The Green Sheet Online Edition
June 8, 2026 • 26:06:01
Street Smarts
When disaster strikes, communication is critical for ISOs
After years of helping businesses communicate more effectively with their customers, I've found one area that is often overlooked until it is too late is disaster communication planning. In the payments industry, business continuity conversations usually focus on operational resilience—processing uptime, security, fraud prevention and protecting merchant portfolios.
Those priorities are obviously critical. But as natural disasters, severe weather events, cyberattacks and infrastructure disruptions continue to increase, communication strategy deserves just as much attention.
When merchants face uncertainty, they are not only worried about whether payments are processing. They are also trying to manage staffing shortages, damaged facilities, interrupted internet service, supply chain delays and nervous customers all at the same time. In those moments, how an ISO or payment provider communicates can have a major impact on merchant confidence and long-term relationships.
And that's where marketing and communication teams can play a much larger role in disaster preparedness efforts.
Timely communication builds trust
One of the most important things businesses can do during a crisis is communicate early and communicate clearly. The goal should always be accessibility and consistency. Merchants do not necessarily expect you to have every answer immediately, but they do want transparency.
If there are funding delays, temporary support changes, processing interruptions or even simply updates confirming systems are operating normally, merchants appreciate being kept informed. Silence often creates more anxiety than the disruption itself.
From a communications standpoint, the most effective messaging during emergencies is usually the most straightforward. Clear updates about operations, support availability and next steps can go a long way toward reducing confusion and reinforcing trust.
Businesses need to rethink how they deliver those messages. Email alone is no longer enough during emergencies, especially when internet access may be inconsistent or inboxes are overloaded. ISOs that utilize multiple communication channels—including SMS alerts, social media, CRM notifications, website banners and direct outreach for high-priority accounts—are much better positioned to keep merchants informed in real time.
Empathy should guide the messaging
One of the biggest communication mistakes I see during disasters is businesses continuing "business as usual" marketing without considering what their customers may be experiencing.
A merchant dealing with flooding, evacuation orders or property damage does not want to receive an automated promotional email about new hardware specials or seasonal offers. Even well-intentioned campaigns can come across as tone-deaf during sensitive situations.
During emergencies, communication should shift from selling to supporting. That does not mean marketing efforts need to disappear completely. In fact, merchants often need more communication during tough times, not less. But the tone and purpose of that communication matters. Messaging should focus on practical support, useful resources, operational guidance and reassurance.
I always encourage businesses to think about how they can provide value first. That might mean sharing fraud prevention alerts, helping merchants explore alternative payment acceptance options or simply providing updates about available support resources.
Modern CRM and marketing automation platforms make this easier than ever. Businesses can segment communications geographically, pause campaigns in affected areas and adjust messaging based on real-time conditions. Minor changes like these can make communications feel much more thoughtful and human.
Social media is a real-time communication tool
Social media has also evolved far beyond traditional marketing. During emergencies, it often becomes one of the fastest and most effective communication channels available.
Many merchants turn to social platforms for immediate updates because they can access information quickly without searching through emails or waiting on hold with support teams. A short post about processing updates, support availability or funding timelines may provide reassurance at exactly the right moment.
That said, social media communication during a crisis requires balance. There's always pressure to post quickly, but accuracy still matters. Sharing incomplete or unverified information can create confusion and damage credibility.
Businesses need to prepare for this ahead of time rather than trying to figure it out during an emergency. Having designated team members, internal approval processes and pre-planned communication workflows can make an enormous difference when situations become high pressure.
Communication planning should be part of business continuity
One thing I have learned working in marketing is that crisis communication plans are much more effective when they are created before they are needed. Too often, companies focus heavily on technical continuity planning while overlooking communication preparedness entirely. But the communication side is what helps preserve customer confidence during uncertain situations.
For ISOs, that preparation may include creating pre-approved messaging templates, assigning communication responsibilities internally, maintaining updated merchant contact information and identifying backup communication channels if primary systems fail.
Technology can also play a vital role here. Many CRM and messaging platforms now allow businesses to create automated emergency workflows that can be activated quickly when disasters occur.
That kind of preparation allows organizations to communicate more efficiently and consistently when timing matters most.
Strong communication creates stronger merchant relationships
In my experience, merchants remember the companies that showed up for them during challenging times. Long after the immediate disruption passes, businesses tend to remember which partners remained visible, responsive and supportive. That is why disaster communication is about more than crisis management—it is about relationship management.
The organizations that communicate with empathy, transparency and consistency during emergencies often strengthen merchant loyalty in the process. And after the situation stabilizes, there is an opportunity to evaluate what worked, gather feedback and improve future response strategies.
For the payments industry, resilience has traditionally been defined by infrastructure and transaction continuity. Those things remain essential. But increasingly, resilience also means being able to communicate effectively when merchants need guidance most.
Whether marketing is your vocation or whether marketing is one of several hats you wear as a merchant level salesperson or owner or a small ISO, you have a vital role to play in helping organizations prepare for those moments—not just to protect operations, but to protect trust.
Jaki Kackert is a seasoned marketing professional with experience supporting organizations across the payments and financial services industries. Through expertise in content marketing, digital strategy, public relations, and communications, she helps ISOs and Resellers build marketing strategies that attract, retain, and grow merchant portfolios. For more information please visit www.kackertmarketing.com or reach out to Jaki at jbkackert@gmail.com
Notice to readers: These are archived articles. Contact information, links and other details may be out of date. We regret any inconvenience.
