Communicating Amid Uncertain Times

As communicators, one of our essential roles is to help our audiences navigate uncertainty.

This is no small task after yesterday’s shocking events -- and as we face the days to come.

Yet it is key to building trust and goodwill for your organization.

As you consider communicating with internal and external audiences in the wake of yesterday’s events and over the weeks ahead, here are three things worth thinking about.

Acknowledge the uncertainty: This is no time to go quiet or be tone deaf to the realities of this moment. Look for ways to acknowledge the uncertainty and its impact on your organization. Consider putting on hold any outreach that feels irrelevant or out of touch.

Reassure your core audiences: People need to hear that what they are feeling is valid. They also need a tactful reminder that this too shall pass. When it does pass, the world may feel different. But the essence of your work and mission remains a constant. Don’t underestimate the power of this simple message.

Envision a better future: The saving grace of challenging times is that they open a door for better ones. In almost any instance, there is opportunity to imagine better days ahead. When the timing feels right, sharing a realistic vision of the future can inspire others to look beyond the current challenges and work toward positive change.

There’s no set roadmap for the best way to remain connected to your audiences on days like today. Yet, it’s hard to go wrong if you communicate with authenticity, honesty, and empathy.