by mm46
Did the futurists predict the global challenge that is now coronavirus?
Whatever the case may be to the above question, the COVID-19 viral disease has now been officially designated a pandemic by World Health Organisation (WHO)[1]; and it is causing widespread panic, pandemonium, and profit concerns.
As I pondered its effect on organisations and our own clients, I kept asking two questions: “what must we do?” and “how must we do it?” The two words that sprung to mind and triggered answers to these questions were “fencing” and “BBC”.
I used to participate in the sport of fencing, or sword fighting as some would call it; and my coach always hammered on about riposte; a quick return thrust following a parry of the opponent’s attack. It then dawned on me what we must do, using this tactic. In three steps, organisations can:
1. Neutralise the situation by understanding it (COVID-19) for the purpose of creating awareness and understanding, in relation to its potential impact on operations.
2. Prepare responses to employees, clients and stakeholders that outlines steps that the organisation has taken and continues to take in addressing the effects of the pandemic. This provides the right perspective and should allay unfounded fears brought about by misinformation.
3. Communicate the response(s) with speed as events unfold with new updates in the form of advice and guidelines. This ensures that leadership within the organisation are seen to be proactive as opposed to procrastinating.
So, as I came up with an approach that can be adopted for “what must we do?”, answering the second question “how must we do it?” took me way back to my media handling training days, that I was privileged to receive at the hands of seasoned experts of the British Broadcasting Corporation (BBC). It was Day 2 (afternoon session) of the training and the Trainer introduced a model that demonstrated how to make communication work for us in a crisis, conflict, or difficult situation. I choose to call it “EARS” – that’s the acronym for the process.
Organisations can adopt or adapt the four-step communication strategy from the “EARS” process as follows:
1. Empathy. Stakeholders want to know through your communication that you are aware of what they are going through and understand it, even if you are not experiencing it in the same way. In this regard, the leadership at my company has engaged staff and we will make this article available to our clients. We are sharing and discussing what we know and how we feel about the COVID-19 virus, as well as the effect that it is having on us.
As such, health, safety and hygiene procedures have been ramped up and precautions are also being taken in relation to foreign and business travel and people contact protocols.
2. Action. People want to know what you are doing about the situation as an organisation. They want to see the steps you are taking to allay their concerns and fears; they want to know that you have them in mind (and not just their money).
Delta Airlines CEO, Ed Bastien, is a great example of this. He sent an email to all customers revealing the company’s plans for handling the current outbreak.[2] In it, he gives a great lesson in exactly how to handle this type of situation.
3. Reassurance. It is important for your clients and employees to feel that they can sleep well at night in the knowledge that they are still able to feel safe in the place of work or engagement. When employers create enough awareness, the right decisions will be made by their employees. Clients also need to be engaged in ways that mitigates risk without incurring further costs. In essence, and beyond social distancing, “alternative gatherings” should be a strategic consideration.
4. Scale. Trust is an important factor in times like these. Nothing must be under-reported and nothing must be exaggerated. Organisations must say it as it is; no matter how dire the situation may be. As we all know, “there are lies, damn lies, then statistics.” Integrity must prevail in times like these.
Article by Tunde Alabi “Iceman”. Tunde Alabi is also known as Iceman. He is Director of Transformation at Metamor46.
You can follow him on: linkedin.com/in/iceman46
[1] https://www.npr.org/sections/goatsandsoda/2020/03/11/814474930/coronavirus-covid-19-is-now-officially-a-pandemic-who-says
[2] https://www.inc.com/jason-aten/deltas-ceo-sent-an-email-to-customers-about-coronavirus-its-a-lesson-in-preparing-your-business-for-crisis.html