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source: Unsplash
For the first time since the
digital age, the entire world is faced with same health pandemic crisis and the
same threats and fears. It’s a crisis of such magnitude that no textbook could ever
have fully prepared any of us for it. Whatever your location or type
of business you run, the way in which you communicate during a crisis remains
the same. Regine le Roux, founder and managing director of Reputation Matters, shares
seven habits of highly successful crisis communicators.
ONE:
Have a plan. In the ideal world, everyone would already
have a crisis communication plan in place having scenario planning plotted out with
high risk / high impact; high risk / low impact etc. identified. Part of the
plan would include:
·
Who
the key stakeholders are that need to be communicated with;
·
How: The
channels of communication to be used and,
·
What the
key messages need to be .
The minute
there is a crisis, everyone should know who needs to communicate what to whom. It’s
very important to have a clear spokesperson during the crisis: this person
should ideally be the leader of the organisation, e.g. Managing Director, Chief
Executive Officer etc.
“Linking
it to COVID-19, I don’t think anyone anticipated this virus to morph into a
global pandemic. It’s difficult to know exactly how to prepare for something
like this, but every business should be prepared for a worst case scenario
where their offices may need to be shut down in the event of an emergency.
But,
having a plan in place of how to engage with your key stakeholders should at minimum
include: employees, customers, shareholders and suppliers,” shares, le Roux.
TWO:
Be responsive and give timeous feedback. It’s a very
uncertain time for everyone. Communication is key.
Key
things to communicate and to keep in mind during this time:
THREE:
Keep stakeholders updated. The South African government
has been a prime example of how it should be done, keeping the public up to
date with the situation and what needs to be done, and there is regular
communication directly from the President. Because of government’s consistent
and proactive communication, the majority of South Africans know that we are
going into lockdown from tonight, Thursday, 26 March 2020 and we understand the
seriousness of the matter.
If you
work in the event or training industries, or were looking forward to an event
yourself, you know that there is a lot of uncertainty about whether the event
is going ahead or not. It’s important to let delegates know as soon as possible
whether it’s going ahead, being postponed, or being cancelled. Delegates need
to know what is happening to their bookings. Ditto for the tourism industry: what
is happening to flight and accommodation bookings?
FOUR:
Stick to your guns. The message needs to be clear
and consistent: “This is what needs to happen; these are the parameters; and
these are the consequences.”
FIVE:
In any crisis, empathy is very important. Whenever there is a crisis,
people are impacted and we need to remember that we are dealing with human
beings who are each coping in a different way. Be sure to highlight that in any
communication
SIX:
Keep in simple. The best way to help people listen and
remember things is to keep it simple. “I have been receiving many newsletters
around the pandemic,” says Le Roux. “I think a lot of it should be simplified
to get the message across. Sometimes short and sweet cuts through all the
noise.”
SEVEN:
Take action. “Here’s a basic example,” shares le Roux,
“It wouldn’t help saying we need to social distance ourselves and then to call
a meeting where you need people in the same room. I have actually noticed a few
press conferences taking place where the media are invited into a room and the
key message is about social distancing; leaders need to walk the talk and set
the example.” It may also be tricky to balance the need for profitability with
the need to provide employees with safety and a stable income. However, the
businesses who are as committed to their employees’ well-being as they say they
are will have to demonstrate it in the coming weeks and months.
And
here’s a bonus good habit: before sharing anything, check the sources. There is
a lot of fake news doing the rounds, spreading panic. Distributing fake news is
now a criminal offence, and you may be liable for a fine or imprisonment.
Le
Roux concludes, “I read a great line in a Harvard Business Review article
earlier today: This is a time to
overprotect but not overreact.* We wish to thank everyone at the front line
fighting this virus; thank our President and leadership teams; and wish all the
best to everyone during the national lockdown.”
For
more information on Reputation Matters and to measure your reputation, contact research@reputationmatters.co.za
or visit www.reputationmatters.co.za. Follow Reputation Matters on Facebook
(@yourreputationmatters) or Twitter (@ReputationIsKey).
###
Media
Contact:
Regine
le Roux
083 302
1528
021 790
0208
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Thursday, 26 March 2020
Media release: Seven habits of highly successful crisis communicators
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