Page 26 - PR Communication Age January-June2020

MAINTAINING

COMMUNICATION AND

PR DURING THE LOCK

DOWN PERIOD &

THEREAFTER

Prologue: people safe, help them adjust and cope emotionally, help
them put their experience into context - and draw mean-
Crisis comes in diverse intensities. As a "landscape scale"
event, the corona virus has created great ambiguity, el- ing from it. But as this crisis leaps from life-and-death di-
evated stress and anxiety, and prompted tunnel vision, in rection on public health and workplace safety to existen-
tial matters of business continuity, job loss, and radically
which people focus only on the present rather than toward
different ways of working, an end point may not be appar-
the future. During such a crisis, when information is unavail-
able or inconsistent, and when people feel unsure about ent. While some may already be seeking meaning from the
what they know (or anyone knows), behavioral science crisis and moving planning into the next normal, others,
points to an increased human desire for transparency, guid- feeling rising uncertainty and worried about the future, may
ance, and making sense out of what has happened. not yet be ready for hope.

COVID-19's parallel unfolding crises present Indian leaders
At such times, a director's words and actions can help keep
with infinitely complicated challenges and no easy answers.
About the author Tough trade-offs abound, and with them, tough decisions
about communicating complex issues to diverse audiences.
Anabil Bhattacharya Never have executives been put under such an intense spot-
B.M.E. (Honours), F.I.I.I. light by a skeptical public gauging the care, authenticity,
Retired Chief Manager, H.O. and purpose that companies demonstrates. Leaders lack a
National Insurance Co. Ltd. clear playbook to quickly connect with rattled employees
Kolkata and communities about immediate matters of great impor-

"Some breakups are the breakthroughs you've been praying for."

26 PR COMMUNICATION AGE January - June 2020