Top Tips for Effective Communication as we Emerge from Lockdown

Our latest webinar, run in conjunction with Homes for Scotland and Industrial Biotechnology Innovation Centre (IBioIC), focused on communicating effectively as we emerge from lockdown. Our guest panellists, who shared their learnings on communications during lockdown and as we emerge from lockdown, were:

-          Jennifer Kennedy, Head of Public Affairs, Homes for Scotland

-          Caroline Kewney, Senior Business Engagement Manager, IBioIC

-          Julie Cosgrove, Chief Executive, Caledonia Housing Association

-          Martin McKay, Executive Director of Regeneration, Clyde Gateway

Collectively, the panel placed an importance on clear communication, both internally and externally - this became the key overarching theme for the webinar.

Here are our top takeaways.

1.     Open and honest communication

Stress and anxiety can be high amongst employees during an unsettling time – they are likely to have a lot of questions. Create open and honest communication for employees through offering Q&A sessions, online forums or providing regular updates, such as a weekly newsletter. Caledonia Housing Assocation has been implementing many of these and employee engagement has increased during lockdown.

Externally it’s important to understand customers/members and put yourself in their shoes, think about their perspective and give them the chance to share their views and feelings, especially on how your organisation may be able to help. Make regular contact to keep them updated – Caledonia Housing Association had great success reaching out to their customers over the phone to check in.

Top tip: don’t be afraid to admit you don’t have the answers to questions.

2.     Comment Carefully

There are many sensitive issues surrounding COVID19, so it’s important to remain cautious when commenting publicly, particularly in the media. Jennifer Kennedy of Homes for Scotland recalled turning down media opportunities to avoid negative impact, instead waiting until the appropriate time, and carefully choosing when to provide a public statement.

The same rules apply when commenting on a smaller scale, eg posting on social media. If you are at all unclear about your message, refrain from posting as you want to be as clear and direct as possible.

Top tip: While tempting to take action and provide comment, consider the long term consequences before jumping in.

3.     Focus on recovery

It can be easy to focus solely on short-term objectives at the best of times, let alone during a pandemic. Don’t lose sight of those medium and long-term objectives - it’s important to look at how to adapt these for what will become ‘the new normal’. Getting ahead of the curve will not only ensure you remain proactive and prepared, but it will make the prospect of recovery much more of a reality.

Top tip: Ensure your customers are aware of your state of preparedness for emerging from lockdown.  Many organisations have furloughed employees and have remaining staff working from home.  Clearly communicate your readiness or otherwise to resume work with customers.

4.     Don’t over communicate

While it’s important to keep internal and external parties up to date, it’s equally as important to avoid bombarding them with messages. Take time to listen to what they have to say and respond effectively.  Martin McKay of Clyde Gateway shared how their communication, both since lockdown and going forward, is focussed on their audiences, rather than Clyde Gateway. Listening to target audiences can help ensure the messages are carefully tailored to audience’s requirements and the tone is appropriate.

Top tip: Less is more. Remember your audiences will are probably bombarded with information at the moment.  If you want them to continue to pay attention to your organisation, keep communications concise, clear and compelling.   

5.     Recruitment

This is particularly important with new hires who have been recruited while remote workingis in place. Ensure you introduce them to the team gradually (watch out for Zoom overload) and involve them in team calls. In the beginning, they might not have much to contribute, but it’s important to let them observe and find their feet.

Caroline Kewney at IBioIC joined the organisation during lockdown and commented how positive her induction and working experience has been so far. Caroline joined at the same time as two colleagues and they have supported each other.

Top tip: Recruitment and bringing new employees at this time is tricky but not impossible.  Encourage as much face to face communication as possible, but without Zoom overload!

6.     Positivity goes a long way at the moment

Amidst the challenges of COVID19, there have been positive learnings and good news stories – don’t forget to share these with your employees and indeed external audiences.  While it’s important to remain honest about the situation, incorporating the small wins and positives can help to reduce stress and anxiety levels with employees as well as enhancing your organisation’s reputation with external audiences

Top tip: We are all hungry for positive news at the moment, including journalists.  If you organisation or your employees are doing something positive, even non-COVID related, don’t be afraid to share this.

Our next webinar on Fri 26 June 1-2pm focuses on effective political influencing as we emerge from lockdown. Register here.