Communications in the time of COVID

I, along with the rest of the world, have watched the past few months in total disbelief. Before this started in the United States, I had a different blog post written about using social media. It was set to post on March 7. And then, things exploded. People are and continue to be very sick. Hospitals are in need of protective equipment. The world is exhausted.

Through all of this, communication is essential. But where do we, as communication professionals, fit in this need for constant connection? Most of us are safe at home, able to work remotely. How do we contribute meaningful content while trying to lessen the noise? Our work is essential in this time and finding a balance is key. For much of the year, many of us focus on external publics and during this pandemic, we have been leaning in to guide our organizations through an unprecedented need for community. I offer a few thoughts and suggestions.

I argue that the many COVID-19 resource websites that have been created are contributing to misinformation.

In this moment, we need concise, correct, and up-to-date information that is easily accessible and sharable. Though well intentioned, many COVID-19 websites are adding an extra step between the primary source (Centers for Disease Control (CDC), World Health Organization (WHO), various departments of education, etc.) and the target audience. Why create the extra step? If you really feel the need to create a secondary resource, create a tab on your existing site specific to COVID, how your organization is handling its response, and use direct links to up-to-date primary sources. We have a responsibility to lessen the misinformation.

Return to your roots

Many communications professionals started in newsrooms. If this is you, return to your values in reporting accurate, easily digestible information. Remember the inverted pyramid? Use it. The first paragraph is important in communicating your most important points.

Consider not blowing up someone’s inbox

Consolidate. What is happening is overwhelming. If you can lessen the amount of emails each day about new processes, new steps, more changes, then do it. Limit your impersonal, company-wide emails to once a week if possible. People need time to breathe, accept a new change, and realize how this is going to impact their lives moving forward.

Encourage community

We live in a magical time for technology! Encourage a virtual happy hour, a lunch and learn, or co-worker shout-outs! Be creative! Give new things a try! Create a Tiki's Tok dance competition! Throw something at the wall and see what sticks! Many of these things are free to use, so you don’t need to worry about wasting precious budget dollars. We are creative people by nature, use your talents!

Remember the tone

Lastly, though we crave good news, remember the time, place, and tone. That big announcement you wanted to publicly make? Can it wait? Should it wait? Will sending that press release right now give the impression that your organization is out of touch? Consider your audience and weigh your options.