Caught in a crisis? Bet on communication to save face!

At Merixstudio, we have a communication schema prepared for every scenario we can imagine. This made us calmer when the Covid-19 pandemic struck at the beginning of this year – although to be completely honest – which, by the way, we always try to be in communication – we were taken aback by the scale of this crisis. In this article, we’d like to tell you about our experiences gathered over the last couple of months and share crème de la crème of our crisis communication tips.

Transparency as the core of crisis management and communication

First things first. Before we proceed to tips and tricks, let us emphasize the key importance of something we believe is as important as recognizing the emergence of a potential crisis: transparency. And we’re not alone in claiming so. According to the 2018 Sprout Social’s survey, 86% of Americans say transparency from businesses is more important than ever before. And if you take a look at the 2019 Edelman Trust Barometer, you’ll see that employees who have trust in their employer are much more engaged than their skeptic counterparts.

Percent of employees who engage in these types of behaviors on behalf of their employer. Source: Edelman Trust Barometer 2019

The values cherished and actions undertaken create an image of a business visible for people inside and outside of the organization. Each company, apart from striving to achieve new goals, should also focus on establishing processes and fostering a sense of stability. This, however,  does not mean that the rules should be stiff or that once they’re set, processes don’t need to be updated at all. If you’re currently striving to build a consistent brand image or you want to update your strategy, you need to bear this in mind – and we hope to help you do that.

Let’s focus on stable yes flexible processes – it’s crucial to find the golden mean between these two extremes, especially if we’re talking about communication. Imagine you have to face a crisis. If everyone in your organization knows how to behave, what to do, and who to turn to, stress has no power over you. How does this relate to transparent management and communication? It’s simple: there can be no transparent management without mutual communication. Let this be our tip. Before you move on to actions, you need to define the assumptions and main ideas that guide them.

Well-defined rules and guidelines within the organization provide solid grounds for creating a comprehensive crisis communication strategy. At Merixstudio, one such underlying principle is transparency which allows us to act rather than think for long hours what to say. To be transparent means for us to be open to receiving and conveying messages from supervisors, colleagues, and subordinates. It means honest communication on all levels, not only on the inside but also on the outside.

📚 Transparency is an inherent part of our company culture. Read how it influences our relationships with clients.

What is the biggest advantage of transparent corporate communication? Trust – which is a scarce commodity in many organizations even though it can be earned with many activities. It’s always the right time to step forward and start building an organizational culture based on trust. Think about encouraging employees to be courageous in forming their opinion or supporting management on their quest to foster the culture of honest feedback. Is there any better foundation for a transparent communication strategy?

Time is crucial

Hello, dear crisis, how are you? Because we’re fine and ready to fight! But first, let’s make sure that you really are in a crisis. One of the simplest and most accurate definitions describes crisis as

a situation that is extremely difficult or dangerous and entails many problems.

Digging deeper into the matter, we can see that crisis communication refers to

the effort taken by a company to communicate with the public and stockholders when an unexpected event occurs that could have a negative impact on the company's reputation.

Unexpected meaning that it usually happens on Friday afternoon when all you’re thinking about is the weekend. And no matter when the crisis strikes, it will always surprise you – so having an emergency plan will surely solve most of your communication ills.

Once the worst-case scenario takes place, take a deep breath, and get prepared to feel a wide range of emotions. We’re only humans and being stressed out is natural for us. It surely was for me and everybody else who had to face the Covid-19 crisis this year. At the same time, however, don’t let these feelings overwhelm you.

When a crisis arises, undertaking logical actions efficiently is key. That’s why it’s crucial to have at your disposal an action plan that covers as many scenarios as possible, regardless of how likely they are to happen. It should contain not only instructions that facilitate quick reaction but also a list of people involved in all stages of the crisis management process.

Have a crisis communication plan that will help you manage stress

When working on a crisis management plan, your actions should be guided by one goal: minimizing the fears and anxieties of your employees, clients, and any individuals who are in touch with your organization.

The first step you can take to achieve that is to determine the composition of the crisis management team, meaning the people in charge of discussing and implementing respective points of the plan. Among them, there should be someone responsible solely for communication – if you do not have such a position in your organization, look for the most suitable employee with relevant skills. They will be responsible for coordinating both internal and external communication. Also, don’t forget that every member of the crisis management team dedicated to crisis activities must have a backup for the absence of the person responsible for a specific area prolongs the process.

We could go on about the crisis management process for hours but let’s focus on crisis communication only. Now, I will guide you through all the best practices so that once you’ve read this article, you can implement them at your organization.

Timelines and different scenarios are necessary

One thing is for sure: it’s best if the crisis doesn’t occur at all. But if it does, it would be amazing to have it worked out from the very beginning. In most cases, however, it’s impossible – which is why preparing communication schemes based on different scenarios is crucial.

You never know where and when the crisis will take place and you can’t predict how long it will last. That’s why you have to consider, among others, the best and worst-case scenario. Try to describe the dire situation in as much detail as possible and write down what you plan to do as well as how to communicate certain actions. Above all, focus on those affected by the crisis. Define who ought to be notified first, who can be informed later, and whether the matter will be of interest to external media.

Let's take a look at a practical example of the crisis that has affected all industries and most companies at the beginning of 2020. When Covid-19 struck, we knew that we needed to act immediately. The health and safety of our employees were at stake – and to take care of them, we had to make our action plan come true step by step. The first thing, however, was to let everybody know what we’re going to do. What stages did the process involve?

To begin with, we assembled a team in charge of all issues related to epidemiological safety. Then, we set regular meetings to discuss the current situation and the impact of Covid-19 on the organization as well as to take care of the crisis communication. Their task was also to ensure that the regular procedures do not interfere with the ad hoc regulations. The crisis management process was supervised by leaders, whose task was to facilitate decision-making.

When the crisis happened in March, we really felt as if we were holding a ticking bomb in our hands. It was hard to foresee how the situation would unfold but we weren’t interested in half measures. Out of concern for our employees, we issued a message about closing the office for the time being.

What should a crisis communication message look like?

When in crisis, don’t ever delay informing those involved about the current situation – even if your crisis management plan is not detailed enough in your opinion. Try to walk in the shoes of employees waiting for the news. For them, every minute counts. Don’t get me wrong, I know that crisis communication is not a walk in the park. You collect the data, help make decisions, and probably feel your hands shaking when pressing the “send” button. But you need to remember one thing:

communication is a mission that makes people in your organization feel taken care of. By communicating the next steps in a crisis, you reduce your colleagues’ stress levels so it is worth the sacrifice :)

Once you tame the stress monster, consider what tools you can use. If the crisis progresses quickly and every minute counts, use the tool which allows you to address as many people involved as possible. Don’t get fixated on the form, design, or video content – all of that can wait until later. Believe us: sometimes emailing or simply talking to the team will be the best option. Last but not least, don’t be afraid of in-person interaction as it gives you plenty of opportunities to study people’s reactions.

Deciding who will inform the team about the crisis and analyze their response is an important part of the communication process. Experience has taught us that involving management in this process is highly beneficial – they can present the organization's financial situation along with possible development scenarios, and the goals that the organization sets for itself in times of crisis. It’s also worth engaging leaders who are close to their teams and know how to address them most efficiently. And since video calls are becoming a norm, it shouldn’t be too difficult to get all these people together.

Regardless of how you convey the message, we believe that it’s best to think about the people and put the recipient at the center of your doings. Be honest, be friendly, be understanding, and be aware that…

Each person is different and experiences emotions at a different intensity

When preparing a human-friendly content devoted to the topic of crisis, try to build a bond with your audience. By showing emotions, you open up to others and let them know you are just as concerned as they are. Having the opportunity to observe the emotions of your first message’s recipients, you can draft a plan for further communications and decide which fears to address first.

At the same time, however, beware spending long hours thinking about how emotionally charged your words are or how to make the message sound completely neutral. Of course, you can use tips on which words you should avoid or which phrase would convey certain emotions better – just don’t make it the center of attention.

What’s more, if you feel that the crisis is so severe that your teammates will need psychological support, open up to this option. On the one hand, it will benefit the employees by making them feel understood and helping them get back to normal faster. On the other, it will improve your image as an employer.  

Let’s take a closer look at the situation that most of us experienced at the beginning of the year:

You want to take care of your team before the dire situation becomes unbearable and your company has made a decision to switch to remote work completely. You know that this may upset some of your teammates and raise concerns about the scale of the crisis as the media has not yet reported a large number of Covid-19 cases in your region.

But it’s been decided and – as it will turn out a couple of days later – it was the best decision possible. Before you start drafting your message, think about what concerns your employees may have. The list will probably involve questions like:

• Why do some people prefer to work in the office and what they may miss now?
• Can anyone be so stressed out that they won't be able to work at all?
• Are there people who do not have the conditions to work from home?
• Are there people who are concerned about the health of their relatives or are sick themselves?
• Are there people who think that your reaction is over the top and your actions are unnecessary at the moment?

Then address these points – but be aware that you are speaking to a wide variety of audiences. If someone prefers to work at the office, explain why it would be better for them to switch to the remote mode. If someone does not have the right conditions at home, offer to rent the equipment or a comfortable armchair.

Your employees may be concerned about the health of their relatives, so show understanding and let them know that they can try to find the best solution together with their supervisors. Do you suspect that there may be people in your team who will not agree with your actions? Do not exclude them from the discussion. Instead, ask about their concerns and observations, and address them based on the well-grounded arguments.

🙌 If you fear losing touch with your employees on a personal level, check out how we keep the team spirit alive when working remotely.

It’s about everybody who’s come across your organization

In the above-mentioned example – as well as in almost any crisis situation you can imagine – we shouldn’t take care only of employees but also of all those who feel attached to our brand: clients, candidates, and followers.

Once you talk to the team, inform clients and contractors about the current situation. Provide them with a bigger picture and the reasons behind your crisis-related decisions. If that’s the case, ensure that the quality of collaboration and daily communication will not change. Also, show understanding. It’s likely that your clients are suffering from the crisis as well – for instance, Covid-19 has affected many industries and enterprises, not only those involved in software development. If possible, ask the account manager or project manager who knows the client best to handle this conversation. This way, you’ll be able to define consequences for current projects and plan steps for the future effectively.

Then inform the rest of the world. Social media gives you an opportunity to reach many recipients at once so make sure to use your LinkedIn or Facebook profile well. Why shouldn’t I start with the social media message rather than emailing customers, you may ask? It’s fairly simple. Getting in touch with those closest to your organization first shows that you care for them and treat their well-being as a priority. Only once they are informed can you issue a public statement available to all. Having done that, you can start measuring responses and responding to all inquiries on an ongoing basis. And if you’re wondering how to make the crisis-themed post more “human”, we recommend showing concern for the team, customers, and all involved in building your brand.

Stay emotional but on point

Maintaining a friendly tone in crisis communication doesn’t mean that you can’t focus on facts. Quite the opposite – even though an emotional introduction is appreciated, the message needs to be specific!

How do you make it informative?

• Describe the situation in-depth but don’t prolong the message. Believe me: people are quick to understand how serious a crisis situation is and once they do, they can’t wait to learn about the future of the company and their role in it.
• Focus on what your organization will do to respond to the crisis and minimize its negative effects.
• Clearly communicate what the role of each team member is from now on and who is responsible for which crisis management activities.
• List contact points for all parties involved and define who should be on standby if the situation gets worse.
• If you’re already experiencing organizational or financial consequences of the crisis, let the employees know about them and inform how you’re going to act upon them.
• If you are unable to provide any key information, make sure to get back to the team as soon as you obtain it.

Crisis communication means process

When does crisis management end? In the case of shorter crises, that’s more or less when the dire situation ceases to affect the organization and daily work. In the case of longer crises like the Covid-19 pandemic, on the other hand, you need to prepare a comprehensive plan covering not only the next week but also months or even an entire year.

As time passes, focus on information that people are most curious about. Employees will probably care most about how the prolonged crisis affects the organization and its finances, including their pay rises or benefits. Clients will ask about the future of current projects and the chances of launching new ones in the upcoming months. Candidates will inquire about the possibility of joining the organization and employment stability. In other words, remember that both clients or candidates grow cautious in dire times. Speaking openly about the situation, showing that your care for employees, and – most importantly – actually taking action is key to winning their trust.

I’m aware that most of us are still recovering from this year’s crisis. I know that there are organizations that had to slow down or reduce employment – and they’re also facing communication challenges. I tried to make the principles and advice described in this article as universal as possible but you always need to filter them through your employees, clients, and followers.

Look on the bright side

I’ve said it before and I’ll say it once again: we all know the scale of the Covid-19 crisis by now. Most of us have been living in a strange suspension for months, trying to adapt to the new reality, supporting our people and clients, and developing our business. The final piece of advice I have for you is to try not to get lost in this situation and continue to show a positive attitude, learn, listen, and be open to others’ needs. And once the crisis ends, treat it as a valuable experience that helped you become a conscious, mature, and supportive organization.

To stay on a positive note, I wanted to share with you a little tradition initiated at the beginning of lockdown. Every week, we hold the so-called "good news Friday" during which we post on Slack a portion of news from all around the world that makes us feel happy. We were inspired to do this by John Krasinski and now, we want to inspire you as well. Oh, and last but not least – I was happy to share our best practices regarding crisis communication but I hope you’ll never have to make use of them 😉

Hope you’ll find our crisis communication tips valuable. We’re in this together, so don’t hesitate to contact us and share your crisis management experiences.

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