If a crisis has broken out in your organization, there is instability or general unrest. Internal Communication becomes indispensable. How to apply it efficiently?
Internal communication, always
A well-executed internal communication strategy allows your organization to cope with a conflict situation in a more tangible way.
However, when faced with an unexpected crisis within the company, it is imperative to have a plan designed to overcome it.
Can you imagine what could happen if, during a flight in which turbulence appears, the aircraft commander does not tell the crew how to behave until it passes?
Not implementing an internal communication plan during a crisis can aggravate it even more. Rumors, radio corridors, and employee conversations can generate erroneous messages that will be much more difficult to deactivate later.
Therefore, it is essential to accurately and sincerely communicate what is happening from the beginning of the crisis—the company’s plan to overcome the situation and the expectations for the different areas.
Respect, always
Your company’s employees are your company’s main asset. And in the face of problems that may arise due to poor decision-making, contextual issues outside the organization, financial crisis, or governance trouble at the top of the company, the people who make up your teams deserve an explanation.
Providing factual information and data will deliver greater security. The voice of the company’s leadership is crucial in this context where credibility and trust are at stake.
Where to begin?
- Form a crisis committee: this group of people will be the ones who will organize the communication and who will assume responsibility and authority for dealing with the problems that arise.
- Call for calm: While acting quickly in communication is necessary, it is imperative to think through each step and act deliberately.
- Establish a one-voice strategy: all departments in a company must share the same information and avoid contradictions.
- Be transparent: rumors can only fall with honesty—information and accurate data at all times about the steps taken by your company will provide certainty.
- Internal social listening: knowing the internal climate will allow you to review your communication planning. It will be necessary to observe the public debate among the internal channels and how it develops.
- Establish feedback: it is not enough to disseminate a statement. It is necessary to establish communication channels so that people working in your organization can funnel their doubts and propose solutions.
A plan, always
What to say, how far, how, and who are all seemingly simple questions challenging to answer in the face of an unleashed crisis.
The plan, once again, establishes order and certainty.
- Appoint a spokesperson
This choice will depend on the depth of the problem. The larger the problem, the more leadership the spokesperson who will deliver the messages should have.
- Disseminate a clear message
Simple but at the same time forceful messages, free of opinion, that have the power of clearing all doubts. All the collaborators must understand the message that is transmitted. Expressing it in a simple language will be necessary, avoiding complex concepts and technical terms. - Deliver the messages that are needed
The planning should also contemplate the communication of each progress and improvement around the actual crisis.
Report on each milestone to avoid misinformation without restricting the number of messages. - Return to values
In difficult times, returning to the company’s values can help to overcome the most difficult moments. Establishing how the different areas that are part of the company can act based on them will result in a beneficial circle. - Use available channels and technology
We must ensure that the message reaches everyone. Then, we must evaluate the channels through which we disseminate the announcements; apps, intranet, mailing, or a set of these, using all available tech.
