Building Credibility in Times of Crisis

Who can you trust?

That’s a tough question to answer these days.

Political polarization, fueled and furthered by partisan media outlets, has spawned new levels of distrust and disdain. 

This is a problem in normal times. It has the potential to be disastrous when a crisis the magnitude of the Coronavirus starts hitting home. 

During times like these, it’s critically important for clear and consistent information to be communicated in ways that everyone gets the same message. 

In this context, employers find themselves in a unique position as one of the last remaining voices in America that has the platform and authority to speak to people across the political spectrum.

Think about it. 

Every day, scores of political polar opposites interact as co-workers, typically conversing and collaborating civilly and effectively. Meanwhile, they are getting their news delivered from radically different perspectives. 

With this in mind, leaders, and the communicators who support them, need to be hyper aware of maintaining and building credibility as the Coronavirus crisis intensifies.  

Here are three ways to do that:

Be factual: With all the misinformation floating around, it’s essential that your messages regarding Coronavirus are backed by credible medical and public health experts. 

It’s best to cite the original source of information, such as the CDC or Johns Hopkins, instead of sourcing it to a media outlet that some may view as biased. 

Further, take a close look at the language you are using to make sure it doesn’t use any politically charged words or phrases. If possible, have someone who you know holds different political views than your own to review copy for any red flags you might have missed. 

Be empathic: Before people will listen to you, they need to know you care about them. 

Make sure your messages express an awareness of the challenges your employees are facing – and the anxiety and uncertainty that we all share, regardless of position or title. 

You can still effectively convey factual information embedded in a message that displays empathy and understanding. In fact, it will increase the chance it gets read and taken to heart. 

Be transparent: A great article in the Harvard Business Review says it best: “Hiding bad news is virtually a reflex in most organizations, but thoughtful leaders recognize that speaking up early and truthfully is a vital strategy in a fast-moving crisis. If you make a mistake, own up to it.” 

In my experience working at a range of organizations, I’ve found most people can handle the truth. It’s spinning or hiding information that does the most damage. 

It appears we are at still at the beginning of this crisis. 

Being factual, empathetic and transparent in your communications will build the trust and confidence in your employees regardless of whether they tune into FoxNews or MSNBC. 

That will be essential for your organization to endure the challenging days ahead. 

There are ways to try to bridge the partisan divide in our daily conversations as well. Check out my LinkedIn article: Combatting Coronavirus One Conversation at a Time.