Three months ago, who would have predicted the level of global financial turmoil we are experiencing and the swift slide into economic recession? We all know these times are unprecedented, they are unchartered waters. So what are we as communicators supposed to make of them? Helen Goodier takes a look.

One of the biggest factors right now is the fear factor. And fear more often than not leads to silence, but that’s not what these times call for.

Employees – not customers or shareholders - are arguably the most important target of communication in a crisis. They are your company’s frontline in whatever battles it faces. Employees have the greatest stake in the business - they can be your company’s greatest advocates or its toughest critics. They are also the faces your customers see first.

So as communicators what should you be saying to them right now? Try the following:

• Explain the direct impact of the financial crisis/recession on your company. If your company is not directly affected, talk about how the events of the crisis trickle down to your company.
• Communicate about how your industry expects to weather the current economic storm. Is it resilient? If not, why not?
• Explain any cost-cutting measures your company is considering in light of the recession. Even if you anticipate bad news such as redundancies and budget cuts, the long-term damage to employee morale will be less if you explain the reasons behind such actions.
• Reiterate important company missions, goals and values. The true character of an organisation and its leaders comes to light during crisis. Remind people of the fundamentals that guide your company through good times and bad.

And make sure you keep company leaders at every level of the organisation informed and involved. The most critical relationship is between employee and direct supervisor. Remember, one of the most common complaints at work is from front-line supervisors and middle managers claiming they are ill-equipped to deal with employees’ questions and concerns during difficult times. Help them by providing information and resources.

Other factors that may help you now include:

• Communicate frequently. Look for opportunities to hold face-to-face forums, use technology to engage in dialogue with employees and to solicit their questions and feedback, and distribute printed materials to explain complex issues.
• Visible leaders conveying credible messages with conviction and passion are vital to companies right now.  Ensure your employees see engaged, informed leaders through webcasts and other interactive vehicles.
• Make sure the management team know how and what to communicate and limit potential damage from managers’ informal conversations that are heard and filter through the grapevine of every organisation.
• Find ways to listen to what’s on employees’ minds. Monitor what is being said about your company in the press and social media and have a process for rapidly developing and distributing answers to rumours and gossip. Clarify inaccurate statements such as possible redundancies immediately.
• And finally, always co-ordinate your internal and external messages. Employees should always hear company news from the company first.
  

Helen Goodier is a communication consultant and business coach who coaches in the communication industry. Contact her on h.goodier@btinternet and 07739 463528.