Many of you know that before this iteration of 4.23 Communication, I had a corporate career in communications - mainly internal communications, aka helping companies talk with their employees. That continued to be the focus for the first dozen or so years of 4.23.

I’ve done a lot of situational or crisis communications.

I have been the person who writes the messages we’re all getting from our airlines, our co-working facilities, our houses of worship about COVID-19 response. I’ve been the person working around the clock to get communications plans in place and stay up to date in an ever-evolving landscape.

And I live in Washington, a state that has been dealing with the outbreak for several weeks, where our governor has banned large gatherings in hard hit counties and where corporations are cancelling travel and mandating working from home.

In that spirit, I share a few messaging best practices for those of you with face-to-face businesses and/or employees.

• Stay proactive, truthful and transparent.
  Tell clients your plans and how you’re responding, what practices have changed. Don’t assume they’ll know.
  
  I used to tell my corporate clients that waiting to communicate meant people would jump to their own conclusion. Once they jump, they’re like skydivers. It’s really hard to get them back on the plane.
  

• Be sure all your staff know the message, too.
  You need to minimize the chance of people getting conflicting information. Update them regularly, even if there is no update. Check in calls are great to share info and get feedback on what they’re hearing from clients.
  

• Your staff needs messaging, too.
  They are a critical audience, too. Talk with them about plans, their options, relaxed sick leave policies, etc.
  

• Perception is reality
  And your reality may vary greatly from your client or staff. For instance, as a Washingtonian, my perception (and my reality) is different from someone who has only reading about it in the news. People with weakened immune systems or who care for an elderly parent have a different perception than the healthier.
  
  You don’t have to join the panicked at their level, but you do have to acknowledge people might be there and not downplay or brush off their concerns.
  

• Perception is Reality, Part 2
  Make your efforts visible. At the Seattle airport, there are Purell stations seemingly every 10 feet. An outdoor event I went to had well-stocked handwashing stations throughout the space. That tells me that someone has thought through the situation. Will it keep me virus-free? Nope. Will it help that they made the effort? Yes.
  

• When You Don’t Know, You Don’t Know
  Never ever guess or hedge. If someone asks you a question you don’t know the answer to, the only correct answer is “I don’t know.” (This one was the hardest for my corporate execs to utter!)

If you need some guidance or feedback on any special communications you’re facing right now, please reach out. I’m happy to do a complimentary 30-minute Crisis Communication Call to talk things through.

Be well and be well said,

Barbara