Communicating During Intense Change

We've completed three weeks of lockdown and we've got at least another three to go. So, what have the last few weeks taught us about communicating during an intense period of change? We've heard of organisations that have really upped their game to help their employees make sense of change as they adapt, innovate and learn through this new way of working. And whilst it's tough, it does feel like - at least from a work perspective - we're settling into a new way of life and there are already lessons we can learn. 

More than ever, employees want to see strong, visible leadership and regular, open communications. Many of the usual comms rules do still apply, but the big difference here is the incredible pace of change, the vast amount of information that needs to be communicated and the deep personal impact it has on all of us. For organisations to keep their communications lines open with their teams, here?s a few hints and tips from our change comms tool bag that might help: 

It's never been more important to share the truth and be open with your teams. These are tough times and it's ok to communicate that. This isn't a time to gloss over the bad stuff; people want to hear how their organisation is really doing and what decisions are being taken. We're all looking to our leaders to provide that constant stability, reassurance and transparency.  

The good news stories might be few and far between, but that's no excuse to stop communicating. In fact, it's even more reason to keep going. Rather than your teams filling in the gaps for themselves on their video calls, a great leader will continue to share news - good and bad - and offer predictability so everyone knows when the next update is coming.  With information changing daily, comms need to keep up with this pace.

Teams are more disparate than ever before, so it can easily feel like you're removed from the rest of your colleagues. Here's where regular, consistent communication is key. It doesn't have to use the latest whizzy technology; a simple daily email or a video update from the leadership team can be enough to maintain that connection and keep people informed and involved with current news. 

Now isn't the time for waffle; it's a time for giving the facts and keeping your messages clear, simple and consistent. That doesn't mean your comms should feel cold or faceless. Quite the opposite. Rather, it's about sticking to what people really need to know so that they don't have to wade through a heap of information to find the important points. We're all experiencing information overload as it is, so let's make life easier for each other. 

As well as broadcasting regular news updates, it's important for us all to feel like we have a voice and can raise concerns. Give your teams the chance to ask the difficult questions that are making them anxious. Make sure they know they can speak to their manager. Even if you don't have all the answers or can't give them right now, being open for questions and two-way dialogue is crucial right now. 

One of the huge positives that has come out of this period is a sense of community spirit, of being part of something, of making a difference and helping others. Look out for the good news stories where colleagues have pulled together; find the unsung heroes in your organisation and recognise them. Build on that team spirit and help to drive positivity in these uncertain times. 

The most important part of any change communication is the impact on people. What does it mean for me? This question needs to be front of mind every time you communicate. Especially now, when you might have different audience groups that you haven't had to think about before; staff that have been furloughed, teams that are now working on reduced hours, or people coming back from extended leave into a whole new working world. What do they need to know? Equip managers to check on their teams and flag any concerns quickly. Take time to check in with how people are thinking and reacting? and, most importantly, make sure no-one is being left behind. 

None of us knows exactly what the future holds, or what working life will be like when we get to the other side. However, we all want to know what's next. We may only be able answer questions about the immediate future, but we can reassure our teams that we have a plan for whatever comes our way and that we'll tackle the difficult issues head on. 

If we follow these tried-and-tested comms tips, we'll give our employees, teams and colleagues the confidence that, as soon as we can give them clarity on what's coming and how it will affect them, they can trust us to do just that. Both during these unprecedented times and during any future periods of change too.

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