Proper or Fallacious: Communication in your group modified in the course of the pandemic
While no one expected or wanted the pandemic, it has given all of us – executives, HR professionals and communicators – an unprecedented opportunity to learn and examine what is working and what we should continue to do in the future.
As you reflect on the progress that has been made, there are some true / false statements to consider, as well as some insights into trends we see from our work with clients and conversations with fellow communications.
Think about communication in your organization
Right or wrong? We have changed the way we communicate in my organization.
If you answered "true", you are not alone.
A recent global survey of various industries by the Boston Consulting Group found that 73% of companies have changed or are planning to change their marketing / communications plans in the face of the crisis and in anticipation of a recovery.
While the pandemic is by no means ideal, it does provide us with an unexpected opportunity to learn and examine what works and what is needed in the long term.
Right or wrong? My organization communicates in a way that I would not have thought possible before this year.
Communicators and leaders have taken on their roles in new ways during the COVID-19 crisis. Why didn't we communicate in a way that was previously purposeful and focused? Maybe it was because:
- Multiple priorities with no clear focus: The pandemic put everyone on the same page on the topic we should be discussing.
- Competing agendas and stories: In so many companies, communication with various executives and groups vying for attention is competitive. Hence, employees need to self-assess the relative importance of an employee success story versus a philanthropy campaign versus corporate profits. A certain amount of “audience curated” experience is desirable, but more often leads to too much noise and disconnected staff.
- "No time for personal conversations or listening": It is ironic that many executives who in the past have not had time to hold a face-to-face meeting turned to video sharing when that was the only option. In the same breath, we took the opportunity to quickly learn how people were feeling and reacting, in order to create a real dialogue when surveys seemed too complicated or too difficult.
McKinsey recently stated that in the first few months of the pandemic, the world jumped five to ten years in digital adoption. Companies – and their managers and employees – have had to step on board or face obsolescence.
Right or wrong? We now have a backlog of issues to talk about.
If you're like other communicators, you probably answered "true". We have heard from many in internal communications that it is a real problem for people to resort to familiar practices in order to resume “normal practices”. That would be fine if these practices serve the company – but what if they weren't?
Take the common problem of too many messages, for example. At the heart of the pandemic, the messages were clear and focused. There is concern that messages that are not "material" will reappear and permeate the organization, creating unnecessary clutter or distraction.
What's behind it? Maybe it is this:
- People assume that the employees have adapted to the current state of work and can take on more “nice to have” topics than just “must have”.
- There is an “organizational amnesia” about how much noise and clutter has been attempted to reach employees.
- Communicators could only fend off aid issues until the pressure built up and the dam burst.
- Reneged communications bypass the established communication process.
- It is unclear which topics and channels the employees did without during the pandemic – and what they never missed.
- The habit pulls people back from doing things the way they always have.
If you are concerned about communication reverting to old, less effective methods, take some time with your team to consider what works from a communication perspective and redefine your communication plan for the future. If done correctly it can only take a few hours. To find out more, read our post, How to restart your communication plan in less than a day.
Right or wrong? Through this time of change I feel empowered to imagine how we will communicate.
Hopefully you answered that correctly because the time is now. There has never been a better time for the communication profession and especially for internal communication. Don't miss this opportunity!
We have seen that the customers we work with made significant strides in their communication because they had to. And it shows how they weather the storm. Through partnership and dialogue with their employees, companies break down artificial barriers, remain productive and in some cases are just as successful as before, if not even better.
We don't want the companies and communicators who have done so much good to lose momentum and miss their moment. Look out for those who are returning to their older habits. If you find that executives post their personal Q&A or become less available, or if you find that the “news” is less focused on safety and spreading across a wide range of topics, your business may be at risk .
How do you apply this year's communication lessons in your communication plan for the future?
– David Grossman
If you keep thinking about your company's communications during the pandemic, consider this three-step approach to restart your communications plan for the future.
