Communication in the age of COVID-19

No news is not good news

In times of uncertainly, the old adage of ‘no news is good news,’ couldn’t be further from the truth.  More apt is, ‘Silence is deadly.’

According to a 2019 Dynamic Signal study, 80% of U.S. workers were stressed as a result of ineffective company communication.[1]  That was in 2019 when the economy was rolling and there was no such thing as COVID-19. 

Today there is mass uncertainty fueled by the global coronavirus pandemic—uncertainty about our health, our jobs, and even our next paycheck.  In companies, that uncertainty destroys productivity, kills moral, and paralyzes a workforce.  To minimize this stress, leaders need to communicate to their people.

While there is no perfect solution, here are our top three recommendations for leadership communication with your employees and teams in the age of the coronavirus pandemic.

First, Communicate

Frequent, short communication touch-points are critical.  You don’t need all-encompassing directives or memos as long as War and Peace.  You don’t need all the answers.  You do, however, need to regularly remind your employees and team members that you are there and that you are going to be providing regular updates.  In this rapidly changing environment, twice-weekly messages from leadership is an appropriate baseline.  Even the certainty of regular communication is helpful.

Second, Be Transparent

No one expects you to have all the answers in this rapidly changing circumstance.  You can be vulnerable and say as much.  But the reality is you are privy to more data and insight than your employees.  You know your operating reserves, your revenue under contract, your crisis strategy, what’s being discussed in the boardroom, etc.  So after a heartfelt reminder that this is a fast-moving and rapidly changing situation that could markedly change tomorrow, there is a current reality.  You don’t have to disclose every detail nor the doomsday scenarios, but share your immediate plans and emergency actions.  Don’t leave your employees guessing.  More information is better.

Third, Be Organized

The stock market is in chaos.  Grocery stores, especially the paper-product aisles, are in chaos.  The travel industry is in chaos.  Don’t add to the disarray with unorganized communications.  There is something cathartic about a communication with a clear and purposeful organization (e.g. “In this update I want to tell you three things: 1) how this is affecting our revenue, 2) how this could affect our future operations, and 3) what we are prepared and capable of doing to respond.”). Don’t add stress by issuing communications where your audience has to labor to ferret-out central ideas.

Communication, even if it is the communication of less than optimal information, is far better than uncertainty.  Do your part to eliminate the stress of silence by embracing these top three tips for communication in the midst of this pandemic.  And if you need expert assistance developing or vetting these communications, reach out.  We are here to help.

[1] Dynamic Signal; 2019 State of Employee Communication and Engagement Study; https://resources.dynamicsignal.com/ebooks-guides/state-of-employee-communication-and-engagement-study-2019