In a crisis, nothing is more important — aside from saving lives — than clear, consistent communication. Our present crisis, the Covid-19 pandemic — offers some vivid lessons in Crisis Communications 101.
(1) Take responsibility. Have a plan. Trust is everything.
Leadership, leadership, leadership. At the helm of crisis management is a trusted, credible leader supported by a project team with a designated spokesperson and a group of experts germane to addressing situation, each with a clearly-defined role. This team is the source — through multiple channels — of clear, consistent messaging and regular updates.
(2) Deliver the facts clearly, accurately, and on a regular schedule. (Do not lie, obfuscate or bluster.)
A crisis is not the time to wing it. Don’t lie or offer false reassurance. I understand the pressure to deny the reality of a bad situation. But in the end all is revealed, and it’s just not worth it.
We’ve been blessed in Dr. Anthony Fauci, the director of the National Health Institute’s National Institute of Allergy and Infectious Diseases, who has the credentials (2008 Presidential of Freedom for his work with HIV/AIDS) and credibility to steer a rational response and call a spade a spade.
Brene Brown reminds us that we are at our worst when we’re in fear. Address the why/who/what/when to lessen isolation. Help communities figure out how to care for those who don’t have the money, mobility or transportation to prepare. Consider how to give people opportunities to help, despite social distancing. Despite an uptick in first-time gun sales, you probably don’t need an AR-15.
A dedicated website. If Google is developing it, that’s great, because a central repository of accurate information is pivotal.
(3) Stay out of the forecasting business.
Fact: No one knows the future. Set realistic expectations based on the information on hand and leave prognostication to soothsayers. They have disclaimers.
No vaccine or treatment exists for Covid-19. It takes 18-24 months to develop a vaccine for an unknown virus such as the one that causes the disease. The timeline is mandated by federal law which regulates the licensing of vaccines which require a series of clinical trials, animal and human. Here’s an interesting take from Dr. Jason McLellan, a scientist at the University of Texas who has been studying coronaviruses for years, and is working on a Covid-19 vaccine.
Given our proven lack of forecasting abilities, setting a deadline for the end of a crisis, particularly as it unfolds, opens the door to panic and blame.
(4) Use clearly-defined terms.
Hats off to Wired for a clear explanation of the pandemic’s terminology. Coronavirus refers to a family of viruses; SARS-CoV-2 is the name of the germ that causes the disease, and Covid-19 is the disease itself. Coronaviruses are so-called because the germs that cause the disease latch onto cells in a circular formation, like a crown or corona (see the image, above).
(5) Set clear guidelines and explain why.
At heart, we’re all children. We need rules. So give us clear guidelines, tell us why, and enforce them. That way, we know how to respond. The guardrails are in place.
Covid-19 differs from other coronaviruses in that its more contagious. With no vaccine in place, curtailing the virus’ spread is step one. If this means curfews, tell us and make it a national rule. We’ll adapt. Voluntary compliance is rarely effective. If you doubt this, check your neighbor’s (or maybe your) recycling bin. You’ll find the definition of “clean glass, paper and a very limited range of plastics” is far broader than you could have imagined.
(6) Remind people what’s most important.
Our culture is built on community. That’s how we earn a living, worship and create family and community bonds. And therein lies the biggest hurdle (and lesson) of Covid-19. I have no doubt that how we respond will define us for the foreseeable future. There are some really interesting things happening virtually which I’m exploring and will write about in a future blog.
Let’s learn our lessons well. My take: Give us accurate information. Deliver it consistently, through sources that we can trust. That way, we can follow the rules, take care of our neighbors and the vulnerable. And remember to take care of the environment because ultimately, that’s what we depend on.