7 Tips for Communicating During Uncertain Times
In times of global uncertainty, like the one currently caused by the COVID-19 outbreak, maintaining consistent and strategic communications is key – but can be difficult to accomplish. Communications playbooks – even those specifically developed for crisis communications – don’t always address situations like the one we’re in now, leaving communicators unsure how to proceed.
What’s more, our age of interconnectedness and hyper-globalization has made it easier than ever to communicate, but it’s also made it more difficult to break through the noise and communicate in a way that’s both meaningful and impactful.
During uncertain times like these, it’s important to communicate in a way that is clear, direct, and accurate – a reassuring combination for anyone overwhelmed by rapidly changing circumstances, an onslaught of information, and a lack of clarity about what the future holds.
Here are seven recommendations for communicating during times of uncertainty:
- Prioritize authenticity. People are smart. If you release a slap-dash statement just to join the conversation, your lack of effort could be seen as a tone-deaf promotional effort. Start with an intentional, empathetic approach and you’ll find an authentic communications strategy.
- Be helpful. Have resources on hand that can help during uncertain times? Compile those resources on a dedicated page on your website, and then make those resources readily available through different channels (social media, newsletters, etc.).
- Lead from the top. In times of uncertainty, it’s human nature to look to global leaders – both in the public and private sector – for guidance. Send a letter on behalf of your CEO to your customers – and wider community – that provides reassurance for the current situation, reaffirms your commitment to working together, and outlines clear next steps.
- Leverage data. If there’s anything that’s certain during uncertain times, it’s that the global conversation will be massive and highly-dynamic. Leveraging real-time data analytics can help you better interpret the global conversation, determine the accuracy of information, and develop the best communications platform.
- Partner up. We’re stronger together. Where it makes sense, establish and leverage strategic partnerships – with your customers, other organizations, and beyond – to help widen the impact and scope of your communications.
- Follow through. Empty promises are especially apparent during times of crisis or uncertainty. Be sure to follow through on any commitments you may make in your internal and external communications.
- Stay nimble. Things can change on a dime during periods of uncertainty. A communications strategy that worked yesterday may not work today. Stay nimble and adjust the tone, content and frequency of your communications as needed.
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Want more resources to help you understand and navigate the current COVID-19 outbreak, and what it means for your life and work?
Visit the COVID-19 section of our Resources page, and stay tuned for additional coverage on the far-reaching impacts of COVID-19. We’re monitoring the situation in real time and will be providing data-driven updates, insights and analyses on an ongoing basis.