Edward Segal, host of The Crisis Ahead Podcast, interviews guest Gary Ross, president of Inside Comms, a training, coaching and consulting firm focused on internal communication. Over his 30-plus-year career, Ross has worked as a consultant, corporate executive and Emmy-nominated broadcast journalist. He also led corporate public relations for Chicago-based Hyatt Hotels Corporation. Together, Segal and Ross discuss the vital aspects of internal communication during a crisis. This episode includes a discussion on the following:
- Examples of internal crisis communication
- What steps to follow
- Who should be in charge
- How to distribute messages during a crisis
- Success tips for internal crisis communication
What are some organizations you think have done a better job of communicating with personnel during a crisis than others have?
In times of crisis, internal communication is essential. Leaders should see the value of function within their organization. Southwest Airlines, for example, did a good job communicating internally with employees during the COVID-19 pandemic with an email from CEO Garry Kelly. In July 2020, Kelly sent an email with a lead statement saying the company would not lay off or furlough anyone on October 1st, unlike their major competitors. Starting the email with this statement acknowledged staff concerns and, in the process, developed relatability and understanding from a senior management level. While people want to hear about business strategy during times of crisis, they also desire acknowledgment of how the crisis will impact them personally and financially, as well as their families.
Tip: Lead with empathy and understanding of what people are going through.
Are there examples of organizations not doing a good job with internal communications?
If you look back at some social justice issues that have been at the forefront recently, you will see some companies talking about a commitment to diversity, social justice, etc. But suppose you look back at the executive ranks or the board of directors. In that case, there isn't much diversity or a commitment to diversity, as they claim, which is disingenuous for some of these companies.
Tip: Be careful with what you say you're committed to and what you promise others, because you need to back that up with your record and who you are as an organization.
What steps should organizations take to ensure they conduct their internal communications effectively?
It's important to have empathy and put yourself in the shoes of your people. Of course, many of the people working in communications likely know people who are personally affected or harmed by a crisis themselves. For example, in an environmental crisis, the organization's internal members are also most likely members of the affected community or know people who are also affected. It's important to acknowledge the pain and concern of others from a leadership perspective. People want to know their organization is authentic, upfront, honest and doing the right thing.
Tips:
- Offer support and counseling depending on the situation.
- Emphasize your commitment to do the right thing in a difficult time.
- Use caution to avoid over communicating on one topic and not enough on another.
- Cover and address all areas of concern.
- Communicate to all relevant audiences, not just internal members (e.g., families).
Who are the best people in an organization to be in charge of internal communications?
Engage the communication professionals, specifically those who specialize in internal communications. These people will be the most familiar with the audience and can address any particular issues that arise. In the case of severe crises, have face-to-face or video calls with senior leadership and command. Have honest conversations and work together to develop a statement, email, talking point, etc. that is not only authentic but also something people will take the right way. This means talking to senior leadership in real time and suggesting alternatives to what senior leadership perhaps initially suggested.
Tip: Before you issue an email or statement, involve the necessary teams and chain of command to ensure the proper protocol and steps are followed.
What should organizations do to build and test internal crisis communication plans?
If no plan exists, it is advised to put one in place, even if it's just a framework. The framework of a plan is better than no plan. At the very least, some part of a continuity plan should exist, depending on the severity and nature of the crisis. An internal communication plan is a logical next step. Determine the best way to contact the internal members of your organization, and practice internal communication from time to time for other reasons before a crisis hits.
Tip: Have communication channels open with leadership and the right people to act and make decisions in real time.
What's the best way to send internal communication messages?
The best way to send internal messages depends on the unit or organization. If you have dispersed service members, it's important to have some method of mobile capability. Today, just about everyone has access to a mobile device. Mobile capabilities can include an emergency communication system – like a mass notification system – that can send automated phone calls or text messages. If you're office-based, email is always an option. However, methods vary in the degree to which internal communication tools are used.
Tip: The ideal method of communication you want to use is the one where the people are, and whatever method they use.
What are some 'dos' for internal crisis communication?
Always remember:
- Know your audience.
- Be authentic.
- Be empathetic.
- Communicate the knowledge that the people on the other end want to know, including what it means for them, their careers, their families and their world.