The Covid-19 virus outbreak is an important moment for businesses to communicate clearly with their employees and customers about what to do, what to expect, and to separate fact from fiction. Crises like this create an important opportunity to show care and concern for employees while practicing being open and transparent. Lots of businesses are struggling with what to do and say, to cut through the panic and confusing narratives.
Here are 5 best practices you and your business can use in communicating clearly about the corona virus:
Communicate Quickly and Regularly. The sooner you say something, even if it's that you have imperfect information or haven't developed fully-baked plans, the less likely others will fill the void for you and the better you can control both the narrative and the overall feeling of trust. Best to think: "What would a reasonable person say here?"
This allows you to control the narrative and be seen as honest and empathetic. Events are unfolding rapidly and the more you communicate regularly -- and tell people when and where they can expect to receive regular updates - the better.
I recommend a daily update, even if there's not a ton of news to report, to build confidence and comfort among your people that you're on top of things. Consider having regular updates that share your current understanding of what's happening and what people can expect, as well as static, clear resources that share company policies on remote work, sick leave, medical services, etc.
Don't assume more information leads to more informed people. More isn't always better. There's so much information flying around, that being consistent about your key messages is really important. Key messages should include what you want people to do and what you as a business are doing and what people can expect from you. Separating facts from commentary is important. Be as factual and information-driven as possible. Be wary of citing too many experts and commentary.
Be clear about what you want people to do and what you are doing. Be direct about precautions you want people to take, what your work from home policies are, what restrictions you are putting in place around travel or big gatherings -- and why. Be direct and honest about how you anticipate the crisis affecting your business, even if it's that you don't know for sure. Better to state what you think and expect than to let the narrative be written for you by others, or let the rumor mill drive your story.
Refine and restate your understanding of what's happening and what you're doing. Too often in large organizations, especially during times of crisis, an early narrative gets solidified and limits our ability to see more broadly and change as situations evolve. A best practice here is to say something like "Our best current understanding is..." and to revisit daily before your daily update.
Be calm and clear. The tone of all your communications matters a lot -- and it should be steady, calming, and not focused on panic. You can be honest but keeping people calm and clear-headed is an important aspect of leadership communication, so that people can get the information they need.
Often panic arises from lack of complete or clear information, so make sure that all leaders are equipped with the relevant information and regular updates and employees are equipped with facts and know where to go to ask questions and get relevant information.
What should all employees do?
Wash your hands regularly and often. This means with hot water and soap for at least 20 seconds. Use alcohol-based hand sanitizer often.
Avoid touching your face. We all touch our faces far more often than we realize. Especially after interacting with people, shaking hands, sharing pens and keyboards.
If you start to feel sick, do not go to work. Like with any illness, if you're sick, stay home and don't risk exposing your co-workers to your illness. Check in with your health care provider early.
Consider postponing large events and gatherings and consider limiting unnecessary travel.