How to Lead With Communication
We all communicate differently. Depending on who you ask, there are anywhere from 3 to 6 (or more) styles of communication that we all implement at varying degrees and in certain situations. Regardless of how you choose to communicate, however, the art of communication itself remains a core function of leadership, especially in our current reality. Business owner, publicist, board member, strategist, or entrepreneur—whatever your current role—there are certain tools that remain essential on a normal day and in the midst of a crisis. Communication is one of those tools.
Be Authentic and Consistent
One question we are all facing right now is: how? How do I effectively communicate with my clients and customers? What do I tell my employees if I can’t see past the next month? How do I keep lines of communication open when I don’t know what to say?
There is no one-size-fits-all solution to our current dilemma. Others are asking the same questions you face every single day. And while your leadership style, situation, or business may warrant a unique approach to communication, there are a few things we have in common that we can learn from one another. There are ways to communicate that will help us be effective, cautious, and empathetic.
Communication—especially now, but even pre-COVID—is more helpful to our audience when it is authentic and consistent. Authenticity allows us to pull from our own experiences, our current struggles and achievements, to meet people where they are. It means we are open, accessible, and honest. And it means we can be trusted.
When it comes to consistency in communication, it is important to note that even on a good day, according to research done by Scientific American, processing verbal input requires a fair amount of thought and focus. And today is not your average day.
It is okay to share information more than once. In fact, this is a great time to over-communicate. We’re all overwhelmed, so hearing things multiple times in different ways from different people helps us integrate new information.
Authentic and consistent communication, particularly now, means being more vulnerable and transparent than you may have been previously. It is a reminder to those around you that we are on this journey together—owner, employer, client, vendor, customer, and employee.
Outbound Communication
In the midst of our efforts to be great communicators during this time, it isn’t unusual to make some missteps in our outbound communication. Brands and businesses everywhere are wondering what is appropriate to share with their audience. Is it okay to pitch a new business idea or product? How do we acknowledge the crisis in front of us and still do business?
If you aren’t sure what to say, take a moment to pause. I have spent a lot of time over the past several weeks pausing to re-evaluate. What do business leaders need to hear right now? What questions are they asking? And what information will be most beneficial in their immediate situation?
The same applies to our customers and our digital audience. It is okay to pause and evaluate the best way forward, but don’t stop talking altogether. Let your customers know that you are still here and that you are in this with them. And give them the opportunity to continue to support you and your business. People want to act but, as always, they need to be invited to take action. Those who can’t afford to buy right now won’t take offense if you are true to your mission and values. Conversely, those who can buy won’t unless you make it clear how their purchase relates to their values.
By applying the practice of authenticity and consistency to your outbound communication, you can continue to build trust and connection with your customers. What does that look like? Educate your customers about what is happening in your industry, your business, or how you are implementing CDC best practices. Share how you are collaborating with other businesses to help those in need. Help them solve problems that they are currently facing. Be a trusted resource. And above all, keep communicating.
Keeping Employees and Contractors Informed
On the other end of your business are those who help keep it running smoothly. Leading our teams requires that same authentic communication.
For those who have employees and/or independent contractors, it is incredibly important to communicate what you know about the state of your business and how it’s being impacted by COVID-19. That means telling them what you know, as well as what remains unclear.
Help them understand what you have identified as mission-critical areas of focus. What key decision points are you evaluating? How can your employees help ensure that the company is okay now and for the long term?
While you don’t need to distribute your P&L to your entire staff, now is a great time to make sure everyone understands the status of core customers and accounts, what new business is in the pipeline, what projects have scaled back or are on hold. And as difficult as it is to discuss money, now is the time to let your team members know what changes the company is making to preserve cash and manage cash flow.
Above all, leading with clear, authentic communication gives you an opportunity to invite your employees and team members into the process of responding to a challenge that impacts the entire company. You don’t have to navigate this journey alone. Communication clears the way for you and your team to work together to retain business, connect with potential new customers, support each other, and stay focused on revenue. Stay authentic. Communicate consistently. And keep moving forward.
