What Does Communication Look Like in Crisis?
Calm, transparent, reassuring and optimistic. That’s your quick answer to the question in the title of this blog and your measuring stick to examine your own communication. When crisis occurs, people look upward to leaders. They desire information, reassurance and hope. These can and should be delivered through effective and constant communication. In times like these, (which are sure to return in some form) leaders must communicate what they know, what they don’t know, what action(s) they are taking and what help they need. It is not a ‘one and done’ form of communication. For example, reflect on the emergence of the COVID-19 pandemic and its effects, the closing of the world economy and the forced distancing of people. Leaders should be communicating more frequently through whatever means they have (which are many) with their organization and their individuals. I’ve heard of some CEOs reaching out to their people and their families individually. An excellent approach. When forced to be distant we lose the interpersonal communication so vital to workplace health. We cannot see the shifting of the eyes and it is hard to sense the demeanor of a person. Here is an example of effective communication in crisis:
“Team, I know it is clear to all of you that we are an organization in crisis. I wanted to share my thoughts and guidance to help all of us navigate these troubled waters. You’ll hear from me often and I want to hear from you. I know some things but do not know many others. I know our monthly reoccurring revenue will take a hit. I and the executive team predict we may suffer a 60% decrease in revenue. We are reviewing our expenses to see where we can save some money and I’ll be sharing the details of our finances with you very soon. What I do know and what gives me some level of peace is that we are a family and we will persevere. Of that, I have no doubt. Weak teams cannot survive a crisis, strong teams can. We are strong and I’m proud to be your teammate. It is important as we tackle challenges and make necessary changes, that we all remain calm and that we seek opportunities to communicate, problem-solve and care for each other. I need your help. As a leader, I rely on the wisdom of the pack. You are here because you are talented, dedicated people and I value and need your input as we move forward. I and the executive team are here for all of you and your families 24/7. Be safe, calm and have confidence that we will be a better, more cohesive team once this crisis has passed.”
Crisis does its thing. Like an enemy which wants to chip away at the confidence of an organization and force its leaders to stall or quit, when we as leaders fall prey to a crisis, we become consumed by the moment, freeze in place or become emotional. Our organization follows. The leader sets the tone. This begs to repeat because it is so important. Leaders set the tone by all that they say and do. Be hyper-aware of this when you communicate. However, you decide to communicate, examine your message formally and use the rubric I’ve provided in the first sentence. Your people are counting on you!
Rob Campbell