In times of trouble, our impulse is to offer words of solace. Nothing exemplifies this more than the COVID-19 pandemic, which has inflicted wrenching human and economic suffering and devastating loss of life.
The immediacy of electronic communication and social media channels draws us closer together even as we are isolated while sheltering in place. The downside, however, is that our email inboxes and social media feeds are being deluged with arguably unneeded and even counter-productive messages.
Now, nearly a month into the stay-at-home order and with no clear end in sight, we offer a few observations about the misuse we have seen of e-communication and social media by far too many organizations, private enterprise and nonprofit institutions alike.
Here are some specifics to avoid becoming background noise, or worse:
- Communicate the essentials. Are you sending information that your stakeholders really need to know – at that moment in time? If it’s not truly essential, hold back and avoid the risk that you will alienate your constituencies.
- Understand your audience and speak directly to them. Much of what’s being sent is too general or irrelevant to many recipients.
- Make it unique; don’t “follow the herd.” Is your communication or social post original and specific to your stakeholders? We are receiving countless, indistinguishable messages on issues related to COVID-19 from law firms, in particular, but from other businesses and service providers, as well.
- Avoid blatant self-promotion. When COVID-19 is in the distant rearview mirror, there will be a time to take a victory lap for good deeds. But what’s important now is to demonstrate restraint and humility when others are suffering, and avoid overt self-congratulation.
Misusing the powerful platforms available to us, including being tone deaf to the needs of your stakeholders, is a missed opportunity at best, and potentially damaging to how you are perceived.
Have you seen examples of effective coronavirus communications, or have other thoughts on this topic? If so, please share them in the comments here or email us at info[at]folfry[dot]com.
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