emergency response playbook . To address the situation most PR teams will have to use experience and gut feel to strategize , plan and execute action .
A Key Component of Managing Crisis
A key component of managing any crisis is effective communication ; which can be difficult during an infodemic ( an overabundance of information , some accurate and some not , that makes it hard for people to find trustworthy sources and reliable guidance when they need it ). As the world scrambles to contain the coronavirus pandemic , the role of effective communication is becoming increasingly critical .
Health experts and Governments need to leverage PR and communication to position themselves as trustworthy sources of information to the public , who need to understand the situation , be aware of the precautions they can take , and stay calm .
The WHO ’ s efforts to maintain a constant stream of information through its daily press briefings has been a model example of how effective communication can be used to fight global disease outbreaks . This is not the first time the health body has deployed its communications machinery to keep the world updated on global health events , thus helping to manage real and potential public health emergencies . For example , during the 2018-2020 Ebola outbreaks in the Democratic Republic of the Congo , the WHO , UNICEF and other partners used communication specialists to engage with communities , raise awareness about the Ebola vaccination campaign , and provide vital information on prevention of transmission .
Similarly , India ’ s Social Mobilization Network ( SMNet ) - which played a key role in eliminating polio in the country , has been lauded as one of the most successful public health platforms for engaging communities . At its launch , the SMNet was a network of mostly young women who were deployed to speak with parents and caregivers about the importance of polio vaccination , at a time when vaccine refusal was high among the underserved and marginalized . These social mobilisers complemented other communication initiatives , including billboards and advertisements in print and broadcast media , leading to increased trust in vaccination programmes and eventually a sharp drop in the number of polio cases
Public Relations today represent a central management dimension for any successful organization . The practitioner of Public Relations is not only a technical hand and producer of media material and press releases ’ but also an integral part of the administrative process within the organization . They must be considered as an integral part for decision-making .
in high-risk districts .
The Covid-19 outbreak is a complex crisis made up of multiple trigger points and leaders should tailor their communications to the stage of the crisis their stakeholders are experiencing , and to what people need most at each particular moment . Scenario planning therefore becomes important to help anticipate where employees and communities may be in dealing with the crisis , and the appropriate messaging that can help them as the crisis unfolds .
At a crisis ’ s onset , audience attention is finite ; new , disruptive inputs overwhelm a person ’ s ability to process information . High levels of uncertainty , perceived threats , and fear can even lead to “ cognitive freezing .” Put simply : the more complicated , abstract , or extraneous information is right now , the more difficult it will be for people to process it .
Employers often underestimate how much their employees depend on them as trusted sources . When public-relations firm Edelman asked workers in ten countries what they considered the most credible source of information about the coronavirus , 63 % of respondents said that they would believe information about the virus from their employer , versus 58 % that trusted government websites or 51 % that trusted the traditional media .
To convey crucial information to employees , keep messages simple , to the point , and actionable . Walmart published its 6-20-100 guidance : stand six feet away to maintain a safe physical distance , take 20 seconds for good hand washing , consider a body temperature of 100 degrees Fahrenheit the signal to stay home from public activity .
After establishing baseline safety requirements , leaders must help individuals cope emotionally with the trauma of sudden change and adjustment to a new , post-crisis normal . Leaders trying to help employees adjust after trauma need a reservoir of trust . Those who fail to build trust quickly in crises lose their employees ’ confidence . People expect credible and relevant information ; when stakeholders believe they are being misled or that risks are being downplayed , they lose confidence .
As people adapt , communication should focus on helping people to make sense of events . The search for meaning is intrinsic to recovery from trauma and crisis . For many , the workplace is a powerful source of identity and meaning . Research has shown that meaning and associated well-being can explain up to 25 % of performance .
By leveraging Public Relations , leaders can shape a meaningful story for the organization and help people build their own stories , invoking common culture and values as touch-points for healing and strength .
The uncertainty of the coronavirus crisis tempts leaders to “ shoot from the hip ” in communicating with anxious stakeholders or making strategic moves . Effective communicators will take a deep breath and remember the basics while acknowledging what is unique about this moment . Relying on these practices will help team members stay safe and infuse understanding and meaning in communities , helping to carry the organization through the pandemic with a renewed sense of purpose and trust .
Irene Mbonge is the Group Head , Corporate Communication & Public Affairs at CPF Group . You can commune with her on this or related issues via mail at : Mbonge . Irene @ gmail . com .