The Big Picture
Life will never be the same again. Sure, things may return to some semblance of normal in the months to come, but we now have a different understanding of what the future could look like. At the very least, we know that there will be major disruptions to our daily routines and operations that we can’t always predict. We need to adjust our strategies accordingly and find creative approaches when planning for the future. More than anything, we need to communicate with each other in ways that make us feel connected and close.
You are likely reading these words from the relative comfort of your home, as you navigate a rapidly changing world—lockdowns, remote office hours, online collaboration, supermarket runs and restless children. In the meantime, your inbox is groaning under the weight of canned emails about companies’ responses to the Coronavirus. If you work at one of these organizations, remember the golden rule of communications: it’s not just about you; it’s about the people you serve. Right now, a captive audience is scanning the news and reading every message, looking for some ray of hope. Your words matter.
We are focused on—and distracted by—technology, yet people yearn for someone to look them in the eye and tell them a story. Hundreds of repetitive emails saying the same thing don’t come close to fulfilling that need. Audiences are hungry for a human touch and a genuine feeling of connection. During this time of social distancing, we need to find ways to remain close to each other with the means at our disposal.
One obvious way is to use video technology. Do not underestimate the power of the moving picture to approximate in-person interactions. I have used video calls in my personal and professional life for years now, and I’m grateful for these tools. Use video to stay in touch with your colleagues, but apply it to your personal life as well. Check in with your friends and family, particularly those who suffer from depression, anxiety and isolation.
Your daily routine may have been disrupted and you might be grounded at home, but in every crisis lies an opportunity. While it’s not the obvious move, this is in fact the perfect time to review and revise your strategies. What will you do when “normal” life resumes? How can you maximize your resources in the meantime? Hope for the best, while planning for the worst.
Find new ways of achieving your goals. Make your plans adaptable, knowing that they will probably need to change along the way. Remember that everyone is dealing with their own problems, so be flexible and compassionate. Try to enjoy the enforced time with your family. Don’t be too rigid with homeschooling your kids. Check in on your elderly neighbors and make sure they have everything they need.
As a communications professional, I have always believed in developing strategies and tactics from scratch, dreaming up new ways of doing things. I believe that history will reward imagination and creativity.
On behalf of everyone who is now working and living in isolation, please up your game and put some effort into your messaging. Observe the contrast between this on-message PSA by Max and Mel Brooks and a well-meaning but tone-deaf celebrity sing-along led by Gal Gadot. It doesn’t have to cost a lot, but it is worth the investment of time and brain power. Now more than ever, you need to connect with the people who are important to you in meaningful ways. There is no blueprint, so you will also have to find new channels and strike the right tone. It’s a new world, but I believe we’re up to the challenge!
Don’t hesitate to ask for help. Call me if you need communications support during this crisis or if you just need to talk to a friend. I’m here for you.
Stay safe and healthy.