What COVID-19 Has Taught Me About Communication

The coronavirus is a trending topic right now, and for good reason.  Unfortunately there is a firehose of information circulating and it can be difficult to sort out what's valid. Valid information can become distorted as it is passed along even if it originated from a trusted source and not everyone has the time and/or inclination to actively engage with those trusted sources to stay informed.  Lack of clear communication can result in either panic or apathy, both of which we are seeing in the public response.  I started to think about what went wrong with communication around COVID-19 and what lessons I could take away.

Be Real
Be transparent and admit there is a problem. Present the impact in appropriate terms; do not downplay the issue, but do not exaggerate it either, find an appropriate level.  It is OK to admit you do not have a solution right now, but communicate what steps are being taken toward a solution.

KISS
Keep the message simple.  Convey details that are immediately relevant to the scope or impact of the situation or actions to be taken by your audience.  Use quantitative data if available, but avoid creating another firehose that will dilute your message.  
 
Update Regularly
Update your audience regularly and make it easy for them to identify and understand what changed.  Explicitly state what is new or updated and how that impacts the situation or your audience.

Call to Action
Let your audience know what they can do.  People are more receptive to information if they feel in control of their surroundings.  Provide clear instructions for steps people can take to impact the situation and ensure those actions are achievable.

Above all, stay calm.  Your message will be more likely to be received and understood which is the overall goal.