In these days of uncertainty and physical separation, corporate communication is more important than ever. Companies have a responsibility to their employees, but also to their customers, suppliers, public administrations, the media or the financial markets, because in addition to ensuring their security, the way in which they are managed This situation may be decisive for its survival as a corporation.
The power of leadership comes into play. Whether on video, live, by message or in print, the voice of the leader is important. This is a traumatic situation that generates panic through fear and reminds us of the negative effects of other difficult times. This fear generates paralysis, which directly affects creativity and our ability to make decisions. The head of the company (CEO, general manager or even the director of communication). must be aware that it is facing a crisis of confidence, and crises of confidence must be fought with confidence.. It is up to him to help and keep his team and the rest of the public together.
In this sense, communicating measures to manage the COVID-19 crisis will help companies to minimise the negative impact of the crisis. Communication at this time should be based on four pillars: honesty, transparency, accountability and consistency. This means tell the truth, do not hide the facts, do not blame others and do what is being said and say what is being done..
- Employees need to hear about any news that affects them from their leaders and never through other means (rumours, social networks, media...) This is the best way to keep their trust in your organisation.
- They need to know what has happened and how it is directly affecting the business, as a good understanding of the circumstances will help to understand some decisions, even if they are difficult. Communication should facilitate understanding.
- It is important to communicate what is being done to solve the problem and what the roadmap will be during this time.
- In the event of dismissals, whether temporary or permanent, the main judicial milestones will be passed on to the different audiences.
- Employees must feel listened to and recognised in their commitment. If we listen, they listen to us. If we listen, we generate bonds and trust. At this point, it is worth highlighting the importance of empathy and not leaving aside the human factor. We are talking about people.
- Abandon the tendency to keep a low profile. We live in the age of connectivity and leaders must take advantage of this to maintain a constant, fluid and regular presence with all stakeholders even if there are no major developments. It is a good time to use video, because it helps to get messages across as intended and is proven to attract more attention and improve retention at a reasonable length.
- Remind them that this is a temporary situation.
The communication is now becoming a powerful tool that will help keep employees calm, motivated and engaged.
Valvanuz Serna Ruiz
Managing Partner of Proa Comunicación