The Secret Ingredient for Good Crisis Communication. How do the best leaders show up during tough times? They lead with empathy.

Covid-19 has put a spotlight on how leaders communicate with their employees, customers, and communities during unprecedented times. From reporting the latest updates on national television to issuing brand statements on social media, we’re seeing leaders adapt their communications strategies daily. I’d argue that the ones doing it right share a common approach: They lead with empathy. 

When crises hit, people expect leaders to rise to the occasion. But that doesn’t mean you need to have all the answers (spoiler alert: you won’t have them). I think people care more about leaders’ ability to listen, understand, and empathize. Even if you can’t fix someone’s problems overnight, you can make them feel heard.

That’s why empathy should be the key ingredient in your crisis communication strategy, whether you’re sharing difficult news with employees, fielding calls from unhappy customers, or hosting a last-minute press conference. Here are five principles to help leaders navigate tough times with compassion.

1. Assume best intent.

During times of uncertainty, humans crave clarity. How long will this last? What does this mean for me? The longer it takes to get answers, the more anxious we get. So when your inbox, voicemail, or social media feed is flooded with frustrated messages, try not to get defensive. During a crisis, people typically aren’t frustrated because of something you did or didn’t do — they’re frustrated by the situation. Keep that in mind and assume best intent before responding to feedback, questions, or concerns.

2. Act with urgency. 

When California Governor Gavin Newsom quickly introduced stringent limitations around Covid-19, many people wondered if it was too much, too soon. But his action proved to be wise in giving the state a head start in social distancing. His urgency has been matched with empathy for people impacted, including an executive order to support child care for essential workers. If you’re a leader, don’t wait to have perfect information or a detailed plan — just acknowledging the gravity of what’s happening and empathizing with people impacted goes a long way. 

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