You cannot really communicate often enough during tough times.

Listen to the ‘stories’ that people construct around your messages - never laugh them off.  It is incredible what people will believe.

Always use simple language

People don’t ask if they don’t understand things, and will act on what they think you mean. It's good to remember that people don’t know what they don’t know:

• Energy is expended by second guessing. Keep productivity high by giving as much information as you can to all your stakeholders – it will stop them spending time looking for hidden sub-texts. Remember chat around the coffee machine is dangerous.

• Be honest and use words that are strong and positive without being emotive; don’t use management speak.

• Keep control of communication yourself – don’t delegate to your PR people but use their expertise to support you. 

• In a crisis people look to their leaders who need to be much more visible.

Make sure that the messages given are consistent across the board

• The most controllable medium is face-to-face as you can personally gauge the reaction, but not feasible in every case.

• Where possible deliver the news initially face-to-face then back-up with more efficient media e.g. e-mail.

• Don’t produce a glossy brochure or video to explain you’re cutting costs. It’s the ultimate mixed message.