When it comes to crisis management, information is key. Not only does it avoid the spread of misinformation, but also helps ensure people can remain productive.  During uncertainty, employees spend time calling or texting colleagues to see what’s happening and possibly sharing inaccurate comments about the crisis. That’s how rumors get started.  No matter what the crisis, people will talk about it on social media, possibly sharing misinformation outside the company.

Instead, employers must provide timely, consistent information to all employees at the same time and be as transparent as possible. Even if you don’t have all the answers, you can share what you know so far and keep updating the information as you know more. 

• Explain what is happening, don’t make your employees guess.
• Tell the truth.  Share what impact the crisis is having and who/what is affected.
• Clarify how their jobs (as well as the company image) may be impacted.
• Give clear guidance on how to communicate with the public, outside the company.

Having a crisis of one kind or another is inevitable in any business.  It’s only a question of “when.” Today’s crisis is the COVID-19 pandemic, but regardless of what you’re facing, all employers need a crisis plan and every plan should have an employee communication piece.  The goal of that plan is to clarify the situation, reassure your employees and maintain productivity. Approach the situation with empathy and understand the anxiety your employees may be feeling at this time. Here are some tips from the experts:

1. Respond Quickly: when a crisis happens, don’t wait. With the rise of digital and social media, information spreads quickly. Make sure you’re utilizing all the usual channels and get accurate information out to your employees regardless of whether you understand the full extent of the problem as yet.
2. Designate One, Centralized Team for Communication: This crisis-response team should meet regularly, be the main source of information, and give regular updates on a daily basis.
3. Specify Where to Find Information: Whether it’s written, emailed, or posted online, make sure all employees know where they can go to find accurate, timely information. 
4. Be Empathetic: Make sure those who are affected by the crisis know that you care and are available to provide assistance. Acknowledge their concerns and prioritize their feelings.
5. Communicate with All Employees at the Same Time: Everyone should be informed with a consistent message company-wide… not just one department. It might be helpful to provide checklists for each department to use in a crisis so everyone knows what is expected.
6. Do all you can to help: Provide an easy way for people to donate supplies or money, services, or time and how the company can assist with child-care, flexible scheduling of shifts, working from home, etc.
7. Prepare for Opening Again: Once the crisis is over, you should already have a plan in place to restart. Having a well-planned calendar considering the timing and any required operational changes will be critical.  Let employees know what to expect regarding what the environment will look like, possible changes to operating hours, and how long it will take to implement changes. Will there be additional training, new staff or more/less responsibilities in the job or a phased approach? 

 Hospitality has been one of the most vulnerable industries in this COVID-19 crisis. There have been so many employees furloughed and laid off in all sectors of the market. Nationwide, thousands may lose their jobs when small businesses are unable to re-open.  Employees are confused and worried. When it comes to crisis management, communication is the key. 

All of us are in uncharted territory with the spread of COVID-19 and the government-mandated closures.  Employees are uncertain about their futures and employers are wondering how best to communicate with them when they aren’t sure what’s coming in the near future. Leaders need to make solid plans to help their teams cope with the anxiety and handle their concerns as we all move through this crisis together.