Use the ‘Four Ps’ of empathy

Here’s how to use empathy as a superpower in your internal comms – especially if you have to deliver a difficult message.

Every internal communicator’s had that brief fly into their inbox.

The one we know, instinctively, will be difficult to land with employees.

When we need to communicate news that’s likely to affect someone’s job and livelihood, it’s natural to feel empathy for our audience.

It’s why we’re good at our job – and it matters to our success.

A recent study from EY showed how mutual empathy between leaders and employees impacts everything from creativity to innovation and revenue.

But showing it with sincerity – via mass communication – is a real skill.

When we’re communicating important, emotive topics, every aspect will be rightly scrutinised. The format, the timing, the wardrobe, how people act on camera.

Empathising en masse needs a 360 degree view.

Here’s what you must consider if you want to put people and their concerns at the heart of a difficult message…the Four Ps.

Never rush. Take time to plan a response, weigh up your channels, execute it properly and test it with people. This will avoid most of the common pitfalls of an insensitive announcement.

Does this need to be an email? Could a short video land the message with more nuance? And rather than a scripted head-and-shoulder shot, could it be an unscripted interview? Our own research at Goldbug shows that people respond better to content delivered by their peers. So could this be an interview led by a trusted colleague?

Consult with colleagues about the topic and include some of their questions or concerns upfront. What help is available if someone struggles with the message? Acknowledge that this might be harder for some people than others, and follow up with those groups.

Find out what else is going on/going out before or after your comms. Try asking for some clear water in your channels. Not reading the room and putting a difficult message out in isolation is one of the most common pain points.

As IC professionals, empathy is our superpower. You’re an employee too. Listen to your gut and what it’s telling you when you watch or read the message. If it’s even slightly off, pause and reset.

Get in touch if you’d like to discuss how to harness your empathy skills, or let us know if you have more tips to add…