Five Keys to Communicating Difficult News
By Christina McKenna
One of the most important roles of a leader is to communicate effectively during difficult moments. After all, there is no time that customers, investors, and employees will be more focused on the message from the top than when proverbial sirens are blaring, and smoke is in the air.
How and what leaders communicate during challenging times can define the legacy of not only the leader but the entire organization. So, leaders, in this moment, tread carefully but do communicate.
Here are five keys to communicating in challenging times:
Put people first. Remember, your audience is made up of people who are likely feeling anxious or uncertain. Whether addressing employees, customers, or other stakeholders, your communication should reflect empathy and understanding. Acknowledge their concerns and show genuine care. When people feel seen they are more likely to trust your leadership.
Stick to the facts as you know them. In uncertain times, speculation is dangerous. Stick to the facts as you know them today and avoid making predictions about what may or may not happen in the future. Better to provide updates as the news changes than to have to roll back a statement or prediction later.
Keep it short. Let your audience know what is happening, but don’t wax on. This is no time for lengthy speeches or prolonged Q&A sessions. When sharing difficult news, do not be abrupt, but do be brief.
Stay on tone. Don’t make the mistake of trying to lighten a serious moment by being overly casual or, worse, attempting humor. Tension naturally builds during difficult moments, helping your audience understand the importance of the situation and think critically about what it means to them. Don’t undermine your own leadership by making light of a weighty moment.
Reassert the organization’s values. Now is the time to remind your audience of your values and highlight how they will guide decisions going forward, particularly when it comes to fairness, integrity, and respect. Let your audience know that, while the news may be difficult, you are committed to acting transparently and ethically.
Lastly, don’t chicken out. Leaders who fail to communicate amid difficult times leave a vacuum that others will quickly fill, more often than not, with rumors or speculation, allowing distrust and confusion to spread. Be the official voice that sets the narrative and addresses concerns head on. This is the sort of moment for which leaders are made. Embrace it.
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