COVID 19: 5 steps to manage COMMUNICATION during the CRISIS situation

When it first emerged, most of the world had little knowledge of its existence, if any at all. It was just something terrible happening in some distant land on the other side of the world. Soon enough we started to hear more and more about it as it began to travel. It drew closer and closer and before we knew it, there it was - COVID 19 - right at our door step.  The numbers rose before our very eyes, and as they did, so did the fear and panic. Fear and panic are often a result of the unknown.

As a total communications company, we at Stratcomm Africa know the absolute importance of effective communication  and information  - sharing to ensure all stakeholders are well informed  and uncertainties are reduced to the barest minimum.

It is important to communicate the situation in a manner that enables people to understand it and educates them about what to do about it. This helps with the process of accepting the situation and doing what is possible about it.

 Here are 5 suggested steps to take to make that happen:

1.          Alert your team

Don’t assume they heard it on TV or the radio. Make sure that you remain a trusted source of information to them. As an employer, you are responsible for your employees and a part of that is keeping them informed of such situations. Doing this reassures them because they know that you are aware of the situation and are thinking about it.

Be truthful and transparent in the process. With technological advancement, chances are that staff have access to more information. So, leaving out or watering down information could reflect badly on the organization and cause internal unrest.

2.       Become a credible source of information

Educate staff on the epidemic by shedding light on what it is, how and why it spreads, and how to avoid contracting it. Regularly update staff on credible information or news surrounding the pandemic. Not only does this maintain credibility, it also reassures staff and reduces fear and panic, because it communicates to them that you are actively thinking about them in these trying times. It can bring calm to the work space in spite of the general atmosphere and panic around them externally.  Be intentional also about keeping staff informed on the organization’s plans in view of the larger problem or crisis. While doing this, please remember the importance of maintaining a professional and reassuring tone. Uneasiness and fear can be picked up by staff and fuel tension and anxiety in the work place. Maintaining professionalism also means sharing and spreading accurate information and not feelings or personal opinions.

3.       Take necessary actions.

After you take the time to educate staff on preventive health and safety measures, create the environment which helps them implement them. With COVID 19, that means providing hand sanitizers, nose masks, soap and running water, and other relevant tools.

Think carefully and take other measures, such as remote working, which are necessary to prevent a further crisis and ensure the health and safety of staff.

4.      It doesn’t end at the workplace

Your employees are your human resource and are central to the success of your organization. Therefore, your concerns for their safety should go beyond the walls of your office. Put in place measures to check and follow up on the safety of your staff. With most people working from home in view of social distancing, the sense of community you’re more likely to have within an office building, could begin to wane. This would be the perfect time to be intentional about maintaining relationships and to strengthen the bond. Daily check-ins beyond work done will be helpful in showing staff that they are cared for. Sharing encouraging and motivational messages regularly will also help in nurturing the team spirit. Keep constant communication with staff; not just when an assignment needs to be done. WhatsApp groups are very effective for sharing information and encouraging regular communication and updates among colleagues. Remember that in times like this, unity is very important. 

5.      Be ready.

If you had no plans in place in case such a crisis happened, now is the time to rectify that. Learn lessons from this and work to make sure that should a similar issue arise in the future, you would be able to handle it better and quicker. Get prepared, stay prepared.

Communication goes beyond written or spoken words, it also includes actions or the lack thereof. So, in managing communication in times of such a crisis, you have to say and do. Acknowledge the situation and reassure stakeholders of their level of priority in the organization and take actions to justify your words. This is the kind of situation you must always be prepared for to avoid mishaps and allow for smooth sailing.