Planning for difficult communications

In the current climate, many companies are having to deliver challenging messages - whether it's changes to staffing or location, a reduction in service or a price increase, it can be hard to tell loyal staff and customers. If you’re not used to delivering or responding to negative news, it can be daunting, but there are a few steps you can take to minimise the risk of damage to your reputation.

Plan ahead

Preparation is key. If you haven’t already got a crisis and issues communications plan, now is the time to get one. If you don’t have time to do an in-depth plan, put a document together that covers how you’re going to respond if things go wrong, who needs to sign any response off, who needs to be made aware of the issue, and who your spokesperson will be if you need one. The more details you have agreed on ahead of time, the quicker you can respond, which is vital as social media and online news move fast.

Don’t take business criticism personally

One of the biggest mistakes businesses make is being too defensive. When someone is making negative comments, particularly if you don’t agree with them, it can feel personal. But just like in other aspects of your life, it’s a case of picking your battles, and often coming down hard on an issue isn’t going to help and could even inflame the situation. Think carefully about whether responding is the right thing to do.  

Be human

Whether it’s a difficult message you need to deliver or negative press you need to respond to, don’t be too formal. People are more likely to see your point of view if you explain it in an easy-to-understand way, and it sounds like you appreciate and sympathise with their concerns. Avoid jargon at all costs. It increases the risk of your message being misunderstood and alienates people.

Keep staff up to date

Don’t forget to keep staff informed every step of the way. 

They’ll be the ones handling complaints and questions, so they need to know what’s happening and why. For customer-facing staff, make sure they feel supported and know what to say if they get difficult questions. 

Keep messages consistent

Don’t be tempted to give different audiences different messages. It will come back to bite you. People talk and share information easily. 

If you’re saying one thing to current customers and a different thing to potential customers, it’s going to confuse people and, depending on the message, might make people angry. Make sure your messages are consistent across all channels too.

Act fast

If things don't go to plan, you need to respond quickly because misinformation can spread fast. While you’re spending time having meetings and considering what your next step will be, the narrative is moving, changing and growing. The quicker you act, the more chance you have of being part of that narrative.

Questions to ask yourself before going ahead

If you’ve written a response or you’re preparing to talk about something that may be contentious, go through this checklist first.

Would most of your customers think what you’re doing is fair and reasonable?

If they wouldn't, can you explain why you’re doing it to give some context?

Is your message easy to understand?

Are you avoiding jargon and acronyms wherever possible?

Have you told staff?

Are you prepared for a negative response?