As with managing any reputation issue, how an organization engages with its own team during the coronavirus crisis is crucial to its ability to navigate successfully. Below, we provide some practical guidance on how to communicate with your colleagues in the right way, in the right place, at the right time.
Balance facts with empathy
While it is important to communicate clearly and concisely using facts, this should not be at the expense of empathy. Many people are now working in isolation from colleagues in challenging circumstances, such as managing their work around the need to care for their children. Ensure your communications are attentive to employees’ real concerns and always make it clear that their physical and mental well-being is your priority.
Show leadership
Your employees will want to know that your organization’s leadership is in control of its response to the COVID-19 pandemic. Ensure that senior executives are at the forefront of all internal company communications. Leaders should also be completely aligned with each other and with human resources on developments, policies, and procedures, and be confident in discussing these issues openly with employees..
Speak clearly
You should ensure that any technical or scientific information is clearly explained, always avoiding jargon and speculation. You should also consider how messages may change slightly when translated into other languages. When providing information on prevention and protection measures, do not assume that everyone will understand it immediately and ensure that even basic advice is given in accordance with guidance from a credible source, such as the World Health Organization or a local health authority.
Adapt to your audience
Like your customers, your employees have different priorities, different job roles, and different ways of being reached. You should consider segmenting colleagues into groups and tailoring your communications accordingly. For example, do frontline staff need different guidance and support than those working in head office roles? Are some people more likely to read information on the company intranet, while others will respond better to email?
Consider local needs
This is a global crisis, so if your organization operates in multiple countries, it is vital that you speak with one unified voice, especially when it comes to company policies and procedures. That said, the situation is different for each location, so local communicators and managers must be equipped and empowered to take the appropriate measures for their specific region or market, especially in the event of a local Covid-19 outbreak.
Remember that communication works both ways
While ensuring a regular flow of information from leadership to the rest of your organization is critical, it is equally important to give employees the opportunity to ask questions, offer feedback, and voice concerns. This can be done through regular phone conversations between managers and employees, through online channels such as your company intranet and internal social media platform, or by email. It is a good idea to encourage employees to speak up frequently as well, whenever possible via video conferencing to promote more face-to-face interactions.
Be ready to evolve
In addition to tailoring your messages to different employee groups and locations, you must be ready to evolve with the crisis. The impact of the COVID-19 pandemic on individuals, communities, businesses, and countries around the world is changing daily. It is vital that you stay on top of these developments and adapt your employee communications plan accordingly. Whatever happens, however, always support any new health advice or safety protocols with clear signage to certified sources of information.
For informational purposes only; should not be considered medical advice.
EDC is Edelman’s Affiliate Partner in Portugal. See the original Edelman news story here.
