Communicating with Empathy During a Crisis

There is an overwhelming amount of information about COVID-19. There are hourly updates, press conferences, briefings, social media posts, etc. As I have watched interviews and have read countless emails and statements, I have noticed varying levels of empathy from leaders. Some leaders express their empathy extremely well and “get it." Others are missing the mark. Here are a few tips on communicating with empathy during a crisis:

-We are in this together. We are all experiencing fear, grief, anxiety, and loss. Acknowledge that this is a tough time because it is. Draw on your own experiences and don’t be afraid to be a little vulnerable. Vulnerability is a connector.

-Tell a positive story. We are craving stories about kindness, love, and overcoming adversity right now. Companies are donating PPE to hospitals, neighbors are helping neighbors, teachers are going above and beyond to help students. The list goes on. Find a positive story that will resonate with your audience and share it.  

-Ask questions. On your next conference call, ask about the challenges of working from home, how you can best support your team, and how everyone is doing overall. Asking questions can uncover opportunities to offer support in a proactive way. 

-Listen. After you share that positive story and ask those great questions, listen. Everyone needs to be heard now more than ever. Here is a great quote and timely reminder by Roy T. Bennett: “Sometimes all a person wants is an empathetic ear; all he or she needs is to talk it out. Just offering a listening ear and an understanding heart for his or her suffering can be a big comfort.”

Katie Radel is the founder of Ripple Consulting Group, a public relations and marketing consulting firm in Nashville, Tennessee.