More comms lessons from 2020
Burning the midnight oil? You’re not alone. I’ve seen loads of guidance recently about how communicators can perform better, faster and more efficiently—from great templates and best practice case studies to crash courses in crisis comms. What’s concerned me, however, is the lack of focus on communicators’ overall health and well-being in these crazy times. Never before in my decades-long career have I heard so many seasoned comms pros reference burnout, using terms ranging from “drained” and “exhausted” to “completely soul-sucked.”
Whether they’re supporting hospitals, banks, manufacturers or retailers, these folks have been burning the midnight oil for months. They’ve been helping their businesses articulate pivot strategies, supporting HR with layoff and consolidation communications and partnering with D&I teams to spotlight social justice efforts. Plus, many are holding down the fort at home. Even with solid processes, talent and great leadership, it’s no surprise that most communicators I know are thoroughly wiped.
What’s more, the need for communication isn’t dropping off any time soon, says Gallup. A recent poll shared that since May, employees feel even less prepared to do their jobs, less informed about what’s going on and they’re trusting their leaders less, too. This means the pressure is on for communicators to connect with their audiences in sincere, positive and meaningful ways—a daunting challenge when you’re running on fumes.
So how can we fill the tank? I recently shared that leaders can focus on prioritization, empathy and recognition to support their teams. Here’s a few tips for individual communicators:
- Step out to regroup. If you’re waiting for things to slow down or the pace to “get back to normal,” you’ll be waiting a while. And, if your energy is lagging, odds are your business partners are sensing it too. Pick your moment, delegate, shut down and truly recharge. When you return, you’ll be able to look at things with fresh eyes and (hopefully) renewed optimism.
- Keep your comms cadence consistent. Silence can create a vacuum that fuels distrust and rumors, so it’s important to continue to share what you know when you know it. At the same time, communication doesn’t need to be a huge, one-off production. A consistent cadence allows you to pace yourself for the long haul and also reinforces audience trust. Some weeks you’ll have big news, other weeks not many updates to share. It’s important to proactively control the flow vs. reactively respond, which often requires last-minute scrambling and significantly more energy.
- Be honest and check in. Now is not the time to be a martyr, and your well-being isn’t your leader’s top priority. At the same time, your leader has a right to expect quality work. Clearly identify and articulate what you need to perform well (i.e., not to work after 6 p.m./no Friday meetings/time to focus on existing projects) and your solutions (I’d like to tap x team member as backup/hire a contractor for extra support/extend this deadline). Most leaders will respect the transparency and proactive problem solving vs. hearing your misery through the grapevine.
While simple, these tips aren’t easy to act on. Communicators are conditioned to be responsive. We pride ourselves on serving our leaders and our audiences—especially during times of crisis, and most of us can power through even the most challenging grind. But the pressure won’t be letting up any time soon. Now’s the time to get honest with yourself about what you need to continue to perform at a high level. Then, put strategies in place so you can continue to deliver great work without sacrificing your well-being along the way.
With more than two decades of communications experience spanning agencies, Fortune-100 organizations, non-profits and academia, Kristi Hinck Mills today brings her passion for communications to CommsLede Consulting, where she delivers smart, strategic communication solutions for her clients. Visit the CommsLede blog for more tips.
