Was 2020 (Really) Communication’s Finest Hour?

This year half the world fell in love with Zoom. The other half didn't - but probably used it at some point anyway.

When covid-19 hit the world in mid-March with the force and severity of a modern blitzkrieg, people in every country discovered to what extent they value - and missed - communication.

Businesses from Wall Street to Main Street fell into full retreat, with entire departments cut off from their firm's high command and families pulled apart by quarantine and isolation requirements. It became abundantly clear that any hope of overcoming this pandemic lay squarely on the shoulders of communications - and, by extension, on each of us and the tools, we use to keep in touch with one another.

On every front, in every field of conflict with an unseen enemy - it has been communication's finest hour.

Digital D-Day

Digital communication, with Zoom as the prime example, has been the main hero of the corona crisis success story for communication.

(It had its side-effects, of course... According to the Financial Times, the words 'You're on mute' became one of the most used phrases on quarterly earnings calls this year!)

What would we have done without company chats, WhatsApp, Zoom, and all the other tools which made it possible to avoid sitting in four walls all by ourselves?

I personally attended a wedding where the groom's parents were not able to attend because of quarantine rules for US visitors. Sure - it wasn't easy to miss out on attending in person...but a Zoom link up is better than nothing!

And yes - for all its faults and flaws, social media has also been part of the feel-good story made possible by digital communications. How else can you inform so many people at once about your continued safety - or gather moral support for a covid-stricken family member?

Some, like the outgoing president of the United States, have abused its power and wielded it as a weapon of mass disconstrunication (or something like that...). The many who fall into the trap of misinformation and (deep) fake news end up as unfortunate casualties of an otherwise amazing innovation.

Others, however, like Queen Elizabeth and Royal Family have turned social media into a lifeline of encouragement and goodwill.

And Swiss Health Minister leveraged the power of Instagram and network effects to spread the urgent message of social distancing during the initial phase of the first lockdown in Switzerland.

It just goes to prove that in the right hands, social media can be a force for good - something that should not be forgotten...even when misuse abounds.

Some lessons - despite it all

Crises always come with an extra dose of self-reflection...even when most lessons are positive.

Communications in the corona era brought home some strong points - and reinforced others.

1. Feedback is key

When four people sit around a conference room table and discuss an important topic, it's fairly easy to gauge the reactions of each one. Feedback happens in a flash. That's why in-person meetings are still so popular.

When you have to ask for input by email or Slack (or whatever your tool of choice), it's not always obvious what people actually think...or that they will even answer you. And that webcam somehow doesn't show facial expressions or body language too well either...

In the age of digital communications, it is ESSENTIAL to get clear feedback (and share it).

2. Thinking ahead

One way offices have made us lazy is proximity. You can always catch up for a coffee and talk things over. Putting up a sign in the cafeteria usually makes it easy to send a message to most of the company.

Now...well, it's not so easy. Being much more deliberate about sharing information and planning communication flows is a must!

3. The power of the crowd

Social media companies, brands, and influencers have long known that leveraging the 'power of the crowd' helps spread a message like wildfire. Find the right multiplier and BAM - your message goes viral.

Of course, 'viral' in corona times has several meanings... But when spreading information and warning against possible infection is a matter of national importance...there is no better way than 'word of mouth' via digital channels.

Communication also loves 'super-spreader' events...

Communication - but not consensus?

Interestingly enough - the struggle of individuals and organizations in covid times has also offered new perspectives on the entire process of communications...and the process of reaching agreement. (Which is usually the point...)

After all, it's just as easy to end up in a spiral of Chinese whispers (no covid reference intended...) when communicating over WhatsApp or around the conference room table.

Does the message get through to everyone? Do they all understand it? Do they know how to act on the information received?

Unfortunately, communication isn't always the same as consensus. And in the heat of the daily battle, there is more than a little danger of different stakeholders acting in different ways because of a lack of uniform communication - and agreement.

(No - don't expect me to suggest that the magical blockchain could be the great pie in the sky ideal answer to this conundrum.)

But it does highlight a seldom-explored technical side of business communications.

When transactions are made or goods are transferred - or even when power is transferred from one stakeholder to another, the successful execution of these actions always depends on successful communication between the parties involved.

'What...you didn't receive the money grandma sent you for Christmas? It must have been a breakdown in communication between her bank and yours...'

At the end of the day, it's all about communication.

Not always so rosy

But lest we think the war is over and the battle is won - it's good to remember that there were some defeats on the covid communications front.

The latest 'scandal' involving British tourists in Switzerland for ski holiday illustrates the point well enough. While authorities may think their job is done when they make a rule and send out a press release - it actually takes a lot more to make sure the message reaches the right audience.

The principal actors/villains (depending on your point of view) in this case, claim they did not receive the necessary information in advance to know about quarantine rules.

Obviously, there was a failure in communications.

Where does this leave us for the future? The year 2020 will forever be remembered as the year of covid-19. Men and women around the globe have struggled valiantly against the pandemic and proven the resilience of human character in the face of overwhelming adversity.

2020 should also be remembered as the year when we realized (more than ever) the value of communication - and how essential it is to our very existence and well-being.