{"id":49798,"date":"2020-12-14T09:32:16","date_gmt":"2020-12-14T14:32:16","guid":{"rendered":"https:\/\/www.ccl.org\/?post_type=articles&p=49798"},"modified":"2025-05-08T07:05:17","modified_gmt":"2025-05-08T11:05:17","slug":"communicating-in-a-crisis-what-when-and-how","status":"publish","type":"articles","link":"https:\/\/www.ccl.org\/articles\/leading-effectively-articles\/communicating-in-a-crisis-what-when-and-how\/","title":{"rendered":"Communicating in a Crisis: What, When, and How"},"content":{"rendered":"

Crisis Management Communication Tips for Leaders<\/h2>\n

During a crisis like the current pandemic and its economic aftermath, you\u2019re undoubtedly dealing with some level of \u201cinformation overload.\u201d From the barrage of news updates to the endless torrent of communications from brands about how they\u2019re dealing, to the best efforts of governments and health officials to provide accurate guidance, it\u2019s natural to feel a bit overwhelmed.<\/p>\n

Out of all the information, data, and speculation being thrown around, how do you decide what, when, and how to communicate with your team and organization?<\/p>\n

Leaders around the world must know\u00a0how to lead through a crisis<\/a>\u00a0and\u00a0are seeking best practices for communicating in a crisis.<\/p>\n

At CCL, we consider communication one of the essential functions of a leader. In fact, it\u2019s one of the \u201cFundamental 4\u201d leadership skills<\/a> we\u2019ve found through our research that every leader, regardless of level, needs to master in order to succeed and thrive.<\/p>\n

Since it\u2019s a fundamental skill, communication is always important for leaders<\/a>, but during a crisis, communication is critical.<\/p>\n

People are thirsty for information. They want to know the current state of things, what’s being done to keep the situation from getting worse, and when everything will be getting back to normal. And the pressure on leaders to provide impactful guidance and information is especially heightened in a crisis situation.<\/p>\n

Here are some practical tips on what, when, and how to communicate in a crisis to help you connect with your team and organization at a time when stress is high and there’s a lot at stake.<\/p>\n

Communicating in a Crisis: Tips for Leaders<\/h2>\n

Best Practices on\u00a0What<\/em> to Communicate in Crisis Situations<\/h3>\n

\"Best<\/a><\/p>\n

Deliver essential information in a quick, clear, and transparent manner.<\/h4>\n

People are overwhelmed with the amount of information coming at them. They\u2019re on the lookout for essential information that can help them get through this crisis, but they\u2019re also under tremendous pressure at work and at home, and they don\u2019t have time to digest it all.<\/p>\n

Focus on essential information and embrace brevity. Share what you know when you know it. Also, be honest \u2014 this is not the time to equivocate and fall back on corporate speak.<\/p>\n

Share what you don\u2019t<\/em> know, in addition to what you do<\/em> know.<\/h4>\n

No one has all the answers right now. But acting like you do will damage your credibility and your ability to connect with your people. Be honest and embrace the ambiguity of the situation, but also share what you\u2019re able to. People will appreciate and resonate with honest, direct messaging.<\/p>\n

Make it clear what people can look to for stability and guidance.<\/h4>\n

In a moment where it seems like everything is shifting and up for grabs, let others know what remains stable. Clarify and emphasize what’s bedrock and unchanging. For many organizations, this might include their vision, mission, and values.<\/p>\n

Helping employees see how difficult decisions are being made with the organization\u2019s values as guideposts can reassure them that there’s a \u201cmethod to the madness.\u201d Reinforcing core commitments like \u201chow we can make a positive impact\u201d and \u201cwhy we\u2019re doing this in the first place\u201d can instill meaning and purpose during a time of struggle.<\/p>\n

Best Practices on When <\/em>to Communicate in a Crisis<\/h3>\n

Communicate broadly, repeatedly, and through multiple means.<\/h4>\n

To stand out above the noise, don\u2019t just rely on one particular medium or platform. Remember the 3 R\u2019s: review, repeat, and reinforce.<\/em><\/p>\n

If information is shared only once (or through one medium), you cannot be sure that everyone has received it \u2014 or if they did, that they understand it.<\/p>\n

Take the extra time to review information with your team, to repeat the information to help it sink in, and to reinforce the key points of your information with additional context or guidance. If in doubt, err on the side of over-communicating and sounding redundant, rather than under-communicating and running the risk of people not hearing or understanding your message.<\/p>\n

Explain before<\/em> questions and concerns are submitted, when possible.<\/h4>\n

During a crisis, people can be so overwhelmed with just getting through their lives that they may not have the capacity to reach out with questions and concerns. Taking the initiative to connect with your team and answer the questions they likely have will show them that you\u2019re on the front line dealing with the crisis and that you\u2019re willing to support them. Of course, you should also provide a space for your team members to share their concerns and ask questions that haven\u2019t been answered.<\/p>\n

Share with others after<\/em> you\u2019ve taken care of yourself.<\/h4>\n

This may sound selfish, but it\u2019s extremely difficult to lead others if you\u2019re not in a good place yourself.<\/p>\n

Take care of yourself, making time for your wellness<\/a>, being kind to yourself through constructive self-talk<\/a>, building awareness of distorted thought patterns and rumination<\/a>, or just taking some time to be patient with how you\u2019re feeling right now.<\/p>\n

If you can get yourself in a better place, you\u2019ll be more able to help and lead others effectively.<\/p>\n

\n

Access Our Webinar!<\/h3>\n

Watch our webinar, How to Practice Authentic Communication in a Virtual Space Through the Power of Listening<\/i><\/a>, and learn how communicate more authentically and avoid misunderstandings by listening for facts, feelings, and values.<\/p>\n

Access Webinar<\/a><\/div>\n<\/div>\n

Best Practices for the How <\/em>of Communicating in a Crisis<\/h3>\n

Be human.<\/h4>\n

Embrace the full range of emotions you and others are experiencing right now, and be transparent about how the current challenges are impacting you. Demonstrating vulnerability can help generate trust<\/a> between you and others, especially in a difficult situation. You can further improve your ability to connect by pausing before giving feedback on an employee\u2019s performance to ask how they\u2019re doing. A powerful question to ask your team is \u201cWhat dominant emotion are you experiencing right now?\u201d<\/em> This will likely lead to a much richer conversation than simply asking how they\u2019re doing.<\/p>\n

Connecting on a human level communicates care, reduces the threat response, and encourages neuroplasticity \u2014 critical fundamentals for healthy teams, creative problem solving and innovation, and sustainable performance, particularly under stress.<\/p>\n

Get eyeball to eyeball.<\/h4>\n

With all the technology currently available, there\u2019s no excuse to not at least occasionally connect with your team on video. There\u2019s a qualitative difference in the communication that occurs. You\u2019ll not only be able to read emotions through facial expressions and body language, but you\u2019ll also gain insights that will allow you to connect on a more personal level when you notice a pet or family member wandering by in the background. This is a key best practice for virtual teams and meetings<\/a>.<\/p>\n

Listen to understand.<\/h4>\n

Don\u2019t start by trying to solve people\u2019s problems right away. Take a wider lens. When you actively listen to your people<\/a>, pay attention to the facts, feelings, and values they\u2019re expressing. By starting with understanding, you can get the whole message and help others feel heard.<\/p>\n

Sometimes that\u2019s all that\u2019s needed \u2014 as a leader your job isn\u2019t always to solve problems but sometimes to just sit back and listen. Also, be prepared to deal with conflict and negative emotions \u2014 people deal with crisis situations differently, so be patient, listen, and respond to your people with grace.<\/p>\n

Focus on the person, not the problem.<\/h4>\n

Even when it\u2019s your intent to help others with their problems, avoid the impulse to jump in with your own solutions. Instead, try to\u00a0hold coaching conversations with your people<\/a>\u00a0\u2014 asking thought-provoking questions that help surface their understanding and insight to help them come up with their own solutions. This gives others a sense of empowerment during a time when they may be feeling powerless.<\/p>\n

Trying to solve everyone\u2019s problems for them during a crisis is an express lane to your own burnout. That helps no one.<\/p>\n

Communicating in Times of Crisis \u2014 and Beyond<\/h2>\n

Focusing on improving communication within your organization will not only help you through the current crisis but will also help you navigate the changed future that comes next. And with a strong set of crisis communication skills established, your people will be able to focus on executing the actions that lead to the greatest impact and move your organization forward.<\/p>\n

Ready to Take the Next Step?<\/h2>\n

Effectively communicating in a crisis will strengthen your organization\u2019s ability to thrive in our changing world. Partner with us to provide\u00a0<\/strong><\/em>a customized learning journey for your leaders using our research-backed modules. Available leadership topics<\/a> include Authentic Leadership, Communication<\/a>, Emotional Intelligence, Listening to Understand, Psychological Safety, Resilience-Building, and more.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Here are some practical tips on what, when, and how to communicate in order to help you connect with your team and organization at a time when stress is high and there\u2019s a lot at stake.<\/p>\n","protected":false},"author":130,"featured_media":49799,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","footnotes":"","_links_to":"","_links_to_target":""},"tags":[],"class_list":["post-49798","articles","type-articles","status-publish","has-post-thumbnail","hentry","categories-communication","categories-crisis","categories-leadership-tips","region-global","article-type-leading-effectively-articles"],"acf":[],"yoast_head":"\nCommunicating in a Crisis: What, When & How | CCL<\/title>\n<meta name=\"description\" content=\"Avoid information overload and follow these best practices for communicating in a crisis to keep your team aligned during challenging times.\" 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