During uncertain times, know your messaging

What you say right now matters. What you put up on social media whether it be your professional or personal page matters. How you speak to your staff and stakeholders matters. Communication in a crisis matters.

Throughout my time as a journalist, I’ve reported on many natural disasters and economic downturns. However, we are in the unprecedented territory now on a global scale. Like many people throughout the world, COVID-19 is having an impact on life. I have a very unwell elderly father in the hospital, whom we are trying to protect. My husband is a doctor on the frontline. I am working remotely from home while we’ve made the decision to home school our children for the foreseeable future.

As I write this post my 15-year-old daughter is diligently studying. My 10-year-old son is taking a break and distracting his easily distracted 16-year-old brother. In their defence, they have both been quietly working next to me for a couple of hours and now need to run around.

At university, I was contemplating being a teacher. I worked and lived a private boarding school as a tutor. I am now thankful for the skills I learned during those days as I try to give my family some structure. However, I’m not going to say it isn’t hard because it is and will continue to be difficult and isolating, for myself and many other Australian families. My youngest son still doesn’t quite get the concept of social distancing, keen to go out and have friends over. My daughter had a bet with her friend that I’d say: “This is not a holiday” by lunchtime on the first day we started being at home. I said it at around 11 am.

The ability to express clearly your key messages during the COVID-19 pandemic is crucial. Never before have we seen so much information available on one issue. However, the stakes are high with misinformation. What we say matters and needs to be on brand and clear-cut as our current circumstances do not permit misstep. Now is the time to be building trust and leadership. 

Many business owners and leaders will be feeling frustrated, emotional and deeply concerned. Having a filter and someone to manage your reputation is important during the COVID-19 pandemic and business downturn. Many larger organisations are working around the clock with their PR teams to deal with the fallout.

While working from home we are available to be your advisor and point of guidance during this challenging time. Ensure you’re clear on your messaging and manage your brand. Remember stay on brand, stay on message.