The current global health situation may seem insurmountable, but at some point it will change. Right now, the story can shift almost hourly and companies are working hard to respond. But, what will that story look like on the other side of the pandemic?
It won’t be business as usual. COVID-19 has had profound impact on the lives of customers, employees and the community. Future communication must acknowledge that impact, and help stakeholders see a clear path forward. Here are some elements to consider as companies begin to structure the eventual rebound story.
Lead with Empathy
No one is untouched by COVID 19. Customers, co-workers, suppliers and neighbors forged common bonds of survival and loss that must be acknowledged before attempting to talk about the future. Convey empathy in words and tone. Make it personal. Where did the pandemic touch you directly? What impact did it have on the community where you do business? Communicators must acknowledge the loss of employees, family members and friends. Without a clear expression of empathy, stakeholders will shut down, concluding you don’t understand what they’ve been through.
Focus on Resilience
Recognize acts of heroism within the company and the community. Where did individuals step up and find solutions and how will you honor them? Where did the company use its equity to support the greater good? Point to individuals, partnerships, teamwork and innovative actions that produced results.
Acknowledge the Seismic Change
Recognize that the notion of “getting back to normal” is unlikely. Much like 9/11 forever changed travel security, there are many common practices that have already dramatically evolved. “The New Normal” has changed perceptions about cleanliness and social distance. What can employees and the public expect in terms of new standards for cleanliness? What visual evidence can you provide? Businesses where social distancing has caused the greatest disruption—retail, travel and hospitality, dining, healthcare and live entertainment – will need to set expectations for the new reality that offer clear reassurance of safety. Prepare to explain lessons learned, where things have changed and how the company, organization or service may be different in the future.
Commit to an Open Dialogue
The pandemic has underscored the importance of regular, accurate information, a bar set high by many of the nation’s governors. Commit to more frequent communications to reassure a skittish public. Ask their opinion in shaping best practices. Establishing a frank and continuous dialogue with the public will build their confidence in your vision for recovery and help them reconnect with your product or service.
The “welcome back story” is far more than a relaunch of business as usual. Striking the proper tone for the recovery will require careful planning, sensitivity, and an acknowledgement that for most stakeholders, the world will never be the same. It is about recognizing a shared experience. Conveying a commitment to navigating the future – in partnership – is key to successful communications.
April 2020