Five communication lessons from the ongoing pandemic

Empowered teams with unwavering communication can always make crisis management easier, writes Aman Dhall, Founder, CommsCredible, as he lists the key lessons learnt from operating amid a global pandemic.

When Wuhan, the capital city of Hubei Province, made news for the outbreak of a virus, COVID-19, first broke in China, little did we know that it was to go on to become a pandemic, an all-pervasive phenomenon, disrupting all forms of communications. We were forced to restrict our activities and function from within our homes. A new normal was unfolding. Today, we have adapted to online classes, work from home modules, virtual conferences and all different forms of communication.

These unprecedented times in the modern world have necessitated consistent and constant communication, both in our personal and professional lives.   Leaders especially have had to communicate with empathy and transparency to boost the morale of their employees through the new pandemic work culture. Promoting a seamless and healthy work environment through consistent and constant communication in personal and professional life is very important now more than ever.

Be proactive and honest

Homes became the new office spaces, people did not meet and exchange ideas as easily as they used to. People have felt lost and in need of guidance. Even as offices reopened, it was clear that internal communications had to undergo changes. A leader in this situation should be proactive and promote transparency by keeping communication channels open between himself and his employees, a company’s most valuable assets. 

Transparent and honest communication will help improve interpersonal relationships and help them be in sync with the organisation’s mission and goals. Communications with employees cover a whole gamut of subjects ranging from guidance to performance. There is no parameter to gauge the relevance of an issue for leader-employee communications. However, a proactive and honest manager will create long lasting relationships.

Internal communications with employees could include a whole gamut of subjects ranging from guidance to performance. Even if it is an evolving situation, there is no right or wrong communication. What’s critical is an honest tone and a proactive approach.

Most importantly, frequent communication not only helps reduce the fear and uncertainty employees face, but also reassures them that the company has their best interest at heart.

Patience goes a long way

Although several aspects would demand your undivided attention, it is important that you stay calm during a crisis. Losing your cool in times of crisis can amplify the situation and lose you your allies. Especially if you are driving the crisis communication strategy of an organisation, any resemblance of chaos can break down the entire team. A constructive tone is always the way to go in such a scenario.

Adopt and Adapt

Change should be the only constant in the dynamics times that we are living in. The pandemic caught many seasoned professionals off guard. All tried and tested methods of communication went for a toss, and leaders were looking for a tailored approach to handle the situation. These are the circumstances where new ideas and strategies emerge from. It will not only help your organisation bring in a fresh perspective but also help deteriorate risks and formulate countermeasures for day-to-day problems.

Several companies across industries have exhibited different competency levels when it comes to facing challenges. Google was one of the firsts to announce work from home for its employees. Besides, the company also gave an allowance of $1,000 for its staffs’ home-office needs. Soon to follow suit was social media major Twitter, which adopted a ‘forever WFH’ policy. Even after the pandemic subsides, its employees will continue to contribute while sharing a day’s meal with their families.

Fortify internal dialogues for effective external communications 

External and internal communications go hand in hand. Both are important to build a brand reputation and shaping company culture. Even though internal and external communications have different audiences, the messaging needs to be unified for the brand perception to turn into a reality.

A mismatch of tonalities may lead to inconsistent and mixed communication and make employees lose confidence. The alignment of the two is necessary to create a strong brand voice. Communication strategy plays a vital role in building long-term relationships. If you want your employees and customers to develop a stronger connection to the brand, you should ensure a consistent communication strategy where both messages are in sync with the larger objective.

Empower & Delegate

There are hundreds of tasks one has to focus on during a crisis scenario. The easiest way to handle such a situation is to quickly move on to other tasks. Once a strategic action is outlined to a specific item, be sure to delegate. Avoid getting into micromanagement and allow your teammates to take the initiative. This will not only empower your colleagues, but also help not compromise your business momentum or client communication in the quest for perfection and caution during a crisis.

How prime events unfold for a business depends on a leader’s decisions, and how effectively he/she collaborates with the team. We often see communicators saddled with added responsibilities during an uncertain business scenario. To a large extent, they understand in-depth how a brand is perceived in the short or long term, or a crisis. Their action can impact every facet, from the stock price to consumer boycotts. Empowered teams with unwavering communication can always make crisis management easier.