Tips for Staying Focused While Communicating in a Crisis
WRITTEN BY KATIE TEST DAVIS
Oh, friends. It’s been a day. Err, week. Okay, month. Year? It’s been rough, right? Our clients are true rockstars, persevering through a challenging (and ever-changing) moment in history.
With coronavirus diagnosis and information changing in mere minutes, we’re hearing how hard it is for everyone to keep a clear head and stay focused on best practices.
So this week, I figured we could do what I always do when I feel overwhelmed: take it back to basics. Let’s revisit some crisis communications best practices.
W, W, W, W, W, H
This one is from my days in journalism school. It can be easy to forget the basics when we’re communicating in a hurry. When finalizing a document, ask yourself the five Ws and an H:
What is the current status? What do our community members and families need to know?
Why is this happening?
Who is impacted?
How will this impact them? For how long?
Where can people find more information?
When will they hear from you next?
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Be Consistent.
Sudden changes can lead to an information vacuum. People will speculate, rumors will start to fly, and you’ll find yourself buried under a pile of Facebook comments. A steady reinforcement of the facts will help fill that empty space and keep the trust of your audiences. We always recommend setting one centralized place for information and keeping it updated, then driving all other channels to that one source. In this case, it could be www.yourschooldistrict.edu/coronavirus.
Slow down.
I’m known for being fast. I can get even faster in a crisis. But just like everyone’s greatest strength, it’s also a weakness. That’s why I surround myself with amazing teammates like Niki, who can slow me down and be a good second set of eyes. Time is of the essence, but so is crossing your Ts and dotting your Is. Be slow enough to get it right and to make sure that you have been thoughtful and considered all perspectives before hitting send on that email or pushing out that tweet.
Go with your gut.
If something feels wrong, it probably is wrong. You know those times when you plow through your instinct and regret it later? We’ve all done it. Now, especially now, is a great time to trust yourself and listen to that nagging feeling inside. Think your announcement might be too soon? Think you may have worded something wrong? Take a few minutes and come back to it with fresh eyes. Make sure you’re citing your sources and using your partnerships.
Be open to change.
There’s nothing worse than prepping a press release you’re proud of and then having to toss it in the recycle bin because the whole announcement has changed. But that’s just the nature of communicating in a crisis. Expect the unexpected. If you need a quick reset, I recommend watching a cat video — it’s scientifically proven to help. (For real: a study published in the journal Computers in Human Behavior found doing so could boost energy levels and increase feelings of happiness.) Give yourself grace, and try to keep a sense of humor.
Hang in there friends! We know this is tough, but you are tougher.
