1.  Draft a statement. Act swiftly. Stick to the facts. Keep it short and simple. “Customers will want to know when you’re going to reopen,” Levinson said. “Don’t overpromise.” Keep legal vulnerabilities in mind, and remember that government, not the shopping center, should address mandates.

2.  Begin work on a reopening statement. Compile all the information your customers, tenants and community need to know about the shopping center’s reopening.

3.  Seek input from tenants. Find out what tenants’ communications strategies are so your entire property is sending a common message.

4.  Be consistent across communications channels. Make sure that your post-COVID hours and message are reflected in all communications channels from website to Yelp.

5.  Review signage. Even if your center isn’t reopening soon, now is the time to fix property signage to reflect post-COVID-19 hours, protocols and procedures, Levinson said. “Walk the property now and figure out what supplemental signage you’re going to need, and order it now. You're not going to be the only one ordering it when everyone reopens.”

6.  Create a media distribution list. Compile contact information for all the major print, radio, TV and other media outlets in your market and send them an announcement the day before grand opening.

7.  Monitor your presence online. Make sure the public is hearing accurate reporting about your business, Levinson said. Google Alerts are cheaper and almost as effective as hiring a professional when it comes to tracking your property’s mentions in the media.

8.  Determine who your spokesperson is. “It doesn’t have to be the CEO,” Levinson said. “It needs to be someone who comes across as empathetic and strong.” Train this person in basic interviewing skills and never put him or her in front of a live camera, Levinson advised.

9.  Develop an internal FAQ. Look at the FAQs posted on the web sites for such retailers as Kroger, Target and Walmart to brainstorm your own. Develop answers for every question, but don’t necessarily share them all publicly.

10.  Draft answers to important questions and get buy-in on those answers from all corporate leaders. These are the questions from consumers and media that you need to have prepared for when anyone asks, Levinson said. For example: What is your center doing to keep visitors and employees safe? How are you working with tenants to help them reopen? Are tenants required to pay April or May rent? If you require facial coverings on property, why do customers see some shoppers without them? What are you doing about that?

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