Apr 27 2020
Since the Covid-19 shelter-in-place orders went into effect, organizations have been forced to respond quickly to stress-inducing and constantly changing information. Some are succeeding brilliantly; others are failing miserably. Here are some tips to keep your audiences engaged and informed during this unusual time.
Meet People Where They Are
During a pandemic, people are emotionally exhausted and overwhelmed. If your messages ignore this and you proceed with business as usual, you will miss an opportunity to build connection—and you’ll likely fail in getting your message across.
Keep Messages Short and On Point
When people are stressed, scared, or distracted, it is essential to communicate clearly and concisely. In written communication, this means crafting messages that resonate and then breaking them into bite-sized chunks so people can absorb them. As you sit down to write, do your best to read the room, as they say. Imagine you are trying to grab and keep the attention of an employee who has a toddler in need of a diaper change. Start your message with a recognition of their challenges, a note of appreciation, and then expectations.
Also, keep things brief. It’s best to simplify complex information so people are compelled to comply with instructions or recommendations but not overwhelmed by all the details.
Even when there’s nothing new to say, keep updates coming. Their frequency depends on your audience, of course, but ideally, you want to communicate often enough that people don’t start speculating on their own. Consider sending brief messages every few days or once a week to employees, and maybe every couple of weeks to other stakeholders.
Consider sending brief messages every few days or once a week to employees, and maybe every couple of weeks to other stakeholders.
Reinforce talking points (e.g., we’re complying with government orders to remain shuttered, but here’s how we’re supporting our employees/clients/community, or here’s what we expect for the weeks and months ahead.). You don’t have to have all the answers, but you do need to address people’s most urgent questions–even if that simply means saying something like, “We don’t know when we’ll reopen, but we have applied for the Payroll Protection Program to secure funding for those who are working from home.”
Because people are distracted and sometimes disorganized, it’s important to create a central location where people can find your most recent updates–a webpage, Facebook page, or emails with a consistent subject line such as “Covid-19 Update.” Make it easy to stay informed.
Remain Positive, Yet Honest
Possibly the most important role of communication during a crisis like this is to build trust. No one knows exactly how the Covid-19 pandemic will affect our world going forward. All we can do is to plan for the most likely scenarios with the best information we have at any given time.
And it is best to share updates with your key audiences along the way. Although it would be ill-advised to share details about every decision, it is wise to bring people along so they do not get a nasty surprise at the end. Clearly, this requires a nuanced approach, but keep in mind that the idea of protecting people by withholding information often backfires.
If you need help communicating with your key audiences right now, let us know!