Like many, we have family and friends dotted in different places across the globe. I was struck by a quick story that my stepdaughter, Jemma, who lives in New Zealand, made in one of our weekly family quizzes about the different ‘Levels’ they were following - how their government had been communicating their approach to the Covid-19 crisis.
As the situation progresses to another phase of change and a refreshed set of messages and guidance, I’ve been reflecting on the success that the New Zealand communication approach has had in helping people understand what was happening, what they needed to do and most importantly, what it all meant for them and when.
Over to Jemma…
image: Photo by Quentin Leclercq on Unsplash
“We had announcements about the Covid-19 Alert system – similar to the systems used for fire or terrorist threats in NZ., from our Prime Minister, Jacinda Ardern. There are four Alert levels, with four being the most severe (the ‘don’t go anywhere’ level). During the lockdown and in this period, we had to stay home in our ‘bubble’ with those we live with.
The Covid-19 NZ website is very clear, showing the Level we’re at and what this means and all households were delivered an overview chart of what each Level looks like and what that meant for people. This has been our bible.
We know things may change, but we know what’s going on and when we can expect updates and what we need to do. We all talk about the Levels so I know when I will be able to go back to my job as the manager of a gym, at Level 2.”
This quick story really reminded me of five standout approaches that the New Zealand team took for communicating in change – especially in a crisis where instruction and clear communication is key - and the real benefits they have brought. These principles will remain valid as you move through the change journey.
Having a structured and clear approach from the start helps people better understand what’s happening – and what things mean to them. Jemma could clearly explain to us all four Levels, the plans associated with each of them and what this meant for her. It was brilliant. This helped to lay out expectations as to when she would be able to do different things, what she needed to do and painted a clear picture of what she needed to do in the short to medium term.
Bite-sized messaging helps in any times of change. People need time to make sense of change. They can’t take on lots of messages (they need to be ‘bite-sized’) as they get focused on what the immediate change means for them. Focusing on the key messages, in an easy-to-remember way – in this case the four Alert levels – really helps.
Speak in language that makes sense to them. If you use words like ‘operational’ or ‘sustained’ that people don’t usually use in their day-to-day life, they’ll find it hard to relate to – and they could well switch off. They definitely won’t be able to relay it in a one-minute story. Remember, you’re talking to human beings – use the granny test to help, “Will my granny know what this means and what she’s meant to do?”
How well leaders communicate can make all the difference. Watching footage of Ardern behind a podium, sharing this communication, really showed that she owned the process, rather than just reading out messages that she’d been given. Her body language showed that she agreed with the messages, and she delivered them with a natural empathy and a genuine understanding of the people she was talking to, that put people – and their feelings in such an uncertain time – up front. Jaw-droppingly great.
Say what you’re going to do – and do it. In any change, people look to leaders – like Ardern – to share the right messages and show that they’re practicing what they preach. People trust you to do the right thing. If you don’t lead by example, it’ll stand out like a sore thumb to your audiences and they’ll lose trust – and faith – in you, which will be hard work to win back.
In any change, remember that you are talking to human beings. They want to hear that you are thinking of them as people – not as numbers or part of a process. The way you plan to communicate will make a massive difference in helping them make sense of whatever the change may be.