Communication in times of crises: ‘Can you hear me?’
From the moment the world was rattled by the spread of COVID-19, there has been a fundamental shift in the way we communicate. From physical touch to work routines, these shifts have brought about an unprecedented change in our understanding of communication.
In my line of work for Anzisha Prize, my role requires the maintenance of key stakeholder relationships and building strategic communication plans in the youth entrepreneurship sector. During crises, the stakeholder relationships are under pressure, and therewith the organization’s reputation and the crisis intensity. As I take stock of the changes, I am reminded that relationships with suppliers, stakeholders, beneficiaries and partners are more important than ever before.
But how do you navigate the no face-to-face time? How do you read the room when the room has disabled the video function? Most of my time is spent connecting with people to join the movement of supporting youth entrepreneurship on the African continent. How I do that has all changed. But has it really?
It is easy to get bogged down by the lack of face -to -face time. It seems quite unnatural. But the truth is that communication continues just in a different manner. The objectives are still clear. How we achieve them has slightly been altered. We’ve been forced to think of creative ways in which we will disseminate our messages and resources. Now, is the time to review old methods and encourage a new way of thinking. It was always coming, but we just didn’t know it would be this soon.
After the 20th zoom meeting in one week, I felt discouraged. Is this how brainstorming sessions would be? Is this the new way of facilitating panel discussions? I quickly realised I was digitally fatigued. I was tired of virtual living and communicating. It took a toll. And I had to do a quick reality check and realise that for now, this is how things will be. There was no point longing for the past and waiting for a future. The present is all you have. And we have to make the best of it.
So, as I continue to build stakeholder relationships and communicate the importance of youth entrepreneurship, I am reminded about the key elements of what is good communication especially during trying times. I can admit that I don’t have the right answers or methods, but some things have been working.
Here are 4 critical things I’ve learnt:
- In a time of change, clear and purposeful communication is key.
Overcommunication is not a bad thing if done correctly. Your stakeholders need to hear from you. They need to be realigned to your objectives while changes are occurring.
2. Empathetic communication
It is no secret that language is important. The language you use during a crisis matters even more. Use your language to be an ally for those who are going through this shared ordeal. A simple heartfelt ‘hope you are well’ means so much more now. Remind people that you are there.
3. Remember that stakeholder…
It may have been a few months since you last spoke to that customer, beneficiary or supplier, but no matter — reach out. See if there are any synergies or opportunities for collaboration as you realign your mutual objectives. Companies, individuals and organisations are in a state of pivoting. This presents a unique opportunity for partnerships to be built.
4. Forgive yourself
If you’re struggling to communicate and to connect during this time, forgive yourself. Allow yourself to adjust. Things are strange. You do not need to have all the answers. Nobody does.
As the famous adage goes, This too shall pass.
How has this pandemic affected you as a communication specialist? How is your role being redefined daily? What tools have you had to rely on?
If you work within the youth entrepreneurship sector and would like to collaborate, visit www.anzishaprize.org for more opportunities.
