How to communicate when your world turns upside down
Her Majesty Queen Elizabeth II died on 8th September 2022.
Most small business owners will not have protocols or guidelines for how to respond to this very sad period of time.
In this bonus episode, I'm sharing six useful guidelines on how to communicate from within your small business and show up at this unprecedented time.
Here are the highlights from this episode:
(00:52) The events since sad news of Her Majesty The Queen
(02:36) How should we show up as a small business?
(03:58) The knock on effect of cancellations
(07:19) Think about how you are going to communicate and show up as your brand?
(08:21) Number 1: Sense check your communications for the week ahead
(09:29) Number 2: Review your activity for the week or month ahead
(12:30) Number 3: The best thing to do is go back to your values
(13:37) Number 4: Show that you care, stay in control and manage expectations
(15:27) Number 5: Show up as you
(17:33) Number 6: Be respectful of others
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Welcome to the Future Proof your Business podcast.
This is a special edition that I'm recording on Monday, 12th September, and the reason is because I wanted to talk to you a little bit about the events that are taking place since the sad news of the passing of Her Majesty the Queen, which took place last Thursday.
I wanted to acknowledge this, I wanted to come on and talk to you about this because for me, it's times like these when our world suddenly seems to have turned upside down that confirms to me just how important the way we communicate is for your small business.
I can't emphasise enough that it really does all come down to communication.
There's no rules, there's no wrong or right with this.
It's been quite interesting, actually, watching things unfold over the last few days and seeing how different people have been showing up, different organisations, associations, decisions that have been made and things.
And I suppose really, it's unprecedented, isn't it?
We've never had this happen before in our generation, and not even in the last 70 years either.
So it seems as if, yes, there might have been these big plans.
So there was Operation London Bridge and there's also Operation Unicorn.
These are names that they've been talking about and these are plans that have been in place for years just in case this situation would happen.
So even though it seems like everybody had a plan, actually, for small business owners, you're not telling me that you had time to think about how you would show up or what you would do if this happened, if the Queen was to sadly pass.
So, first of all, I want to say it's okay to not really know what you're doing or how you should show up.
And I've been speaking to quite a lot of my clients over the last few days and we've been having quite in depth conversations about how we should show up and what that looks like. And whether we should continue to work. To launch. To promote. To do. To run our businesses.
Or whether actually we should stop and pause things and take a step back as a form of respect.
And do you know what?
There have actually been quite a lot of coaches and mentors that I've seen who've been advising people like small business owners to stop all activity. And there's always been some horrendous commentary on social media in the online business community, with people criticising small business owners for continuing to promote or to talk about what they're doing.
And the other side of that is I've also seen a lot of people dismissing everything that's happening in the first place and criticising the way that people are reacting to the sad news and telling the audience that they don't really know what all the fuss is about and that they should be carrying on as normal at first.
Really.
I wanted to say to you and tell you that I don't necessarily agree with either of these.
I think that it's normal for us to wonder and to question.
But you know what?
I think if we can really tap into our values and really think about how we're feeling inside and how we want to show up, I think that's the way that's going to help us to determine the best way forward.
It's interesting because all the football matches, I mean, there was so much that got cancelled over the weekend, including Premier League football matches, boxing, horse racing, cricket.I think the last night of the proms. Burberry cancelled its London Fashion Week event. BAFTA cancelled its annual Tea Party in La. Who knew they had an annual tea party?
There were loads of things that got cancelled. And if I'm really honest, I really don't think that it was necessarily the best idea to cancel these events. And the reason being, it's not because I don't believe that we should be showing respect and that we should be acknowledging what's going on, but actually, it's the knock on effect that the cancellation of these events have on the wider community.
And I saw that first hand this weekend where because the football at Premier League was cancelled it meant that all the local matches and the junior matches were cancelled too.
Which meant that Josh, my son had his football training cancelled on Saturday. and had his game cancelled on Sunday. And it just meant that actually all these kids that would normally be playing football, getting out and coming together as a team were actually stuck at home doing whatever they were doing at home.
And I think for me, I wonder whether actually it would have been a better idea to continue with some of these events and allow people to come together and almost to maybe to share and show their respect in special moments together, so maybe continue with the football or the different events, but have maybe a few minutes silence together or come together in different ways.
So I suppose really what I'm trying to say is there's no right or wrong with this and there'll always be pros and cons.
And I think for you as a small business owner, it's about taking all the different things into account, weighing up what the benefit or the impact will be for your business and then deciding what that looks like for you.
An example of that, I think, was the Great North Run that took place yesterday as planned. And I think that was a great decision and I'm sure it was obviously because the impact of that on the hundreds of charities that were counting on that event for their fundraising, I think it was obvious that it had to go on and I'm sure that for those runners who were there yesterday, I can imagine that it was extremely poignant and quite emotional.
I suppose really, it's an event that they'll never forget because they were able to come together and share in the experience.
But also, I think really, I like to imagine that the Queen herself might have wanted us to sort of carry on as well and do what needs to be done.
It's kind of how I've always seen her during her reign and sort of this strong woman that's carried on regardless and did what she needed to do.
And I think with this in mind at the moment. With everything that's going on with.
I don't need to name all the different things that have been happening and we talked about that in episode one.
About being in a VUCA world.
But I think this is just another event ,isn't it.
That's adding to this kind of uncertainty and it's an unnerving time for a lot of people to conclude with all that.
I think really, for me, the most important thing for you to think about as a business owner is really thinking about how you're going to communicate and how you're going to show up as yourself and your brand over the next few days.
And obviously this is Wednesday. So we're halfway through the ten day morning period.
So I'm pretty sure at this stage you've already decided how you're going to communicate and you've obviously been working and made some decisions.
But I just thought just before I leave you tonight that I would just run through a few suggestions and things for you to think about that.
Things you can apply this week and moving forward.
They'll also apply to your business in the future when something comes out of the blue or when you're dealing with a crisis or something that you are least expecting.
So I've got six suggestions, really, and things for you to think about and I'm going to talk you through them.
And then at the end, really, what I'd like to say is I'd love to hear from you and see how you've been managing this week and how you're feeling and maybe what you've learned about yourself and your business or other people.
So I suppose really the first thing to do when something like this happens where it's kind of coming out of the blue and you need to decide how you're going to move forward is simply sense check all your communications.
So just take some time to review all your content and communications that maybe have been planned and scheduled for the week ahead and ask yourself are they still relevant and appropriate?
And make sure that there's nothing really in there that could be insensitive with regards to the context and just make sure that everything still makes sense.
If in doubt at all, whatsoever, just press pause on the planned content.
I'm not saying you have to get rid of it, but just pause it for now and then maybe think about creating something different or new that works better and feels right.
At this time, I think it's important to say that I'm really not saying you shouldn't be communicating as normal about your business, products and services because you have got a business to run and especially in these times, we need to keep going.
But just make sure you're sense checking everything and being aware of how your audience is feeling and what they're expecting from you and just make sure that there's nothing insensitive and that really, like I said, that you're in line with your values and what you believe.
The second thing I'd suggest you do is just have a review of your activity for the next week ahead or the next month ahead, depending on what the situation is.
And what I mean by that is have a look at what you've got planned and ask yourself whether there's anything that you need to change or actually can you carry on as normal.
So with this in mind, think about what you're trying to achieve.
Is it a launch?
Is it a launch that you want to put out there and announce something because you've got a tight schedule and you need to get people into your challenge or you're looking for people to be aware of something that's coming up, et cetera.
Or actually you've got a promotion that's going on.
Just have a think about whether the current context is going to impact those results, okay?
And that's where you need to make the decision as to whether you think it's relevant and appropriate to carry on or actually whether it might be better to postpone or to push back.
So thinking again about your audience, your customers and any of the key stakeholders that you've got.
So partners, suppliers and check in with how they're feeling and what they need from you, okay?
Particularly if you've got a team and you're counting on your team to kind of show up and help you to deliver what you need to do.
Just make sure that you're checking in with them and making sure that they're okay and they're okay to carry on.
Again, there's no right or wrong with this.
Just be mindful of that and mindful of what you're trying to achieve, you might get a better result if you were to push it back and wait.
So, for example, this week I had a client who was literally on Friday ready to announce a multi million pound investment in new premises and we were all ready to go on Friday as they signed the paperwork.
But actually what we decided was there was no real necessity to launch it that day and to promote it that day.
Actually, what we're going to do is wait until after the funeral and maybe even in a few weeks, until things have calmed down a little bit and then we can start to share the news.
And I think the impact of that on the business is going to be a lot better.
So only you can decide.
And my only recommendation really would be that if you can, obviously, for this week and what we're talking about now, I would try and avoid anything major on the actual day of the funeral, which is Monday, the 19 September.
But again, if it's something that you feel is relevant to carry on, then I would suggest that you simply check in with your audience, with those people who are going to be attending.
Maybe if it's a workshop or programme or maybe it's one to ones or that kind of thing, then check in with your customers and see how they feel and then play it by ear.
I know I was hearing about a local beautician here today who's going to continue going ahead on Monday and working, but she's going to be checking in with her different clients and seeing which ones want to and sort of juggling around that.
So it's about being sensitive to your audience.
The third point.
And I've touched on this already.
But I think when we're not sure what we should be communicating or what we should be saying or how we should be showing up.
Or if we should be saying anything at all.
The best thing to do is to go back to your values.
Go back to what you stand for and what's important to you and make sure that you are communicating in a way that's aligned with that.
So deciding if you want to communicate and deciding whether this is, as a business owner, what's important to you.
So starts with you, how are you feeling, how you want to show up, and of course, how you want to interact with your audience.
So thinking about what they're looking and expecting from you as a brand, but also what they need right now.
And maybe that's just simply you acknowledging what's going on, but it might be also a little bit more, which we'll touch on in a second, but there's no right or wrong again, and you don't have to communicate, you don't have to say anything if you don't feel that that lands right with you.
So really kind of tap into how you're feeling. The fourth point is it's really about showing that you care.
It's also about staying in control and it's about managing people's expectations.
So in reality, when we're running a business and we are continuing maybe as normal or we're adapting what we're doing, it's really important to communicate and let people know what's happening.
Okay?
In this circumstance, in my opinion, silence is never golden.
So what that means is staying quiet and kind of not saying anything at all.
I don't believe the right way here.
I think what we need to be doing is allowing people to see that you're still in control and that you care about them.
And that might simply just be that you're pulling out a statement to say you're aware of what's happening, you're deeply saddened by this, but let the people know that it is business as usual and they can accept the same service.
Or maybe things have changed.
And in that case, then you need to communicate what those circumstances are and how they can interact with your business or your brand.
And just make sure that if you are communicating any changes or any statements, then make sure you're communicating it across the different channels and making sure that people are able to access that information.
Again, don't just focus on your customers, think about important people, such as your team members, partners, suppliers, and make sure that you're communicating with them, they're checking in with them and that they have what they need to know from you, but also thinking about what you need to know from them.
Is there anything happening?
Is there something that you need to be aware of in order to help them or better manage the situation?
And just remember, I don't need to tell you this, but remember to be sensitive to how they may be feeling and what they might need from you at this time.
The fifth point, which sounds really easy, but I actually think it's the hardest thing to do and it's the hardest thing to do as a business owner.
And I've been having conversations about this today in my future Proof Club, which is my monthly membership.
And it's really about showing up as you, as the business owner, but being true to yourself and your brand, really showing up in a way that's genuine to you, that's in line with your values, but also that feels right for you.
That's really tricky.
It's really tricky to know how far to go, what to say, whether to bring in your personal feelings and how to show up.
And I think, again, there's no right or wrong to this.
My only advice would be just to keep it really genuine.
And I promise that if you can show up from a place of truth and of being real, then it will land so much better and people will recognise that you are being sincere and that you're there to look after them.
What I would suggest that you really do avoid is any tokenism.
So don't fall into the trap of communicating just because you feel you need to or that you want to be seen to be saying something.
It's much better just to keep it really simple and maybe just a simple acknowledgement of what's going on rather than trying to say too much, or to go down a path where down a rabbit hole of something where it doesn't feel right and it's always there where we might trip up or it might not, where things might go wrong.
And I promise you that's when it won't land well and people will really see through it and that's where it can have a much more detrimental effect on your brand.
So just be aware of that and just try and really kind of be true to yourself.
Yeah, people who know and love you and your brand, they're going to be open to, they just want to see you and don't overthink it, just be yourself.
And then finally, the last .6 is just being respectful of others.
And I can't believe really that I'm having to say this, but after all the different comments and things that I've seen online, particularly being aimed at small business owners and particularly online businesses, I just need to say that, remember, we are all unique in the way that we feel and perceive things and events and things that are going on.
So just be really mindful of this and put yourself in other people's shoes before you do.
Go out there and communicate and join in the conversation or share your thoughts and opinions.
It's incredible what people have been saying about small businesses that have been carrying on, when actually we can see the bigger brands who are still putting ads out on tele and billboards and things.
So it's just a difficult time, I think, for a lot of people in lots of different ways.
And all I'm going to say is just be respectful of others and just be kind.
And if you've got nothing constructive or nice to say, then, yeah, don't say it.
And I think if just on the other side of that, if you're on the receiving end of that, then just keep it really simple.
Just say thank you for your comment, or thank you for your opinion and close it down.
Just move on to the next thing.
Please don't take it to heart and please don't let it impact the way that you're feeling or the way that you're showing up because it really isn't about you.
It really isn't.
So yeah, that's all I want to say about that.
So, yeah, those are my kind of six key elements and I think these can be applied to any situation really, when we're dealing with something that's uncertain or unknown or we're having to kind of think on our feet quickly to see what we need to do.
So time is also the essence and the quicker that we can react in a way that shows that we're aware of what's going on and that we're showing that we're in control and we've made decisions and that we've got to plan is really key.
So on that note, I'm going to leave you.
I would love to hear your thoughts on this and how you're showing up in your business and how you found the events this week and what decisions you've made, whether you're carrying on as normal, whether you're adapting things or whether you've stopped completely.
It's really interesting for me to see and to learn, obviously, how you're doing it and whether I can help with that or whether I can learn new things.
So please get in touch and let me know what you think.
And of course, if you've got any questions or you'd like to chat through anything or you'd like just to maybe have a fresh pair of eyes on some content or a communication or a plan, then please just get in touch and I'd be really happy to have a chat.
In the meantime, I'm sending you lots of love.
It's a difficult time at the moment, and I'm looking forward to chatting with you next week.
All right, thanks very much.
Take care.
Thanks for listening to the Future Proof Your Business podcast. I've been your host, Lucy Rennie, I hope you've enjoyed this episode. If you have, then I'd love you to head over to Apple Podcast, Google Play, Spotify or wherever you listen to your podcast and hit the subscribe button. And I'd really appreciate it if you'd leave a review and a rating and help me to reach even more small business owners like you who want to build a business they love.
And don't forget, you can head over to iamlucyrennie.com and sign up to my email list as well as find more tips and tools to help you Future-proof your Business on my website and in the show notes.
Finally, I'd love to invite you to come and join me and lots of other small business owners like you. In my free Facebook group, Communicate with Purpose.
You can find all the links on my website and in the Show Notes.
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I would love to invite you to come and join me and lots of other small business owners like you in my FREE Facebook group Communicate With Purposeith Purpose.