The usual advice is for brands to avoid staying quiet during a crisis.
We’ve always stressed the importance of effective internal communications during a crisis.
And that has never been truer than during the coronavirus crisis.
Within the space of just a few weeks, the world has embarked on the biggest ever home working experiment.
And that has brought some unique challenges.
Certainly, it is the biggest challenge we are picking up from our conversations with our clients.
So, how can you communicate effectively with a remote workforce about an immensely complicated issue, try to address their anxieties and keep them motivated for an eventual return to work?
Here are a few tips:
Source
It is perhaps not surprising in the age of fake news, but it is important to note that a recent COVID-19 report by Endelman revealed that employer communication is the most trusted source of information on the crisis.
63 per cent of the people who took part in its survey said they would believe information from their employer. That compares to 58 percent who would trust a government website and 51 per cent who felt the traditional media was a credible source.
The report also found that workers want this information to go beyond what impact the crisis is having on their employer.
So, make sure you are providing your teams with regular, credible information. And the report provided some information on how they want to receive it.
Email or newsletter was the preferred option of 48 per cent, followed by posts on the company website (33 per cent) and phone/video conferences (23 per cent).
Leadership
Coronavirus has filled our world with uncertainties.
No-one really knows how long the current restrictions will last or how they will be lifted. Equally, there is a lot of speculation in the media about the long-term economic implications of the crisis.
Uncertainties are unnerving and your teams need to feel not only that they are being listened to but that their organisation understands and empathises with their worries, fears and anxieties.
So, it is crucial that the tone of internal comms, particularly those coming from leaders, strike the right tone and that messages have been developed and tested.
Leaders need to show empathy and appear caring. They also need to demonstrate that they are being open, honest and transparent.
Even if their intentions are good – presenting this naturally can be challenging for some leaders - particularly during online meetings or pre-recorded video messages.
A good format that can help here is a question and answer session where a journalist puts questions to the CEO. This can help them to come across as natural and conversational. This format can also work with a colleague posting the questions, as long as it doesn’t appear contrived, scripted or overly rehearsed.
Visible
We’ve always stressed the importance of leaders being visible during crisis media management incidents.
Typically, when we discuss that, we are talking about being visible to the media.
But it is also crucial that they are visible to their teams during this current crisis, even if that means being visible remotely.
Being seen helps to reinforce the message that leaders are accessible and accountable.
But it is also important to remember that when they are not seen, people begin to worry about what is happening in the background and damaging rumours and speculation can begin to build.
Symmetry
Many organisations will find that they are firmly in the media spotlight during the corona crisis.
And in these situations, usual crisis media management rules apply.
In the same way that you would provide regular updates for the media, it is important that timely and frequent information is also given to staff.
Let them see your press releases and public statements when they are released to the media and tell them what you are doing on social media. Don’t let them read or hear about anything in the media about your organisation that you haven’t already told them.
Regular online meetings
Everyone benefits from regular catch-ups, particularly during this strange time.
These team meetings don’t need to be long, but even half an hour a week can help people to feel connected and informed.
If the whole aim of the meeting is simply to meet up, then why not make it fun.
We’ve heard of one company in America that is holding a weekly online happy hour with its teams, where everyone taking part comes along with a drink.
And the Media First team catch-ups during lockdown have so far consisted of a virtual karaoke session, a scavenger hunt and a music quiz.
But if your online meetings are for other reasons than a regular catch-up, carefully consider who you invite.
There is little point in inviting people who you do not expect to contribute to the meeting or shape the conversation.
If you feel they simply need to be there to hear what is being said, record the conversation and share it so they can watch at a time that is convenient for them.
Connected
If we think about what we miss about being in the office, some of the smaller things like the water-cooler conversations and lunch with colleagues are actually really important.
So, it is crucial that while we are all working remotely, our teams have the opportunity to connect with each and have those types of conversations.
The Media First team has an active WhatsApp group for this reason, but things like Facebook groups can also work well.
Share
Working remotely presents many challenges.
One of the key ones for many at the moment is the need to balance childcare and home schooling with work.
Others are battling with IT issues, poor connections, loneliness and distractions.
So why not find a way for your teams to share their experiences, frustrations, stories and anecdotes, perhaps through a regular blog.
And if you can involve your senior leaders in this work, it could help them to show their human side.
Success stories
While it is crucial to communicate about coronavirus, don’t forget the business as usual things that still need to be promoted.
And one of those should be celebrating success.
People want to hear good news stories during these challenging times – just look at how the heart-warming story of Captain Tom Moore took off.
While our teams are currently facing a lot of challenges, it is important to recognise that a lot of outstanding work is taking place with people going above and beyond.
And it is important this is recognised in internal communications. Not only will it boost those given recognition, but it can help to improve the morale of everyone.
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Media First are media and communications training specialists with over 30 years of experience helping our clients with presentation skills, message development, leadership communication and internal comms.
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