Ellen: During this global public health crisis, what are you observing in terms of effective communication and engagement? 

Scott: You know we’ve seen a mix of the good, the bad and the ugly with engagement and the Coronavirus.

Where I am in the UK, the government has provided crystal clear communication on what people should do with social distancing, self isolation, and how to manage your own coughs and sneezes. There’s been excellent engagement with that, like in many nations. That’s challenge one: to be clear and consistent.

In New Zealand, their Prime Minister has gone even further and engaged in a very heartfelt way by hosting a Facebook Live from home sharing her thoughts and empathising with the nation. That’s challenge two: to be compassionate and confident.

Some companies have been equally good with being clear, consistent, compassionate and confident. Apple has provided unlimited paid sick leave for their employees. Brands like LMVH have taken to producing hand sanitiser for their customers and anyone else. The CEO of Kurt Geiger has suspended his own salary for a year to help avoid lay-offs. And beautifully, footballer Gary Neville has offered his hotel rooms for free to the National Health Service, and promised to pay all his staff while they quarantine at home – which has been greeted by an outpouring of gratitude even from his football club’s worst enemy!

Ellen: We learn what not to do from those who are ineffective. Who do you think is falling short on these measures?

Not all companies have not been so compassionate. Virgin Atlantic asked staff members to take 8 weeks unpaid leave, while the billionaire owner Richard Branson would earn more than the wages due to his staff solely off of the interest on his fortune over the same period of time. They did a U-turn, but it was too late, and the PR damage had been done. Equally, Amazon have asked customers to raise funds for their staff, despite their CEO being the richest person in the world. That’s plain ugly.

Then, we have some of the bad. This is where organisations have just been unclear, or inconsistent, but not necessary uncompassionate. The USA is an example of unclear advice from the government. 

Ellen: In your opinion, who is truly inspiring when it comes to communication and action?

What has been resounding is the way the people have got to helping each other. There has been far more engagement between people, one to another. And it is the people and organisations who have supported this grass roots movement that will be remembered. 

Tom Read Wilson is one such person who has done this – a celebrity in the UK who is sharing videos of poetry and song that his followers send him. Joe Wicks known as The Body Coach, is doing physical education lessons every morning. 

It is these people who show compassion at this time, and who "rally the troops”, that people will remember. Hence it is no surprise that some brands are jumping on this bandwagon of doing good, such as Heinz foods, who have launched their “breakfast isn’t going anywhere campaign”.

In sum, my advice to clients has been that what leaders do now will remembered for eternity. So now more than ever, actually give a damn about people over profit.

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Special thanks to Scott Gould, author of The Shape of Engagement: The Art of Building Enduring Connections with Your Customers, Employees and Communities. In a recent article, Scott shared 7 things to communicate for employee engagement during the Coronavirus. One of them is around sharing stories that inspire from your team and from your customers. Stories give us inspiration to continue, and an example to follow. 

April 30, 2020