“Crisis Communications” once sparked images of fires and floods. Now it is more likely a data breach, website crash with operations grinding to a stop as data is lost in cyberspace. In any event, the common thread is loss of confidence and reputational damage.
While a crisis can sometimes strengthen team commitment and resilience, not everyone loves that high-paced adrenaline rush and especially when it comes from a small everyday issue that has silently eroded staff morale to become the full-blown crisis. Organisational change is a case in point and using the example of an AI implementation, this article looks at the communications tactics you would find helpful.
We all live with it – Artificial Intelligence – from face recognition to algorithm recommendations, AI is here to stay adding simplicity, security and convenience to our lives. But for many professions, it is terrifying – threatening job losses and redundancy so companies proudly announcing new AI strategies should consider if the smart new initiatives promising cost savings and efficiencies, will massively undermine the confidence and commitment of their now-threatened workforce.
We all hate change even when it promises long-term benefits. The naysayers will undermine the best intentions, and some may even sabotage what an organisation is trying to implement. An effective communications strategy is key so all stakeholders understand the “why” an organisation is embracing new innovations or technology and the “what’s in it for them”. Strong internal communications will not only address fears, uncertainties and doubts but also cultivate the buy-in needed to ultimately propel the organisation forward.
The strategy should be clear and most importantly, simple enough for everyone to understand. In the world of any crisis or change communications, we say everyone—from the pantry to the boardroom—must understand. So, the first step is to develop your overview or vision statement—and like all good messages, the storytelling must share the direction, the problems to be solved, and the anticipated benefits. Remember, we are talking about a technical adoption, no tech-speak and jargon, which is a put-off for everyone except the converted.
Explain how AI aligns with the organisation’s culture and vision, and how it can positively impact operations by improving efficiency and enhancing customer engagement or service. While maintaining consistency, this high-level narrative must address all your stakeholder groups.
● Staff will be concerned about job security, and the widely publicised adoption of AI in call centres is an obvious concern for the millions of people working in the sector. Teachers, lawyers, and other professions have concerns, and rightly so.
● Partners worry about the expectations that AI adoption will place on them to invest in technical skills and new infrastructure to maintain the collaboration.
● Investors and regulators have their own very specific set of concerns and questions regarding long-term stability, compliance, privacy, and, of course, the expected returns on investment.
All of these are valid, and when developing content for the communications roll-out, understanding these worries in advance is vital. Equally important is knowing the benefits that each group will gain from AI adoption: where in the organisation will these benefits will be seen, by whom, and when?
At the outset, we recommend propose small focus groups with key stakeholders to share the vision and realities, but most importantly, to gather the initial feedback from the ground. A leadership announcement that addresses some of these concerns upfront will go a long way to quelling any future negativity and also provides a great chance to identify other voices across different teams who can help cascade the message.
As with any change, gaining the buy-in from all stakeholders is crucial. By creating a clear, tailored narrative for the organisation, and then offering customised deep-dives and feedback opportunities for each group, you can enable a smoother and more cohesive transformation to drive the organisation forward.
AI is here to stay, and resistance is futile. Tech-savvy staff are likely already using AI tools independently and on their own initiative—ignoring this will only alienate these early adopters, and it will be too late when everyone realises that the competition is striding ahead with the help of AI. With a clear communications strategy, you can help the business pivot for growth.
This post has talked around the implementation of an AI strategy into an organisation, but what other hidden nightmares are company’s facing today that can erupt from concern to crisis:
– staff are inevitably concerned about long terms success and job security.
– are we still ahead of the competition?
– Are we losing out to cheaper and faster alternatives?
– Is my bonus going to be impacted by the market conditions?
All excellent questions and very real concerns. So, Business Communicators, if you would like to explore ideas to manage a crisis before it is a crisis, then we are here to help share ideas and smart tactics that will help.
