Conveying the correct message out of lockdown - comment

Over the last few days, many of us have enjoyed socially distanced reunions with family and friends as we emerge from lockdown.

In the ever-shifting sands around Covid-19, communication is one of the few things still within our control, says Moulsdale. Picture: contributed.

Many workplaces where remote working is not possible, from garden centres and car showrooms to construction sites, are starting to reopen. But following months in a lockdown bubble and with the Covid-19 health and economic risks still at large for both individuals and companies, what should we be considering to ensure customers, employees and suppliers are as safe as possible and feel reassured about their return?

Getting this right has life or death implications, not just for individuals, but also the organisation. In the ever-shifting sands around Covid-19, communication is one of the few things still within our control. Undertaken effectively, communication can help positively impact the physical health of individuals and economic health of an organisation. So where to start with this communications prescription? It is tempting to rush and deliver communications as quickly as possible.

But have you considered what you are trying to achieve and how communication supports your goals? Are you trying to reassure, inform or engage your audiences? Or all of the above? If so, ensure what you are saying and how you say it matches these objectives.

Another key consideration is your organisation’s vision and values. This may even be a new vision as a result of circumstances. For example, Perceptive’s vision remains long-term growth, but our more immediate focus is to ensure we emerge from this crisis as a team. We have kept this front and centre over the last few months and will continue to do so over the coming ones.

Our core values have continued to drive our behaviours and communications, not least our focus on results and supporting our team and our clients. This includes our free webinar series with Homes for Scotland and Industrial Biotechnology Innovation Centre (IBioIC) on communicating effectively while facing the health and economic challenges of Covid-19. The next webinar focuses on communicating effectively as we emerge from lockdown.

Before communicating with any audiences, consider what you need to convey. Think about the questions audiences will raise and, as far as possible, have answers prepared. In today’s virtual world where most of our communication is online, have a written set of frequently asked questions and answers available, including via channels like your website.

One common mistake in a crisis like this is forgetting an important group or audience. Customers and employees are naturally top of mind, but what about suppliers or subcontractors? They have a key role not just operationally, but also in shaping the reputation of an organisation, and helping to convey key messages.

Informing

Influential stakeholders like politicians are also sometimes missed. If you are taking significant actions, it is best to keep your local MSP and MP informed. Even if it is bad news, they would rather be informed by a trusted source than caught on the back foot.

Finally, remember the best communication is always two-way. Don’t be afraid to pick up the phone to customers, employees and any key partners and use this feedback to shape communications. Social media makes it easy to listen to customers, ensuring communications are planned and delivered in the right context. It can also spark much-needed humour in these often-dark days.

KFC has done this brilliantly with its “KFC is back” campaign featuring customers’ versions of its food with varying degrees of success. The ad ends by reassuring customers: “We’ve missed you too”, adding: “We’ll take it from here.” Their “Finger Lickin’ Good” slogan may have disappeared with Covid-19, but in the words of Gloria Gaynor, KFC “will survive”.

Julie Moulsdale is MD of Perceptive Communicators. To join the next free best practice communications webinar on communicating effectively as we emerge from lockdown on Friday 12 June, click here.

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