Communications Playbook during Corona
Holding around two decades of experience, Deepa is an expert in corporate communication, brand management, crisis management and others.
The unpredictability of a crisis is such that it has the power to outwit us all,throwing every single plan out the window. Like the one we are experiencingright now. The best of crisis plans may not have anticipated the entire world going into a state of fumbling helplessness. Butsuch unpredictable times are also the true litmus test of leadership and core values, both of individuals and organizations.
This is the time to step up, earn trust and maintain credibility across all touchpoints. And the key to open all doors? Communication.
Do not underestimate the power of timely communication
Nothing earns you the kind of credibility that clear, transparent and timely communication does, and therefore the focus must be on conveying your key messages accurately, ensuring it reaches the last of your target audience. You do not even require the most advanced communication tools – at the time of crisis, all you need to do is use what you have to the best possible advantage.
For internal communications during the lockdown, for example, create a channel that reaches your employees on a regular basis, through webcasts, virtual meetings, newsletters, video address or the good old email. There are industries where employees probably are not connected over email – use other available channels. Anything that helps your people stay updated, from the right source, leaving no room for fake news and rumors.
Also ensure that while the messaging flows through multiple channels down the line(managers, team leads etc.), the message - key messages and top 3 objectives of the communication - stays intact. Equally important is ensuring two-way communication, that enable the feedback process. Another important aspect to consider is nonwork-related communication; something that makes up for the casual chat over coffee at the office. If your organization can set up such non-work chat sessions that would serve as a huge stress relief in a work from home or crisis situation.
While the company might have little to no control over what gets published on thirdparty platforms they still do have control over social platforms and inhouse blogs
Similarly, it is important to have a clear messaging for your external audience – this could be your customers/consumers, your investor community, the supply chain, prospective employees or even general audience. Whether it be through PR tools, social media announcements, emails or in-app messages, the key is consistency, accuracy and transparency. Some ofyour audience requires a personalized outreach – your customers, for example, or deferred candidates. Keep them in the loop about the latest developments, set realistic expectations, and maintain transparency on the possible implications on their businesses. Customer communications should ideally be signed off from C-suite executives followed by the SPOC or communications team.
Depending on the stance the company wants to take on the situation, you need to plan out your strategy for the owned platforms (Social Media handles, blogs, and so on).
While the company might have little to no control over what gets published on third-party platforms, you still need to share important information, at least to ensure people do not automatically assume the worst. Of course, the level of transparency depends on your position – public, listed, consumer-facing, popular brand…Your team of communication experts can create the right tone for the messaging. Yet, the thumb rule is, never misrepresent facts.
Data is your savior
Stick to data, stick to facts. Even during your toughest crisis, this remains your most reliable support. Depending on your communication policy (i.e. what level of details you are allowed to share within the company and externally), always have relevant data handy. Your messaging has a lot more impact when supported by facts & figures. This also adds credibility to your communication.
Your communication must inspire faith
It takes a true leader to know the fine art of inspiring a vision, but the right communication can get you close to the goal. Right now, providing the right information and ensuring your employees are safe should be the top priority for your organization. This boils down to authenticity, so you cannot fake this or do this as a checklist matter. When you set your objectives for communication during this time, make sure you add in this point on inspiring faith. To give an example, when you communicate to your employees, a good communicator will not just share facts (which probably is available on the intranet too, anyway) but also focus on capturing the imaginationof the audience. E.g. a call to action. This helps build resilience; this is extremely important as you prepare for the reboot after the lockdown. You don’t need rhetoric, or melodrama. All you need is the ability to inspire confidence and provide reassurance.
