What to consider when making your internal and external comms more humane
The pandemic changed everything. And while some changes will take some getting used to, others — like remote work and increased public health awareness — are changes we can get behind.
In the content and public relations sphere, the most significant change to take root (and hopefully one that is here to stay) is the shift towards a more honest, compassionate and authentic approach to communication and writing.
It took a crisis for us to see the light and embrace a common sense approach to PR. Internally, even before the pandemic, the TNKR braintrust found ourselves wrestling with the idea of ‘Thought Leadership’ and how to grow the concept into something more meaningful than wild chases to score earned media. The answer? Authenticity.
Injecting hope and empathy into business communications is, quite simply, good for business. From crisis management to leadership and beyond, a kinder, gentler approach is the way forward for any organization that hopes to achieve meaningful engagement. We are all human, so let’s act accordingly.
Authenticity, Always
Leading with empathy is not a sometimes thing we do selectively when it benefits us, it must be systematized. We have a lot of experience carrying out basic crisis communications procedures, but in recent years we’ve injected the model with that empathetic, compelling messaging that does not talk down to our increasingly better-informed audiences.
This is not about optics and butt-covering; it’s about embracing radical transparency at a time when people are tired of meaningless jargon.
Here is what a crisis comms procedure might look like when we approach it with an added level of authenticity:
- Calmly and objectively present the facts while reassuring all parties that you are aware of their concerns and perspectives, and that the necessary steps are being taken to correct the mistake.
- Plan a communications campaign with your consultant, both internal (informing and reassuring staff, stakeholders) and external (timely, honest updates for the public, clients or media).
- Consult colleagues and stakeholders as you develop best practices to ensure something like this never happens again.
- Your social media channels are a direct gateway to the public: What will you say, and how will you say it? Avoid jargon and non-apologies; speak or write as if your audience was in the room with you. The goal is not just to inform, but to connect.
Compassion, security, inclusion; these are the pillars of a winning PR strategy. Not because it looks good, but because it’s the right thing to do. Be it crisis or casual Facebook post, how you speak to people can sometimes be more important than the content itself. Whatever you want to say, say it as if you’re having a face-to-face conversation; people can tell when you’re being disingenuous. In three words: keep it real.
Humane Leadership
Compassionate managers get the most out of their employees. They are more engaged with their jobs, more committed to the company and less likely to burn out. The days of berating and belittling others for sport are over — to survive in the post-pandemic era, leaders must show a willingness to care.
So what do people expect from their bosses these days? For starters, an understanding that this is not an easy time to be alive: war, disease, political instability, an economy teetering on the brink of recession — it is important for leaders to communicate to their workforces that they understand these outside stressors and how it’s OK to give someone having a bad day some space.
For starters, when possible, communicate openness to asynchronous scheduling. If someone has to bring their kid to the doctor, give them the freedom to be a parent and get the job done on their time, in time. Remote work was a game-changer during lockdown; rather than forcing workers back to the office around the clock, why not work with employees to come up with a well-balanced system that accommodates those who can be productive at home?
Meaningful Conversations
The very best leaders are also mentors. Words matter, but so does your time, attention and expertise; when you share wisdom, you’re investing in longevity and continuity. Health is top of mind for many people, so take steps to find out what kind of resources your employees need, be it mental health support, bereavement leave or a benefits plan that may even include pets.
When you double-down on empathy, extending the philosophy from content to culture, you’re creating a workplace that gives people a sense of purpose. And you get what you give.
But back to content. Specifically, why your content matters. The essence of Thought Leadership is being the voice that drives a specific conversation. Be that champion of bold, innovative ideas but occasionally aim the message internally, at your colleagues, so they have a greater appreciation for the vision.
These conversations can get started in the form of a blog, internal message on Slack or a monthly private newsletter. Ask yourself what behind-the-scenes information might inspire the team, and how the project makes them feel. Make your questions open-ended and encourage brainstorming; innovative ideas will result.
Christopher Paré is an Editor and Consultant with TNKR Media.
pare@tnkr.ca
Photo: Dan Meyers / Unsplash
