The role of Effective Communication during uncertain times

Authored by Prasidha Menon, Global Head of Communications - OYO Hotels & Homes.

With the novel coronavirus rapidly spreading across countries, the world is facing its most difficult crisis. Globally, industry experts have acknowledged that it is the greatest challenge of our generation and nothing of this magnitude has been witnessed for over 100 years since the Spanish Flu epidemic of 1918. Across industries and geographies, businesses have been impacted in varied proportions, and the manner in which a company responds to a crisis determines its long term sustenance, success and reputation — in that order.

These unprecedented times are hard for businesses, but what’s important is how quickly they can develop / execute their business continuity plans. This is also a time for companies, as responsible corporate citizens, to step up, synergize their efforts and, most importantly, contribute in the fight against a common cause — curbing the outbreak. This is where the communication team’s role as a key thought partner to the business becomes more important than ever. As the company’s gateway to the world, it is essential for communicators to monitor, engage, support, prepare and protect the company’s reputation at the forefront. Here are a few ways of going about it.

Collaborate, internally and externally

During such a crisis, every PR and Communications team is expected to develop and deliver on a well-thought-out communications strategy that has baked in the dynamic nature of the situation. It is essential to create and customise authentic messages for internal as well as external audiences, keeping in mind all the sensitivities associated with the pandemic. This makes it extremely important to work alongside business leaders to fully assess short- and long-term implications. To fully prepare for a crisis response, Communications teams should spend time understanding the company’s contingency plan to tackle financial and health risks. More importantly, the team must stay updated on the latest developments that unfold, and ensure they serve as the bridge between functions and stakeholders.

Another point to keep in mind in such a high-risk environment is that there are frequent developments and constant changes or shifts in plans, depending on how the situation pans out. In such an ever-evolving crisis, Communications teams need to plan for relevant and timely messaging to ensure stakeholders stay updated on the latest development in real-time. Very important to keep in mind the objective behind each communication effort and evaluate if it’s required or not.

Finally, media are one of the PR & Communications teams’ key stakeholders. On the external front, teams should also work with journalists to ensure that relevant information is shared to create maximum awareness effectively and help those in need. In such times, the media works tirelessly on the frontlines, so that the nation is well-informed. Due to the lockdown, media houses are equally strapped for resources. With COVID-19 being the focus of almost every news story, journalists are on the lookout for fresh and relevant information. This is the time when PR professionals can come forth and take their relations with journalists beyond  transactional. Be open to lending a helping hand, be courteous and build relationships based on trust and mutual respect. Journalists will appreciate PR professionals who collaborate with them for authentic stories, or help them in sourcing factual information or even contacts from their networks. Needless to say, professionals should reach out to the media with utmost patience and politeness during such difficult times.

Share credible information

As communication professionals, it is our responsibility to filter out only credible information from reliable sources and proactively communicate with stakeholders, such as business leaders, employees, consumers, media, business partners and vendors. During a global health crisis like COVID-19, there is a plethora of information flowing on the internet and social media, which, in most cases, does not emanate from credible sources. This is where the role of a Communications team becomes all the more important. By creating maximum awareness effectively through relevant and credible information, the organization can help those in need. The team should ensure that not just the right information, but also the right platform are being used to communicate with stakeholders, both externally and internally. For example, it is the duty of every PR & Communications professional to double check facts now more than ever, and be aware of new developments around the world, especially in their own industries, by following credible news platforms, thought leaders and industry experts, etc. For updates on the pandemic itself, refer to World Health Organization’s and local/national government advisories and recommendations instead of secondary sources.

Stay relevant and don’t be frivolous

Every company makes plans, has targets to meet and milestones to celebrate that are often hard to ignore. However, if something is affecting the entire world, a brand should avoid going about its usual discourse, announcing new product launches or a fun new marketing campaign. Instead, it's time to find a way to help the company contribute to society’s welfare.

As communicators, crisis management comes to us instinctively. This means thoroughly rethinking one’s communications strategy to bring something valuable to the table. The key is to understand and address the situation with a calm demeanor and come up with practical solutions that align with business priorities while being authentic and credible.

Lastly, one cannot stress enough on the importance of sensitized messaging. In simpler terms, companies should avoid saying or doing anything that’s promotional or cashing in on the news cycle.

Navigate crisis through a proactive and agile response; both internally and externally

During pandemics like COVID-19, it’s important for communication professionals to monitor the situation. Employees, as well as consumers, are expected to have a lot of questions. A responsible team should not react to the crisis but proactively connect. Prompt and sensitized communication is key to managing a crisis. Keeping the wellbeing of your internal and external stakeholders at the core of your strategy helps address concerns and avoids an organizational-level panic situation. Also, be consistent with your communications across the length and breadth of the organization and both internally and externally.

At OYO, we are continuously in touch with our employees, be it through awareness campaigns, CEO communications, sharing ways to enhance productivity while working from home, keeping every individual motivated and, most importantly, communicating guidelines and advisories to keep everyone well-informed about the latest developments around the pandemic. On the external front, what matters the most is how, as an organization, we connect and contribute to the welfare of the community at large. Is there a way in which we can genuinely aid the society through knowledge sharing, or support with company resources and collaborations with government bodies, NGOs, other corporates etc? These are relevant questions for every professional fronting a company’s communication efforts during a global crisis.

Last, but not the least, let’s always be a human being first and then a professional. Follow your instincts as an individual and be sensitive towards those who are directly or indirectly affected by the crisis. Communication teams are the flag-bearers of the company’s reputation. Holding on to this thought, both young and experienced professionals across levels, should contribute to ensuring that the company is giving back to the communities it serves, within the realms of new business realities every organization is grappling with at present. It is always reassuring to see all entities stand strong together and fight the pandemic for solidarity is our only hope. Stay safe!

 

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