The Entrepreneur’s Guide to Effective Communication (In A Crisis)

In a crisis, employee communication is often the thin thread that holds everyone and everything together.

–         Unknown

One of the most critical skills for an entrepreneurial leader is communication. This is even more evident in a time of crisis. Crisis not only puts all of your team, your systems, your beliefs to the test; but it also tests you as a leader. You can be the greatest strategic thinker in the world, but unless you can communicate your overall plan and tactics effectively then you are a failure.

Effective communication during crisis is an art, but anyone can do it. You just have to remember the 5 fundamentals:

1. Over-communicate. When your team is in crisis, your team is trying to deal with, and react to, an overwhelming amount of information. In the absence of clear communication, rumors and assumptions take hold. Having a system by which you communicate the information over and over and over again destroys the rumor mill.

2. Do not assume anything. Your team is made up of a group of amazing individuals, each of whom process crisis and information differently. Effective crisis communication does not assume that everyone is on the same page. Make it a point to ask confirmation questions, give opportunities for feedback and questions from the group. Sometimes a crisis is made worse because a small but critical piece of information was assumed to be understood by all; when this was not the case.

3. Slow down to speed up. One of the highest stress-crisis environments in the world is warfare in an urban environment, or Close Quarters Combat (CQB). Themantra of CQB is “slow is smooth – smooth is fast”. As a leader you set the tone for your team. If you communicate in frazzled, whip-sawed, emotional way; then you can expect the same from your team. But if you are as cool as a late-night FM DJ then your team will follow you and emulate your cool confidence. It is critical to over-communicate, but you want to slow down, process and prioritize what you are saying and give your team the strength that they need to deal with the task at hand.

4. Communicate 2 levels down about 1 level up. Make sure that you are communicating to the level beyond your direct reports. When you communicate to your direct reports (and their direct reports), give an understanding of the plan that is 1 level above you. This allows your team to deeply understand context and provide insight into something that may, on the surface, not make any sense. One word of caution, do not take this fundamental to mean that you micro manage or don’t expect your direct reports to communicate or provide additional detail. Use your direct reports effectively, but allow the ones that are executing your plan hear directly from you.

5. Back brief. After you have delivered your vision, ask to have it restated back to you. Everyone if familiar with the game telephone where the phrase “I love peanut butter and jelly sandwiches” somehow transforms into “flip-flops on Mars is fashionable”. Remember, your team is dealing with information and emotional overload, just asking them to state what you said back will clarify many issues and mistakes.

Effective crisis communication not only allows teams to be on the same page and support one another, but it gives clarity and purpose as to where you are going and how you are getting there. Many entrepreneurs have been in crisis the last 3 months, but as we work our way through the impacts of COVID-19, we must communicate clearly or suffer the consequences.

Being an entrepreneur is one of the most difficult and demanding things you can do. The good news is that entrepreneurship today is a team sport. Hit the connect button on LinkedIn or Facebook NOW and together we will work towards hitting your 10-year target. Along the way we will increase your profit, strengthen your leadership skills and transform your banking relationship into a strategic partnership. This will lead to confidence in your path, freedom to dream up bigger targets and a business that is enjoyable to own. When we connect, tell me what fundamental is easiest for you AND which one is hardest.

Greg Martin is an entrepreneur’s insider to the banking industry and passionately believes that every person was uniquely designed for a higher purpose and calling. Greg guides entrepreneurs in defining and achieving their purpose and calling. His deepest passion is living life with his wife and their wonderful son.