Communicating COVID: How to Communicate with Your Audiences During the COVID-19 Pandemic
Before I jump into the content, I just want to say that I sincerely hope you and your families are all keeping safe and doing well as we navigate these unchartered waters of living through a pandemic together.
I’ve received so many questions about crisis communications these past few weeks and I empathize with all of the association leaders out there who are trying to juggle so many balls at the same time: operations, staffing, member relations, health and safety and, of course, communications to name just a few. With that in mind, I want to use this article to provide you with as much value as possible when it comes to communicating with your key audiences during this pandemic. Rather than writing a flowing narrative, I’m going to simply lay out the top questions I’m hearing from other association leaders along with guidance or advice:
How should we be communicating with our employees right now?
When dealing with a crisis, many leaders get tunnel vision and focus on solutions and/or customers (members) and forget about their employees or think their staff will just ‘figure it out along the way’. Make sure to prioritize your employees and communicate with them frequently and honestly. Since normal staff meetings are out of the question for most organizations, you may need to communicate by video meeting or phone. Let them know what’s happening and how the association is responding. They’re most likely worried about their jobs so whether there will be layoffs or whether you’re able to keep them on, let them know. In addition to being the lifeblood of your organization, your employees are also your biggest ambassadors. They deserve great leadership and clear communication.
What do we do if the media calls for an interview?
There are so many nuances to this, depending on what business you’re in, what’s happening in that industry, etc. So, while I can’t give a one-size fits all response, I can tell you one thing for certain: Never do a spontaneous interview without any preparation. If you pick up the phone one day and there’s a journalist on the other end and they start asking questions, you need to stop them, find out the information they’re looking for and create a break (as much time as you can negotiate) so you can formulate the appropriate response. If the industry you’re in is attracting a lot of media attention at present, here are some best practices:
- Screen your phone calls. This will allow you to avoid the scenario described above. Still, get back to them quickly to find out what they’re looking for.
- I would typically respond to a reporter by email. It’s easy to find their email address online, even if they’re left you a voicemail.
- If you end up deciding to do an interview, make sure to do a practice interview or two in-house, either with your communications team (if you have one) or with someone who’d be able to play the role of an antagonistic journalist. Get frank feedback and adjust accordingly. Do this before every interview because your first one will be the worst one.
- If you want some specific tips about doing better interviews, I’ve put virtually all of my content on my blog for free, in the form of articles and videos. You can check it out at mediatrainingtoronto.com/blog
- You might also want to provide some media relations tips for your members on your website. Since any single member can have an impact on the reputation of the sector, it’s best to try to ensure everyone is on the same page. On that note, you might also want to encourage members to notify the association when they get a media request so you can track them centrally and perhaps connect members with help or advice.
We’re doing tons of Zoom/Skype calls. Do you have any tips for doing them better?
The number of video meetings and video conferences has skyrocketed this past month. If you’re going to be taking part in one of these meetings, here are some quick tips to help you make the most of it:
- Elevate your laptop so the camera is at the same height as your eyes. Use a box, stack of books, etc. If you don’t, the camera will be low, giving everyone a glance up your nostrils and showing off the most unflattering version of everyone’s face.
- Put a light source behind your computer, whether it’s a lamp, window (during the day), etc. Overhead lighting looks awful on a video conference. Having the light behind your computer (and in front of you) makes a huge difference.
- Use earbuds or Airpods if you can. Using your computer’s speakers and mic can lead to feedback and choppy audio. If you really want to elevate your game, you can use an external USB mic if you have one.
- Do a test meeting ahead of time to make sure you have the technology figured out. If you need help, there’s a YouTube video for everything. Literally search “How to do a great Zoom meeting” and you’ll get some great content.
- Have you heard of Zoom Bombing? Strangers can pop into your meeting while it’s happening, shouting obscenities and creating chaos. To avoid this, don’t share the meeting link publicly and assign passwords for people to use to get into the meeting. If you do end up with a Zoom Bomber, as the meeting host, you can kick them from the meeting manually.
When should we be sending out communications? Every day? Once a week?
This past month, I’ve received dozens of emails from companies I can barely remember doing business with, wishing me well in these ‘difficult times’ and letting me know that they’re ‘there for me’ without actually saying anything of substance. Don’t communicate just for the sake of ticking a box or because everyone else is doing it. Ask yourself if you have something of real value or importance to share with your audience. If the answer is yes, then get to it. If it’s no, then you’re better off staying silent until there’s something to say.
What should we be doing on social media, if anything?
Social media is one of your best friends in a crisis situation. You have the ability to go straight to the public without having to go through the traditional gatekeepers (the media). If you have social media platforms in place, here are a few ideas of things you can do to bolster the effectiveness of your communications:
- Use Twitter as a tool to receive incoming questions from members or the public,
- If you have an important message for the public, consider posting it on your website and promoting it through Facebook, Twitter, etc. You can even shoot and upload a brief video message for added impact.
- Host an online information session or Q&A for members using Facebook Live. The Registered Practical Nurses Association of Ontario has been hosting a meeting like this every Tuesday at 8:00 pm. The tools are free to use but give you the power of your own TV studio. The meetings are well attended and have generated dozens of questions and thousands of views.
Parting thoughts
I really believe that five years from now, your members, employees and other stakeholders are less likely to remember the specific circumstances of how the pandemic affected your business and they’re more likely to remember how your association responded when things got tough. From an operational and a communications standpoint, doing the right thing is always the right thing. Follow the model of companies like Maple Leaf Foods, which did such a stellar job communicating during the listeria crisis in the fall of 2008. And try to avoid the model of companies like BP, Boeing or United Airlines, which appeared deceitful, arrogant and uncaring in dealing with their crises. In other words, the companies and leaders who are best at this communicate with truthfulness, transparency and timeliness.
One final thought. In everything you do, make sure to start off with empathy (see the first line of this article as an example). Yes, we have things to do. Yes, there’s an urgency to everything right now. But everyone you’re speaking to, whether they’re an employee, government official, supplier or member, is grappling with how to do their best in this pandemic. Try to see things through their eyes. Start off by asking how they and their families are doing. A little bit of empathy can go a long, long way.
Good luck managing your operational and communications challenges in the weeks ahead. I hope these tips were of some value to you. If you have a question I wasn’t able to answer here, please send me an email with your question ([email protected]) and I’ll do whatever I can to help.
Warren Weeks sold his first newspaper to his grandmother at the age of 5, he was Wayne Gretzky’s PR handler for a day in 1998 and for more than 25 years, he has been helping companies across Canada to improve the way they communicate. You can follow him on Twitter: @warren_weeks
