Communicating in a crisis
As of November 2020, the coronavirus pandemic is still raging. Many countries have entered new phases of lockdown, and the writing is on the wall for Christmas in BC.
It’s no surprise that the countries who navigated this crisis most adeptly already had a crisis response plan in place. This same kind of preparedness is essential for crisis communications, no matter your industry. Here are some tips for anticipating and responding to a COVID crisis, no matter the magnitude, within your organization or company.
Have a plan.
If you wait until a crisis hits, it’s already too late. Assemble a cross-functional “Crisis Management Team” (CMT) that is tasked with analyzing the crisis circumstances and ensuring that the plan limits potential damage to the health and safety of your staff, as well as your brand. A plan will also help prevent any knee jerk social media posts or company-wide emails.
During COVID, for example, a crisis plan can include shifting from on-site to remote work, how to communicate ongoing uncertainty with staff, and how to safely re-open. To build your plan, tap into existing resources, like WorkSafeBC and the BCCDC’s resources for mental well-being during COVID-19.
Lead with humanity.
This is a first for everyone, and there’s an increased need for heartfelt transparency across the board. New Zealand Prime Minister Jacinda Ardern has been praised for her response to the pandemic for good reason: she’s been decisive, transparent, collaborative, and listens to the science. Her recent landslide election win and Harvard leadership award prove that her style resonates with citizens and world leaders alike. Leaders, no matter how small their organization, should aspire to an empathetic and collaborative approach.
“Even if you’re still trying to understand the extent of the problem, be honest and open to maintain credibility. Approach the situation with empathy… You will sometimes get it right, and you will often get it wrong, but it is still better to be as transparent as you can.”
—Paul Argenti, Harvard Business Review, emphasis added
Be as direct as possible.
Communicate with you stakeholders (employees, clients and customers) in a simple, candid and frequent manner. As of late 2020 we’re still in crisis mode, which impairs our ability to absorb information. Focus on keeping people safe and healthy, and repeat as needed.
Focus on the future.
This too shall pass. Try to distill meaning from the chaos and reimagine an optimistic path forward. Communicate this vision with your team and stakeholders as often as appropriate.
