Leading Through Change with Clarity-Driven Communication

Effective Communication in Times of Change or Crisis

When a change is happening or a crisis hits, the importance of leadership communication is magnified. The way you communicate during these moments can either calm the storm or add fuel to the fire. Whether it's organizational change or an unexpected external crisis, leaders are looked upon for guidance, reassurance, and clarity. Yet, this is where many leaders falter—not because they don’t have the answers, but because they don’t communicate those answers clearly, quickly, or frequently enough.

The rule is simple: Say it, say it now, and say it often.

Why does this matter? Because, in times of uncertainty, your team will turn to you for stability. If you're not providing them with clear communication, they will fill in the gaps with assumptions, rumors, or worst-case scenarios. As Simon Sinek says, "Great leaders are willing to sacrifice their own personal interests for the good of the team." In a crisis, this means prioritizing transparent communication over your own discomfort or fear of not having all the answers.

What Effective Communication Looks Like in Time of Change or Crisis

Effective communication in times of change or crisis requires clarity, empathy, and consistency. It’s not just about delivering information, but about doing it in a way that reassures your team and keeps them focused. There’s an old saying that comes to mind—"people don't care how much you know until they know how much you care." In a crisis, empathy and honesty matter as much as the message itself.

Years ago, when I worked for a publicly traded company, we faced a significant challenge—our company had run into trouble with the SEC. During this time, communication became our lifeline. We had to keep our employees, investors, and customers informed, even when we didn't have all the answers. Every day felt like a whirlwind of uncertainty, but one lesson that stuck with me was the importance of saying it. Say it now and say it often—even if all we could say was, "We're working on it, and we’ll keep you updated." People appreciated the communication, even if the message was less than positive.

The truth is, in times of change or crisis, silence isn’t golden. Silence breeds fear, uncertainty, and rumors. That’s why you need to communicate early, communicate often, and be as transparent as possible with what you know—and what you don’t know yet.

Who Needs This the Most?

This message is crucial for emerging leaders, new managers, and supervisors. If you're stepping into a leadership role for the first time, you may feel pressured to have all the answers. But let me tell you—you don’t need to have all the answers. You just need to communicate what you do know with clarity, empathy, and consistency.

Think of someone who communicates effectively during a crisis—a leader who doesn't shy away from tough conversations but steps up and communicates regularly, keeping people informed and reassured. For me, this person was a colleague during my time in the corporate world. Their calm, steady communication gave our team a sense of direction even when everything felt chaotic.

If you’re new to leadership, I recommend finding a someone, a mentor or peer, who can offer guidance on how to navigate these moments. If they’ve been through significant change or even crises before, they can share strategies for staying composed and communicating effectively under pressure.

How to Communicate Effectively During Change or Crisis

Here are some simple, actionable steps for new leaders to follow when communicating during change or a crisis:

1. Be Transparent, Even When You Don’t Have All the Answers It's okay to admit that you don’t have all the details yet. What matters most is that you're honest and that you keep communication lines open. Let your team know that you're working on getting answers, and they’ll appreciate your transparency.
2. Stick to the Facts, Avoid Speculation In times of crisis, people need clarity—not speculation. Focus on sharing what you know to be true. If something is uncertain, acknowledge it but don’t speculate or make promises you can’t keep.
3. Communicate Frequently As I said earlier: say it, say it now, and say it often. Silence is the enemy in a crisis. Even if there are no major updates, touching base regularly reassures people that you’re still engaged and aware of the situation. As leadership expert John C. Maxwell says, "A leader is one who knows the way, goes the way, and shows the way." Staying visible is part of showing the way.
4. Show Empathy and Understanding Crises are stressful for everyone involved. Acknowledge the emotions your team may be feeling. When you address their concerns with empathy, you build trust and create a sense of unity. Remember, “Leadership is not about being in charge. It’s about taking care of those in your charge.” This is especially true in times of uncertainty.
5. Provide Clear, Actionable Next Steps After sharing information, give your team clear guidance on what to do next. Even if it's as simple as "remain focused on your current projects," actionable steps prevent panic and keep everyone grounded.

Take Action in the Next 48 Hours

If you're currently facing a challenging situation, I encourage you to take immediate action. In the next 48 hours, find a way to connect with your team. Whether it’s a team meeting or a simple email update, communicate openly about what’s happening. Even if it’s not a full update, acknowledging the situation can provide some peace of mind for your team.

It’s not about having all the answers; it’s about showing up for your people and keeping the lines of communication open. Say it, say it now, and say it often.

For more insights on leadership and other resources, visit www.DebbiePetersonSpeaks.com.