THE INTERSECTION OF CRISIS COMMUNICATION AND EMPLOYEE ENGAGEMENT

By Erika Mahoro

The intricate relationship between crisis communication and employee engagement has long been a raging conservation among industry practitioners and communication enthusiasts. Consider yourself a corporate employee for a moment. After a long day at work, a journalist approaches you and asks about a potential ongoing crisis at your organisation. It makes sense that your immediate response in this circumstance would be one of surprise and a little discomfort. You would make an effort to come up with a suitable response, giving it some careful thought. Even if you are able to communicate with the writer, the first air of uncertainty and anxiety will probably be the catalyst for a damaging article.  

In the modern, rapidly evolving business world, crises are inevitable: more than 69% of business leaders have reported experiencing a crisis over a period of five years, with the average number of crises being three. Whether caused by a natural calamity, a global pandemic, a financial upheaval, or a public relations disaster, how a company handles these critical situations can significantly impact its standing, strength, and prosperity. Therefore, effective crisis communication requires thoughtful planning, preparation, and an understanding of the organization's values, stakeholders, and potential risks. By ensuring transparency, demonstrating empathy, and providing accurate information, organisations can manage the narrative, protect their reputation, and minimise the long-term impact of a crisis.

Scaling the above crisis situations is not possible without the involvement of employees. They are a huge component of shaping the narrative. Maintaining productive communication with staff is essential to navigating obstacles and ultimately emerging with greater resilience.

Building a Resilient Workforce through Communication

According to recent communications industry surveys,  businesses that have gone through crises stated that the most important takeaways or what they would go back and change are effectively identifying crisis scenarios (34%), executing a more prompt and robust communications plan (29%) and effective employee engagement and communication (29%). 

A business's workforce is both its most valuable asset and greatest potential weakness. Employees provide more than just operational support; they also act as the company's outside face when dealing with customers, partners, and the general public. Their commitment, knowledge, and morale significantly influence how crises are viewed both internally and internationally. The effectiveness and speed of the reaction during a crisis depend heavily on shared information. However, an uneducated employee causes a disruption and undermines the organization's concerted crisis management efforts.

An uneducated employee's effects go beyond simple ignorance; they can unintentionally escalate the issue. Their ambiguous behaviour may jeopardise operational stability, stakeholder trust, and reputation. Lack of trustworthy information leads to uncertainty and misinformation, brewing fragmented reactions and exacerbating the problem. Employee education is essential in this situation because it strengthens the business's ability to respond and helps employees avoid unintentional exacerbations that could result from ignorance.

Strategic Approach: Employee Crisis Communication

Managing employee engagement and crisis communication requires a deliberate strategy based on openness, precision, and empathy. To do this, businesses must provide clear channels of communication that include email newsletters, announcements, and instant messaging, in addition to tools like FAQs and support contacts. Companies can encourage employee inquiries, complaints, and comments through virtual town halls and Q&A sessions, which promote two-way communication. 

Effective communication must always be dependable, precise, concise, and understandable. When using a sequential strategy, middle managers are crucial in communicating information to their teams and need the right knowledge and direction. Stories of resilience and resourcefulness can inspire people in the face of difficulties. Positive stories are shared to inspire and boost morale. Recognising outstanding employee efforts amid the crisis fosters pride and a sense of belonging, strengthening organisational cohesion.

Effective communication with employees can be the difference between chaos and cohesion in the intricate dance of crisis management. Transparent, clear, and empathetic communication keeps employees informed and fosters a sense of unity and resilience within the organisation. Well-informed employees can align their actions with the company's strategies. By prioritising employee engagement during a crisis, businesses protect their reputation and lay the foundation for future growth and success. Remember, the bonds forged through effective crisis communication will endure when the storm passes.

In conclusion, the interplay between crisis communication and employee engagement is pivotal for any organisation's resilience and success; it is not merely a strategy but a vital organisational imperative. As crises are an inevitable part of the modern business landscape, the ability to navigate them effectively depends largely on how well a company communicates internally. Organisations empower their employees to become informed ambassadors rather than unwitting liabilities by fostering transparent, precise, and empathetic communication channels. Ultimately, when employees are engaged and well-informed, they become a powerful asset in navigating crises, ensuring the preservation of the company’s reputation and its long-term success.