Q: You have been involved in many crises throughout your career – from SARS to Tylenol to the Great Recession. How is this different?
A: Nothing comes close to this global pandemic. Even SARS was limited to a smaller number of people countries. In most other crises, there a CEO/Leader has more levers under their control. The “enemy” or “bad guy” is invisible. You can’t recall the product; you can’t put the cap on the well. We are more dependent on government, science and health officials. After direction from government and health leaders, each organization needs to adapt the rules and for their own teams.
Q: From your perspective how are crisis leaders handling this?
A: With few exceptions, leaders are doing their best. It starts with making sure we all receive accurate, factual information. After first providing information that is relevant to your community and/or employees whether is the CDC website and/or state and local health information, then it’s your turn. According to the Edelman Trust Barometer, the most trusted source of information is company sponsored. Frequent communications from leaders are essential. We should not be spread false hope; give each citizen actions they can take.
Q: What do organizations need to focus on during this time in regards to how they respond to clients, staff, and investors?
A: Take care of your people, their families and their needs. Do more check-ins. Provide resources that you can. Some business will need to close, hopefully for only a short time. Be as clear as possible about what and why, and offer numbers and facts whenever possible. For those organizations that are doing well, don’t gloat. Do your work and support the people saving others.
Q: How and what are you communicating to your staff on the COVID19?
A: We are using email, phones, texts and Zoom calls. We vary the technology and the times of day. I can’t wait to get back into the office. The content of our virtual conversations is similar to what we would have said in person. The difference is that we begin each call with a check-in to make sure we are healthy and allocate time for us to vent or offer each other support.
Q: What are examples of effective and appropriate communications to company employees?
A: The direct, factual and emotional message from Marriott CEO Arne Sorenson really struck a chord. Walmart and Sam’s Club has been effective in celebrating employees.
Q: What trends do you see moving forward?
A: Authentic and open is working best. Huge organizations are posting what amounts to home movies, video edited and shot on smart phones. Anecdotally, the public is accepting this.
Q: What is the top strength needed for CEOs or leaders of organizations during this time?
A: Emotional intelligence and the ability to be as empathetic as possible.
Q: What do businesses need to focus on during this time in regards to how they respond to clients, staff, and investors?
A: Recognize that communications need to reflect that it’s not business as usual. Tone matters.
Q: How is CommCore conducting communications training for their clients during this time?
A: Our training is now entirely virtual. In addition to preparing leaders to more confidently deliver presentations or media interviews, we are now offering specific coaching modules on ways to improve virtual presence while facilitating meetings or conducting interviews from home.
In response to these trying times, CommCore now offers all of our crisis communications training programs and our best-in-breed communications counsel remotely. We are here for you in these uncertain times, to help you get your critical message out in a timely fashion.
Learn more about our Virtual Trainings.
Learn more about Crisis Communications Counsel.
Web-based training is effective and reliable. Our team provides the same counsel, interactivity and exercises online so you do not need to leave your home or office.
Performing well when the stakes are high boosts corporate and personal reputations. We offer our signature media trainings, presentation skills trainings, expert witness trainings, leadership trainings, crisis communications counsel, podcast interview training, social media interview training, and other communications training and counsel remotely.
Let us know how we can help you during this trying time.
We staff the phones M-F 9am-5pm ET and can put you in touch with the right person to help with your specific media challenge.
To schedule a training or get answers quickly, call us at (202) 659-4177 or email info@CommCoreConsulting.com
Learn More About CommCore’s services:
- Crisis Communications Planning
- Crisis Communication Examples
- Industry Focus: Discover CommCore’s Expertise in Your Vertical
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- NYT Reporters Get Pressure Tested
- Crisis Communications Case Study: CommCore Advises J&J During Tylenol Tampering Crisis