When in crisis or challenging times, like in life reach out and communicate. More the better!

It is by now common knowledge that companies are all about people. And customers and employees interact with people and not companies. It is also now proven beyond doubt that brands are like living beings and they are what they are because of the emotional connect they strike with it's ardent and loyal customers.

I did the above prelude to set the context for what the companies, its executives and brand stewards should be doing in today's challenging times and very importantly what they should not be doing. I do agree that these are extraordinary times and no one has an idea and clear picture of what we are in for, how long is it going to take. It is made far worse because there seems to be none among all the world governments and central banks who seem to have a good idea of how to handle this. My point about things like this(,) that are not in our control is that one should not lay too much emphasis on what is not in their control and focus more and more on what is in our control. And be prepared to change as the macro environment changes. At least you would be doing something and have the satisfaction of having done something than sounding helpless.

Coming specifically to communication, like they say in a sandstorm one should not bury their heads in the sand, it is in times like this that companies need to come out and communicate. Communicate even more than they did in good times. For, in good times, as everyone is doing well and everything is hunky dory, the fact that you communicated or not becomes secondary overshadowed by the enthusiasm and cheer all around. However, when the shine goes and the clouds set in, like now, then people are more aware of what is being said, by whom and what. If silence is all they hear, they make their own conclusions and in dire times one does not need a psychology master to figure out the nature and type of those conclusions.

Now, let me make an important clarification. I am not saying be loud and say things are good. That is surely going to backfire. Instead, what I would recommend is clear communication that sets out what the management thinks the impact really is, what has to be done about it and to manage it, what impact there might be on each employee or department or division or unit? and finally what it expects of each of its employees in these times. This crystal clear communication if done well and in person if possible does very many things positive, the impact of which will be felt even beyond the tough times.

Stepping out of the internal domain, companies need to communicate to the media as well. Media like any other arm of society is influenced by what it sees and hears. If companies stop communicating, there is a message that is sent out loud and clear. A not so positive one which leads the media to paint a picture of gloom which in turn affects sentiment and the cycle just goes on. I am not sure if exciting products have stopped being churned, if companies have stopped taking initiatives or that every company and executive is sitting in their chambers with the towels thrown in. Life has not stopped and it will not. It is a cycle and we will need to ride out this cycle how long or short it may be. How worse or not worse it will be? Again here, a word of caution. This is not the time for overoptimistic projections and plans without fundamentals. Speak what is still happening in your business, what is being done about it from a positive perspective and the need to be mature and last the storm. Am sure the more companies do this, the more journalists and editors who feel things are not as bad as they are made out to be and we see a balanced message emerging. This is good in these conditions.

To summarize, look internally and focus on communicating with employees and reinforcing your internal brand and continue to engage media in a balanced manner. The twin shall surely help us last and emerge stronger and all set to ride the wave when the tide turns the other way. As we all know and have seen, it is just a question of time before it turns.

Xavier Prabhu,

Director & CEO