How Communicators Can Help Fight COVID-19

Written By Aimee Borders

Image Credit: CDC

Today World Health Organization Special Envoy for COVID-19, Dr. David Nabarro, presented a global perspective on the coronavirus (COVID-19) in a call hosted by Edelman, a public relations and marketing consultancy. Following are my key takeaways and additional links to accurate, reliable sources of information.

Edelman recently released their trust barometer, which confirms what those of us who work in external comms have long felt instinctively – people don’t trust governments or media to provide accurate information. What may be a surprise, however, is that business ranks higher than both in terms of competence and ethics – Edelman’s two key measures of trustworthiness. So when an infodemic accompanies an epidemic, and an overabundance of incorrect information floods the marketplace, business communicators have a job to do – and they are uniquely positioned and equipped to make a real difference.

Six Comms Actions Businesses Should Take Right Now

Edelman provided a concise list of six things businesses can, and should do, which I’ve paraphrased below:

1.     Get your CEO involved and out front communicating with all key stakeholders, including employees.

2.     Establish a regularly cadence (twice a week is recommended) to keep stakeholders updated

3.     Correct misinformation immediately.

4.     Establish and maintain a platform with information that impacts your employees and operations

5.     Set up a hotline to answer employees’ COVID-19 questions

6.     Establish and communicate a ‘no-regrets’ policy – if employees prefer working from home, limiting travel or need flexibility to care for family members in isolation, give them that flexibility.

An Informed COVID-19 Perspective

During the call, Dr. Nabarro provided an informed perspective on COVID-19’s past three months, coming three months and what needs to be done when it appears in the community. These are my key takeaways.

Coronavirus symptoms

When someone has influenza, initial symptoms can be severe. COVID-19 is different. It starts with a vague symptom, aching in the joints, and then progresses within a couple of days to high fever and a dry cough. It is transmitted through microscopic droplets when we cough and sneeze.  About 20% of people will get seriously ill, typically with pneumonia. 1-2% will die.

Reducing risk of transmission: Basic hygiene

  • Stay two meters away from sick people.

  • Wash your hands with soap and water.

  • Use hand sanitizer regularly.

  • Consider avoiding handshaking.

  • Practice cough etiquette – into the crook of your elbow instead of your hands.

  • Be respectful about close contact with others.

Ask these questions when considering holding or canceling an event

  • Are people coming from all over the world or from the local community? If all over the world, be thoughtful about where they’re coming from – could be areas of transmission.

  • Is there transmission in your local community? If yes, could lead to propagation.

  • If you’re unsure, consider a hybrid. In case things worsen before your meeting, be ready to cancel or scale down using an electronic platform and a smaller physical meeting space.

Your people are part of the solution

Your employees are not objects to be told what to do. They are critical to helping prevent the spread of the disease by protecting themselves, their colleagues and their families from risk. They are hungry for accurate information. Provide it.

A no-regrets policy is prudent

Dr. Nabarro stressed that taking extra precautions is fine. Underestimating the threat – or how quickly we’ll need to respond to it – is not. Empower your local offices to make decisions based on their knowledge of the local situation. Empower your employees to make choices like limiting travel or working from home to protect their health.

Do not shame people or police them for being careful. Respect the disease. If transmission is happening near you and you think you should close offices, that’s sensible. Closing the cafeteria is not a stupid thing to do. Avoiding travel near outbreaks should not be belittled.

Learn More. Do More.

As the days inevitably get long, it may be helpful to keep in mind that we are not powerless - as communicators, we are uniquely gifted with the very skills that are needed to help reach people with the information that can help make them safer.

If that sense of purpose resonates with your employer as well, you may want to talk to them about considering leveraging some of their ad dollars to comms that support a global fight against misinformation. There is much we can do together.

Additional sources

 

Aimee Borders https://www.rubberbandslingshot.com
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