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How leaders act during these times can set the tone for an organization. That’s why it’s so important to take a considered approach.
In this blog, we look at the role of a leader during a crisis and determine why communication is the key to successfully navigating challenging times.
There are many reasons for uncertainty in an organization, from general economic and political crises to specific security risks and shifting corporate deals. They have in common, though, the atmosphere they can create in an organization where confusion, anxiety, disengagement, and frustration thrive.
Here are some of the more common causes of uncertainty in an organization and how they can impact the day-to-day business and workplace environment.
Any uncertainty can have a significant impact on an organization and its workforce. The effects are wide-ranging, from loss of productivity to a rise in employees’ mental health issues.
By their nature, times of uncertainty are, well, uncertain. They can be difficult to predict and guard against, and even if organizations see them coming down the track, crises can still throw up challenges and confusion.
Effective communication is essential in this environment to steady the ship, but many factors make it challenging to get the message out there.
Let’s look at some problems leaders can have when communicating during a crisis.
More information: data can be hard to come by during a crisis, particularly at the beginning. The COVID-19 pandemic is an excellent example of this. It was a developing situation that was changing every day. Things move fast in all areas of today’s world making it difficult to pin down the necessary information or provide all the details people may want.
Too much information: on the other hand, social media has replaced news outlets for many people. But it can be unreliable. Often rumors are published on social media without sources and attribution. Leaders may struggle to make their voices heard in this mass of information where truth can often be lost.
Communication channels have been affected: a crisis can occasionally impact an organization’s channels. For example, access to communications channels may be limited or unavailable during a security breach or ransomware attack. This can present a severe challenge for leaders as they try to communicate with employees and provide guidance.
Legal implications: in certain situations, leaders can be restricted in what they can say for legal reasons. This can complicate an uncertain position as leaders need to provide more information.
Reputation management: at times of uncertainty, organizations will want to avoid reputational damage. This can knock on what leadership can and cannot disclose to employees. Navigating the dos and don’ts in this situation can be tricky for leaders who want transparency but may need to keep key information close to their chest.
Psychologically speaking, the role of a leader during times of crisis cannot be overstated. This fascinating article in the Harvard Business Review says the most influential leaders provide a type of ‘holding’ during an emergency. Holding refers to a leader’s ability to contain and interpret what’s happening in this context. “They think, offer reassurance, orient people, and help them stick together. “
Central to this holding is good communication skills.
Contrary to what some organizations think, the best thing to do during a crisis is to be open and candid in communication. Some organizations may think they shouldn’t respond to uncertainty, like when talks of potential layoffs or mergers become public. But silence is not the answer. Rumors thrive in the absence of official communication.
With no other information, employees take the rumors at face value, leading to confusion and a breakdown in trust.
As any good leader knows, trust is critical. And it is even more important during difficult times.
Good leadership communication centers around reinforcing connections — we’re all in this together is a standard, important message.
Timely, official communication from leaders defines how an organization handles a crisis. Firm, clear, and frequent communication creates a solid foundation and builds confidence.
Employees (and stakeholders) want to know that an organization has a plan to deal with the crisis. Clear, timely communication from leadership needs to provide that plan, or at the very least, the outline of a project. This will help to settle nerves and foster that business-as-usual mentality that is important in uncertain times.
Effective leadership communication lets employees feel confident in the information they’re receiving. This increases trust, reduces anxiety, and creates a stable atmosphere.
Communication is a vital part of being a good leader. And it is even more critical during times of uncertainty. We need only look at the global COVID-19 pandemic when good leadership (and poor leadership) was on show. New Zealand’s former prime minister Jacinda Ardern is widely heralded as providing good communication during that time. Arguably her overriding communication skill was combining decisiveness with empathy. These are two of the core characteristics of effective leadership communication.
Let’s take a look at these in more detail.
Timely: leaders need to get their message out there quickly. The official announcement needs to be the first communication employees receive. This establishes the leader as the primary source of factual information. This will become even more important if the situation is prolonged and contentious.
Frequent: maintain a continuous line of communication. Set up a regular schedule; even if new developments have not occurred, leaders need to be seen and heard. They offer a reliable presence in a time of crisis.
Clear: situations can be complicated, but good communication demystifies these complex scenarios. A precise, simple touch ensures everyone understands what’s happening and, importantly, the organization’s plans.
Honest: transparency is so essential in a time of crisis. If leaders are being open and honest, there is less opportunity for gossip and rumor to take hold.
Decisive: it’s crucial to make it clear to employees that the organization is acting to resolve or manage the crisis. Good leaders will communicate their plans, reassuring employees that they are taking action.
Empathetic: employees will be anxious and even angry. Leaders must acknowledge these emotions and communicate that. This will help to build up the trust that is so important at difficult times.
Calm: above all, leaders need to keep quiet. All communications must be measured, clear, and calm, with no unnecessary information that may cause distress. Leaders are the organization's voice, and their words and how they deliver them have great power.
Crises are generally unexpected. While problems may not be inevitable, it’s wise to have a crisis communications plan. The plan should set out the who, what, when, and how of communicating with employees during uncertain times.
And now for the trickiest part of the plan.
What: here is where organizations agree on what the message will be. This is where they set the tone of the message, decide how much information they will communicate, and what they will tell employees. This is difficult as we’re talking about events that haven’t happened, and as we’ve outlined above, crises can come in many different forms. But, with as much detail as possible, organizations should detail the approach they will take with messaging during a problem and establish the ground rules for communication. The plan will help leaders to react quickly if a crisis happens and ensures they can communicate quickly and effectively.
What has happened: outline the scenario.
Uncertainty can come in many different guises. It can be challenging to prepare for times of uncertainty, but having a crisis communication strategy in place is a good starting point. Strong communication stems from good leadership. An organization’s leaders should be central to any crisis communication plan. They can steady the ship and settle employees’ anxiety with timely, consistent, and open communication. By being upfront and transparent with their contacts, leaders can go a long way toward guiding their organization through a crisis.