This year has brought crisis in extreme form to businesses across the United States. Between the COVID-19 pandemic, civil unrest, wildfires and hurricanes, business owners are being put to the test.
During times like these, it is imperative for businesses to stay in touch with their employees and stakeholders, and sometimes even the public. Communicating an ideal message can sometimes be difficult as leaders are worried about saying the “right” thing.
Here are a few best practices to consider when thinking of how to keep your team members up to speed.
Use Technology to Your Advantage
One of the good things about this year is that there are so many available avenues to stay connected. Whether it’s keeping up with friends and family through social media on a personal level or using email marketing tools or video conferencing to stay in touch with clients and employees, there is virtually no excuse not to connect.
During the COVID-19 lockdown, Pew Research Center reported 93% of U.S. adults relied on technology and internet to connect. The abundance of digital tools can be overwhelming, but we recommend finding and perfecting your skills with just a few resources and using them to provide consistent communication with your team.
Form a Task Force
If you have not already formed a designated task force to respond to crises, now is the time. Dedicate members of your communications team to different tasks in case a problem arises and think about the following questions: Who will handle inquiries from the press? Who is responsible for posting on social media? Who will take care of informing our team?
If your business is small and lacks a communications staff, outsourcing could be a good option for you. Consider hiring an agency or services firm that is experienced with handling these tasks for different companies.
Don’t Shy Away from Repetition
Sometimes leaders fear being too redundant when communicating with their team. In reality, it’s better to repeat yourself than leave some with unanswered questions. A recent report from Edelman concluded that during COVID-19, employees craved consistent updates from their employers. In Edelman’s report, 63% of respondents asked for daily updates and 20% wanted communications multiple times a day.
Be Empathetic
Best-selling author and leadership expert Simon Sinek recognizes empathy as one of the most important tools a leader can possess. During these times employees are not only worried about losing their jobs but could be losing friends and family members to a virus, or their homes and belongings to natural disasters.
Showing compassion to those who give time, money or talent to your business will be a true reflection of your brand and who you are as a leader. You might not be able to control what happens, but you can control your reaction and acknowledge challenges and struggles. Doing so will help ease nerves of team members and clients and let them know that they are a priority to you.