These are polarizing times. Many companies not only have to navigate layoffs, economic headwinds and fiercely divided politics, but they must also create meaningful and savvy communications that resonate with key stakeholders and employees.
Reaching different audiences that might be at odds is a challenge, but there are ways to craft forward-thinking communications that strike the right tone and balance.
Now is a perfect time to prepare your messaging for these challenges. You want to ensure your communications add value and represent your audiences and mission while being clear, open and honest. Here are a few ways companies can approach and reframe their messaging during exigent times.
Economic Headwinds
In facing economic headwinds, timing is critical. If companies are bracing for a downturn, they need to determine when it’s best to communicate these changes to employees and important stakeholders. Is it as soon as the news arises? Right before the changes are implemented? Or somewhere in between? For many companies, the timing will be dependent on the severity, how many people it will impact and when the changes will go into effect.
Message clarity is key. Companies should develop clear communications that identify what impacts they are preparing for, how these changes will affect the company, and what they mean for the future. For example, if a business is cutting expenses in its IT department, having a concise and transparent message on what is transpiring in the department and how IT teams can prepare will ensure a smooth transition during the taxing time.
Even if some events don’t happen, having messaging in place that addresses those potential changes can help companies communicate clearly with employees. Prepared messaging can help with adjustments during these times and make employees feel that the company genuinely supports and cares for them.
Layoffs
If your company is downsizing, it’s critical to create a central, unified message. Often, companies fail to agree on messaging or don’t strike the right tone when addressing different audiences. To avoid this, companies should first communicate a clear, honest and open explanation for the layoffs. Be respectful and compassionate toward the affected audience. Strike this tone by sharing forward-thinking messaging that summarizes what people need to know, why the action is happening, and what’s being done for impacted employees. Messaging is all about trust. If your intent is unclear or incomplete, audiences may think you lack compassion or are hiding significant information.
Finally, make sure the message comes from the right people. Often, a trusted individual, such as a C-suite executive, direct manager or HR representative, can better help deliver the news and provide a sense of comfort and familiarity for impacted employees.
Politics
Communicating in a politically polarized environment means thinking strategically about how different people will view your message – not just target audiences. Companies must examine their messaging through a political lens, considering a range of perspectives.
For example, after the Supreme Court overturned Roe vs. Wade, many companies spoke out against it. Amazon, Starbucks and JPMorgan Chase are just a few of the organizations that publicly stated they will pay for travel fees incurred by workers seeking an abortion if the procedure is unavailable near where they live.
Dipping into politics can be risky, but it’s critical that companies stay true to their mission and values. You can prepare to address negative comments and controversy by considering your messaging from all perspectives. Doing this allows you to identify possible reactions and create strategic plans to address potential conflicts.
It is assuredly worth the effort, in finding a deft balance to tone and balance, to craft strong and effective communications in polarizing times.