How to communicate effectively in times of uncertainty
A Northwest ski area provides a respite during the pandemic season.
Reflecting on this recirculated McKinsey & Company article, I am reminded of the turbulent yet transformative journey we undertook at Mt. Hood Meadows during the 2020-21 season. As the VP of Sales and Marketing, I had the unique opportunity to initiate and lead the Covid Readiness Task Force, playing a pivotal role in steering our communications efforts during an unprecedented crisis.
Reading the article (which I summarized below), I was struck by how closely our actions at Meadows aligned with the recommended practices, solidifying my belief in the power of clear, transparent, and compassionate communication. We established a clear vision, reminding ourselves of the strength and resilience that has always been at the core of our Meadows community. We connected the disruptions and uncertainties we faced to something larger than us, finding solace in the shared purpose of ensuring safety and well-being for all.
Creating a space for our team to voice their concerns, draw their own conclusions, and find personal meaning in the midst of chaos was crucial. I remember the countless conversations, the shared stories of resilience, and the deep listening that became a staple of our task force meetings. We were not just colleagues navigating a crisis; we were a community leaning on each other, finding strength in our shared purpose.
Receiving the NSAA Best Employee Safety Program award was a moment of immense pride, yet it was also a humbling reminder of the collective effort and trust that defined our season. It was a testament to the strength of our communications strategy, the resilience of our team, and the unwavering commitment to safety that guided every decision we made.
Bing / Dall-E-3 prompt “Image of skier and snowboarder looking into an uncertain future with a potential pandemic threatening to close their ski resort.”
Looking back, I am filled with gratitude and pride for the role I played, and more importantly, for the unwavering spirit of the entire Meadows community. We navigated through uncharted waters with grace and resilience, and in the process, we reaffirmed the irreplaceable value of focused and heartfelt communication. The McKinsey article served as a poignant reminder of the incredible journey we undertook, and the enduring impact of the practices we embraced during those challenging times.
Summary: How to communicate effectively in times of uncertainty
McKinsey & Company article from June 18, 2020, underscores the vital role of leaders in communicating effectively during a crisis, as employees tend to rely on their employers for trustworthy information. The piece highlights that while crises pose complex challenges for leaders, fundamental communication tools remain effective.
Key Points:
Adapt Messaging: Leaders should tailor their communication to suit the different stages of a crisis, providing clear instructions for safety, support for adjusting to change, and guidance to help make sense of the crisis.
Clarity and Repetition: Messages should be simple, clear, and repeated often, with a positive framing to ensure better engagement and trust.
Transparency and Trust: Building trust is critical, requiring leaders to be transparent, involve stakeholders in decision-making, and share their own feelings.
Foster Resilience: Leaders should share uplifting stories, strengthen community bonds, and encourage supportive actions to enhance well-being and resilience.
Create Meaning: As the crisis wanes, leaders should help their teams derive meaning from the experience, establishing a clear vision for the future.
By following these guidelines, leaders can ensure the safety of their teams, instill a sense of trust, and guide their organizations through the crisis with a renewed sense of purpose.
Bing / Dall-E-3 Prompt - “Ski area employees engaging skiers and snowboarders on a snowy slope with mountains in the background. A display of caring guest service.” AI hasn’t quite mastered the nuances of skis, snowboards and chairlifts (or on the slope guest service for that matter).
