Communicating in times of rapid change: Lessons from the crisis communications playbook

Between chaos at the Minnesota Capitol and a new presidential administration with a fast-moving agenda, this news cycle shows no signs of slowing down. Many people are feeling overwhelmed and uncertain, looking for organizations they trust to say and do the right thing. As leaders, we face a daily challenge where we must react, reassure or simply ignore. The key to effective leadership during this rapidly evolving time is to go back to the basics of good crisis communication: Who are your most important audiences, and what do they need to hear from you? If it feels like even answering that question is challenging, here are a few best practices:

• • • Don’t rush to respond: With so much new information coming in, it’s tempting to be reactive. But not every situation warrants a statement or comment from you. You have time to gather facts and craft a thoughtful response that aligns with your values and organizational goals. At the same time, don’t be paralyzed by indecision and fear. This kills stakeholder confidence in you and your organization. If audiences are expecting to hear from you, don’t leave them hanging for too long.

   

  • • Focus on what you can control: In times of rapid change, it’s okay to acknowledge uncertainty. Many leaders will shy away from communicating because they don’t feel equipped to answer the questions they’ll face. Be transparent about what you do and don’t know. You can share the steps you’re taking to get more information and find the answers, as well as how you will share updates as the situation evolves. Ensure stakeholders know how and when to expect information, such as regular emails, meetings and newsletters. This moves you away from a pattern of reacting and helps you establish a routine pattern for sharing information.

   

  • • Lead with your values: Whenever you’re not sure how to proceed, let your personal and organizational values be your north star. Authentic messages build trust. As a leader, don’t be afraid to show emotions and be empathetic. You can’t assume you know what your audience thinks and feels in this divisive political climate, and there is no way they all feel the same. Ask questions and seek to understand before acknowledging emotions, and focus on what you have in common.

   

  If any of this sounds familiar – it should! We’ve navigated the unknown before, and we’ll get through it again. The issues and players may change, but the basics of good leadership and communication remain the same.