"Problems are opportunities in work clothes." I wish I knew who coined that phrase so I could thank them for adding an upbeat note to the frequent challenge of rumor control. Granted, rumors always exist in nonprofits, but this summer has yielded even more, a result of extreme anxiety and inaccurate information around the virus.
Right now, the volume of rumors is higher, as are the implications. The importance of a solid communication plan is always understood, but the current environment may present a good opportunity to improve yours. Agencies are so focused on safety, client services and sustainability, staff feelings can easily be overlooked. People are sad and frustrated, conditions that complicate active listening and dampen morale. Rumors can be especially destructive during partnership explorations or implementation. If your organization is experiencing this problem, five suggestions follow:
1. Clarify goals. First, think about whether you want to address one or two specific rumors that are floating through the building or if you want to target rumor control more generally. Once you have clarified your goals, clearly articulate them and do it often. Present them in different ways, at different times. The more often staff hear the message, the more likely they will be able to incorporate it into their daily work. Any time you are discussing COVID-19 or another problem, return to the themes you have developed and repeat your goals and message.
2. Address it. Hit the rumor head on and be honest. If you try to minimize the rumor or ignore it, you will lose credibility and the staff will not forget. Of course, being honest does not mean you should reveal confidential information that should not be shared, but do tell them as much as you can. It also helps to set the context. It can be easy for an individual employee to focus exclusively on their immediate tasks, so your presenting the big picture organizational view can foster understanding and promote patience.
It can be helpful to ask where someone heard the rumor. Consistently ask for sources and encourage staff to verify what they hear with a second source. Also, challenge news that cannot be attributed, encouraging staff to check a source twice before repeating something. The more they can verify correct information, the less room everyone has to fill in the blanks.
Most of us fall prey to confirmation bias - a way of filtering data and information to confirm our perceptions and beliefs. We choose the channels, news sources and even friends that affirm what we believe instead of challenging us to think differently or explore other points of view. Challenge this unconscious bias in others and be sure that your own confirmation bias isn't limiting your response or causing you to miss out on important information.
3. Model good behavior. Effective professional behavior starts with you, and people are watching for cues. It is always best to be honest and there is nothing wrong with saying you do not have the answer to some question. The staff will respect your honesty even if they remain confused. Acknowledge the feelings of the person who asks a question or who is clearly in distress, then try to let them know what you are doing to clarify the situation. It is also fine to admit that you are also challenged by what is occurring. In many cases, you will not have the information someone needs and that should be stated clearly.
4. Assign responsibility. The leadership team may want to develop shared language around rumors and other communication goals and values. Then, supervisors should be told what their responsibility is in confirming or accurately dashing staff rumors and be reminded that this is a performance expectation. They can distinguish for employees the difference between having an opinion and having the right facts, and make it clear that staff will be held accountable for repeating false information. Simply, there are consequences when people do not check the accuracy of what they hear and repeat.
5. Share resources. Staff members who are experiencing an especially high level of anxiety or who are not honoring the commitment to validate rumors may need additional support through this period. You can encourage them to limit social media time, reduce news input and practice good habits such as sleeping, eating healthy food and exercising. If inappropriate behavior persists and they are an ongoing part of the rumor mill, then you or the supervisor may need to suggest coaching or a referral to an EAP.