“In moments of crisis, new narratives, new policies and new social behaviours are established. … How we act and what we say in this moment can help define perceptions, assumptions and policy preferences … But we must act quickly, in coordination and at scale.” (Anat Shenker Ossorio)
Whether we have been trying to get people to #stayhome, using this moment to advocate for workers’ rights, or fighting for policies to address the inequities in our society that this COVID-19 pandemic has highlighted, non-profit communicators have been working hard these last few months to get critical messages out to our audiences.
As Erin from Spitfire Strategies shared at the beginning of the pandemic, “What you’re doing now may not be crisis communication work, but we are all communicating during a crisis.”
For this article I have curated a round-up of my four favourite suggestions on communicating during COVID-19.
Collective action – now and for the future
The Frameworks Institute has an email series offering communications guidance during COVID-19, including several good suggestions for engaging a broad audience in the importance of collective action to keep us safe now and to make choices for a better future:
- Explain the how. Clear explanations build trust and also combat misinformation. Consider “wash your hands with soap for at least twenty seconds” compared to “soap destroys the virus, but we need to wash our hands for twenty seconds for it to work.”
- Emphasize that recommended changes are normal and widespread. Highlighting instances of those not following public health recommendations can backfire and weaken the resolve for collective action. Instead, wherever possible, showcase how our collective efforts are working.
- Show that you’re responding to the moment – not taking advantage of it. When it comes to advocating for change, people are stressed and will likely reject messages that feel insensitive. Avoid talk of silver linings and upsides. Instead, use language that expresses solidarity, and try words like “connecting, rebuilding, and moving forward together” rather than “seizing the moment” or “leveraging the opportunity” to activate a sense of shared purpose and common identity.
- Strike a balance between inspiring and overwhelming. Bold, collective action is needed, but it needs to feel attainable if we are to mobilize our audience.
- Word choice matters. Terms like “aftermath” can imply a situation is impossible to control. Talking about “when things get back to normal” triggers nostalgia. Instead, we want to keep audiences engaged in a conversation about change. Try inviting people to think and reflect with us on what’s possible and what kind of world they want to build as we move ahead, rather than telling them everything we’ve done up until now has been wrong.
Interdependence: a wider “we”
Anat Shenker Osorio has published a COVID-19 Messaging Guide. In it she points out the values of interdependence and government responsibility as two that will “cut through” messages that divide us – messages of xenophobia,racism, and individualism. We need to use language that draws us together in a collective effort by staying apart.
Focusing on a few select groups who will feel the effects of COVID-19 the most is a type of “us-vs-them” frame, which makes it easier for some people to dismiss the need to follow public health recommendations. As communicators, we would do well to embrace a wider “we” frame. Connect the dots for your audience between their individual actions and the common good. Carefully frame the needs of marginalized and/or high-risk groups by underscoring that all of us are connected and dependent on each other. Focus on “our” actions and responsibilities, not “their” plight, vulnerability, or worthiness.
Government responsibility
Government responsibility narratives can be powerful antidotes to us-vs-them thinking. Government plays a critical role and when they are let off the hook, stigmatized groups can become scapegoats instead.
Emphasize that we need and deserve a robust public response to this crisis. Be clear that government action is doable and in line with how our society can and should function.
- Avoid a focus on government failure. Instead, call leaders to action, pointing out that we all rely on government leadership and action.
- Point out the government’s distinct role from what businesses, nonprofits, and individuals can do as a protector.
- Focus on the concrete actions that specific public agencies or levels of government must take, rather than focusing on specific elected officials (to avoid partisanship and the divisiveness that comes with it).
Role of nonprofits
In the same way that governments have a distinct role in our COVID-19 response, so do nonprofits. As we advocate for funding to do our vital work, it can be tricky to highlight our importance without seeming self-serving.
The Frameworks Institute suggests talking about our unique role as society’s “only institutions solely focused on making communities stronger.” They also suggest showing that we are “leading the conversation about resources and priorities in an important, forward-looking, and inclusive direction.” Instead of “the nonprofit sector needs relief,” try “the nation needs the nonprofit sector.”
Bonus: 3 quick tips for communicating instructions during a crisis
- Communicate often and regularly. Predictability is comforting in times of uncertainty.
- Be compassionate. Build trust by showing that you know this is difficult and we are in this together.
- Share easy-to-follow action steps. Simple words and clear instructions leave less to interpretation.
As Tim Richter, the CEO of the Canadian Alliance to End Homelessness noted on Twitter, “When a crisis strikes, policies and processes become increasingly flexible, government funding increases, and people get laser-focused.”
While we deal with the emergency at hand, as change-makers we need to also keep an eye to the future and communicate that change is more possible than ever.
Jennifer van Gennip is an Advocacy and Communications Strategist. She offers strategy and support for cause organizations to make sure they get heard. You’ll find more tips like these at www.jennifervangennip.com, or she can be reached by email at jennifer.vangennip@gmail.com.
