Communicating our way out of lockdown

3 Jun

Over recent days, many of us have enjoyed socially distanced reunions with family and friends as we emerge from lockdown. Many workplaces where remote working is not possible, from garden centres and car showrooms to construction and manufacturing sites, are starting to re-open.

But following months in a lockdown bubble and with the COVID-19 health and economic risks still at large for both individuals and companies, what should we be considering to ensure that customers, employees and suppliers are as safe as possible and feel reassured about their return? Getting this right has life or death implications, not just for individuals, but also the organisation.

In the ever-shifting sands around COVID-19, communication is one of the few things remaining within our control. Undertaken effectively communication can help positively impact the physical health of individuals and economic health of an organisation.

So where to start with this communications prescription? It is tempting to rush and deliver communications as quickly as possible. But have you considered what you are trying to achieve and how communication supports your goals? Are you trying to reassure, inform or engage your audiences? Or all of the above? If so, ensure what you are saying and how you say it matches these objectives.

Another key consideration is your organisation’s vision and values. This may even be a new vision as a result of circumstances. For example, Perceptive’s vision remains long term growth, but our more immediate focus is to ensure we emerge from this crisis as a team. We have kept this front and centre over the last few months and will continue to do so over the coming months.

Our core values have also continued to drive our behaviours and communications, not least our focus on results and supporting our team and our clients. This includes our FREE webinar series with Homes for Scotland and Industrial Biotechnology Innovation Centre (IBioIC) on communicating effectively while facing the health and economic challenges of COVID-19. The next webinar focuses on communicating effectively as we emerge from lockdown. Find out more here:

Before communicating with any audiences, think about the questions audiences will raise and as far as possible, have answers prepared. In today’s virtual world where most of our communication is online, do ensure you have a written set of FAQs available, including via channels like your website.

One common mistake in a crisis situation is forgetting an important group or audience. Customers and employees are naturally top of mind, but what about suppliers or subcontractors? These audiences have an important role not just operationally, but also play a huge role in shaping the reputation of an organisation, and indeed helping to convey key messages.

Influential stakeholders like politicians are also sometimes missed. If you are taking significant actions, it is best to keep your local MSP and MP informed. Even if it is bad news, they would rather be informed by a trusted source of information rather than being caught on the back foot.

Finally, remember the best communication is always two-way. Don’t be afraid to pick up the phone to customers, employees and any key partners and use this feedback to shape future communications. Social media makes it easy to listen to customers, helping anticipate their needs and ensuring communications are planned and delivered in the right context.

Social media can be used creatively and to spark some much-needed fun and humour in these often-dark days. KFC has achieved this brilliantly with their “KFC is back” campaign featuring customers’ versions of their food with varying degrees of success. Images from its #RateMyKFC social media campaign were set to Celine Dion’s “All by myself”. The ad ends with KFC reassuring customers: “We’ve missed you too” then saying: “We’ll take it from here.” Their “Finger Lickin’ Good” slogan may have disappeared with COVID-19, but in the words of Gloria Gaynor, something tells me KFC “will survive”.