen was such a big ambassador for the voluntary sector, many charities without a royal patron are also being seen to observe their own mourning period.  

Many are observing a respectful silence for 24-48 hours, others are closing communications until after the funeral, and some organisations are having to rework or cancel events. 

There are no set guidelines for what charities should do in these instances. The most important thing to consider is the impact that any silences or cancellations will have on your organisation in an already tricky period and how your audience will react to what you decide to do. There is a delicate balance between the two.  

Where you can, we would always suggest speaking with your audience directly about any upcoming events and campaigns. And in cases where you can’t, you know your users, donors, and supporters more than anyone else. Make sure your communications are clear, empathetic, and respectful of their thoughts and feelings.  

We have been following the Third Sector PR and Comms group on Facebook closely for all tips and advice surrounding yesterday’s news. If you want to do the same and speak to others in the sector trying to navigate this period of uncertainty, follow the link above or go directly to the page here. 

Charity Digital will be observing an initial 48-hour quiet period to honour the memory and service of Queen Elizabeth II.