PANEL: How should we communicate in times of crisis?

Summary

The panel discusses crisis communications, emphasizing the challenges faced by communicators during global crises like COVID-19, Brexit, and the war in Ukraine. The speakers highlight the importance of clear, timely, and honest communication to combat misinformation, especially during times of uncertainty. They also reflect on personal experiences navigating these crises and the importance of maintaining trust and credibility in their roles. The conversation stresses the emotional and ethical challenges of crisis communication, especially when balancing professional responsibilities with personal beliefs, and the need for empathy and engagement in public communication.

Takeaways

• 😀 Crisis communications are crucial not only in organizational crises but also during global crises like the war in Ukraine, the pandemic, and potential future issues like climate change and energy crises.
• 😀 Communicators must balance between providing factual information and addressing the emotional impact of a crisis, especially when working with both organizational and personal worldviews.
• 😀 Misinformation thrives in information gaps, making quick and clear communication on platforms like social media essential during a crisis.
• 😀 Listening to the public's concerns and questions is a vital part of crisis communication, allowing communicators to respond with relevant and timely information.
• 😀 Personalizing messages on social media, like posting vaccination updates, can help normalize positive behaviors during a crisis and build trust with the public.
• 😀 The tonality of crisis communication matters greatly, and communicators must be cautious and thoughtful when sharing messages with the public.
• 😀 Trust in your colleagues and organizational leadership is essential for successful crisis communication. If trust is lacking, taking on such a role can be damaging.
• 😀 Crisis communication often requires a deep understanding of the background and context. Ignorance of the political or personal implications can sometimes be beneficial during sensitive situations.
• 😀 The European Union has improved its communication capabilities in recent years, with the European Commission and Parliament stepping up their efforts during crises like the war in Ukraine.
• 😀 Crisis communication should be empathetic, human-centered, and avoid inappropriate messages or distractions, such as promoting products or unrelated news during sensitive times.
• 😀 Social media should be used not only for broadcasting messages but for engaging in meaningful conversations, responding to criticism, and maintaining a connection with the audience during crises.

Q & A

What is the difference between organizational crisis communication and global crisis communication?

Organizational crisis communication focuses on managing communication when the organization itself is in a crisis. In contrast, global crisis communication is about navigating communications during large-scale crises, such as a pandemic, war, or climate emergency, which can affect multiple organizations and individuals.

Why is it important to quickly communicate during a crisis, such as the COVID-19 pandemic?

It is crucial to communicate quickly during a crisis because gaps in information can lead to misinformation. When people lack trusted information, they turn to search engines, friends, or family who may not have the correct facts, spreading false information.

How did the European Center for Disease Prevention and Control (ECDC) handle communication during the early stages of COVID-19?

The ECDC closely monitored early reports from Wuhan and engaged in constant exchanges with member states to share data. They prioritized getting accurate information out on social media to prevent misinformation and address people's questions and concerns.

What challenges did the panelist face when balancing their professional role and personal worldview during the Brexit crisis?

The panelist found it difficult to navigate the tension between their professional role and personal views during the Brexit crisis, particularly as a Brit working for an EU institution. They chose not to engage in social media discussions about Brexit, but later regretted not using their platform to share useful insights.

What personal approach did the panelist take regarding vaccination during the COVID-19 pandemic?

The panelist decided to use their social media platform to promote vaccination by posting pictures of themselves getting vaccinated. They aimed to normalize vaccination as a social norm and encourage others to follow suit.

What is the importance of tone and appropriateness in crisis communication?

In crisis communication, the tone and appropriateness of the message are vital. Communicators must ensure their messages are sensitive to the emotional context of the crisis, and the information provided must be relevant, clear, and helpful to the audience.

How did the panelist's initial ignorance of political issues help them in a crisis communication role?

The panelist's lack of knowledge about the political landscape during a crisis helped them avoid becoming entangled in political games. Their ignorance shielded them from stress and personal issues, allowing them to focus more on effective communication.

How does the European Union (EU) handle communication during a crisis, and what improvements have been made?

The EU has made significant strides in improving communication, particularly through the European Parliament and the European Commission. In times of crisis, such as the invasion of Ukraine, the EU initially focused on managing the shock and sensitivity of the situation before gradually resuming normal communication.

What role does social media play in crisis communication, according to the panelists?

Social media plays a crucial role in crisis communication by enabling real-time updates and direct engagement with the public. However, it is important not just to post but also to actively engage in conversations, responding to criticisms and differing viewpoints to foster understanding.

How do postal operators handle crisis communication, especially when dealing with conflicting member states?

Postal operators face unique challenges in crisis communication, especially when dealing with members from conflicting countries. They prioritize internal communication and focus on sharing concrete stories from the field, showcasing the efforts of postal workers. They also use social media to amplify these stories and maintain neutrality.