Photo Evgeni Tcherkasski
Corporate Communications During A Crisis
It seems like the world is constantly changing day to day as we learn more about the global pandemic we’re facing with COVID-19. None of us know for sure what’s going to happen a week from now, or even a few days from now. But if you have employees depending on you, it’s important to stay in constant communication with them, even when you don’t have all the answers. Your employees want to know you’re in this with them, and at a time when you can’t exactly meet with them, communicating by video is likely the safest bet. But what’s the best way to do that, and how can you ensure your video is addressing the right points and not getting interrupted by technical difficulties, such as poor streaming quality?
These four tips include the best strategies for employing corporate communications via video during a crisis:
Communicate Early and Often
You might not have all the answers right now, but that doesn’t mean you should delay communicating with your employees. In fact, if you waited until you knew everything there is to know about COVID-19 or other crises you might face, your corporate communications would be nonexistent. Your employees don’t expect you to have all the answers; they just want to be clued in on what you know. And considering that Gartner found that more people are listening to brands and corporations than politicians these days, it’s important that you get out your message as soon as possible. Your employees are waiting to hear from you.
So as soon as you’re aware of the next steps your company is taking, communicate your plans to your team. Try to provide any updates by video every couple of days. And if you’re still working on solutions, let your employees know so they have some idea of what might happen. You might even want to let them provide their input on your decisions through a live video meeting that allows the whole company to watch and offer feedback at the same time. Just be sure you have the technology in place to handle this, to ensure your video streams smoothly without crashing any networks.
Focus on the Facts
No matter how often you communicate with employees, be sure to stick to the facts that will affect them. This means you shouldn’t try to speculate on what may or may not happen. You don’t want to give unfounded or inaccurate information, and you definitely don’t want to cause panic among your employees, so avoid any doom and gloom talk.
Instead, offer accurate information that directly affects your employees, such as what you’re doing to protect them, or which day your offices will be closing if that’s the plan. You should also steer them toward the websites of reputable resources, such as the World Health Organization (WHO) or the CDC. You want your employees to not only be properly informed, but also know where to go if they want to research further.
Be Authentic and Engaging
According to Recruiter, 33% of employees said a lack of open, honest communication has the most negative impact on employee morale. Experts tend to agree that the most trusted type of communication is face to face. This way, your audience can see your nonverbal cues and study your facial expressions to determine if you’re being genuine while you deliver your message. And that is very important for corporate communications during a crisis. Of course, in-person meetings are out while COVID-19 is a major concern, which is why video is your best option if you want face-to-face communication with your employees.
The good news is that video is extremely engaging, and superior engagement is important when you’re communicating with an audience during a crisis. Consider the fact that the average video viewer remembers 95% of the message he or she just watched, but only 10% of the message he or she just read. Plus, employees are 75% more likely to watch a video than read an email, blog post, or other documents. So you have a better chance of getting your message across with a video when you want to reach your employees. As long as you and your team are authentic and empathetic during the video, engagement shouldn’t be an issue.
Analyze Your Video Engagement
You already know your engagement will be higher when you communicate via video. But exactly how much engagement did you get with your latest video, and how did it compare to the video you created before that? Is there a way to improve your video communications before you release another one? You’ll get answers to these questions when you start using analytics for all your corporate videos.
Basically, you need to know how many people watched your video, how many people stopped watching halfway through, what the streaming quality was like, and more. Knowing these metrics can pinpoint how to improve the next video you release to employees. And considering that you need to be communicating often during a crisis, it’s helpful to get the metrics right away and quickly apply the insights to your next video.
The easiest way to analyze your videos is by using an analytics service. This service should offer a range of statistics on your videos, like aggregated event metrics that can tell you details that include viewer participation, viewing time, quality of experience, network impact, streaming performance, and more. Analytics can also give you ranking lists, text and map-based filtering, and network visualizations that tell you how live streaming video has impacted your network.
When you have the right corporate communications strategy in place during a crisis, you have the power to reassure your employees during tough times. This can keep company-wide panic to a minimum and ensure your employees can put their trust in your business. Video communications will help you inform and engage your employees, but your videos have to be of good quality to be effective. And video analytics will tell you if they are — or if you need to change a few details in order to better reach and reassure your team.