For most people, communicating during a crisis isn’t something we do every day. Effective communication requires discernment, practice, and discipline. Crayton Webb, Owner and CEO of Sunwest Communications, discussed best practices when it comes to both internal and external communication during a time of crisis, such as COVD-19.
HIGH PROFILE’S KEY TAKEAWAYS:
- Rule #1: Communicate Early and Often. Even if you don’t have your plans set in stone, don’t hold off on communicating. Be honest and open. Tell them what you do know. Don’t sacrifice the good for perfect.
- Priority Message: “Your Safety” The heart of every message should be the safety of your employees. Repeat it over and over.
- Be Open & Transparent: During this time, great communicators – despite legal and reputational perils – are working hard to be open and transparent about their plans. Try to avoid “legalese” or a spin.
- Solicit Feedback: We don’t know what we don’t know. It doesn’t matter the size of your organization – ask your employees how they are doing.
- Anticipate & Plan Ahead: We’ve all heard the adage, “hope for the best, but prepare for the worst.” Plan for all the things that could go wrong. Have a crisis communications protocol.
- Where Internal Communications Meets External Communications: You can’t be on a growth trajectory and stay below the radar. If you have to lay employees off whether you’re a public or private company of any size
- you have to assume that the matter will go public, and not necessarily in a positive way. Be prepared.
- Collaboration and Timing are Critical:
- Communicate about external announcements, layoffs, etc.
- Collaborate with your corporate social responsibility team with timing on philanthropic efforts and sensitive internal situations (layoffs).
- Work with your legal team on internal and external communications.
- Government Affairs: Reach out to your elected officials on the local, state, and federal levels to build goodwill, especially at a time where you’re not asking them for anything in particular – just staying in touch.
- Social Media and Video Fallout: Whether it’s negative or positive, dealing with disgruntled employees that go on social media with videos/posts creates another challenge. During a time like this, employees can be your best ambassadors. Most of the time, it’s recommended not to engage in social media with a disgruntled former employee. Be sure to communicate transparently with remaining employees to keep morale up and avoid gossip, fear, concern, and to keep trust.
- Best Channels for Communication: Don’t complicate it! Using an intranet or email is perfectly acceptable, as long as you are:
- communicating early and often
- being open and transparent
- communicating “we don’t know” when you don’t know
- reminding your employees that their safety is your #1 priority.
- Conducting a virtual town hall, team meeting, or event utilizing video on social media are also great channels. Multiple channels with the same message are helpful.
Q&A with CRAYTON WEBB:
Q. Is the Chinese symbol for “Crisis = Danger + Opportunity” an urban myth?
- Any opportunity to communicate is an opportunity to put your best foot forward. It all depends on how you respond, how timely and quickly you respond, and if you’re open and transparent.
Q. What do you recommend as the best method to solicit feedback from employees: surveys, emails, 1:1, or group discussion?
- Nothing beats one on one interaction. People appreciate it, especially right now, when you take the time to pick up the phone or schedule a Zoom meeting and ask, “What’s on your mind? What’s bothering you/what’s concerning you?”. It’s up to leaders to create an environment where employees feel comfortable.
Sunwest Communications is a global strategic communications, marketing and public relations firm founded in 1982. Crayton and his team are passionate about helping their clients tell their unique stories, increase visibility and build trust to meet their business and reputation goals. Contact Crayton at 469-547-0012 or craytonwebb@sunwestpr.com.