#52. Alicia Reiniets, ex Australia Post

In this episode of the Your Digital Reputation podcast, host Roger Christie welcomes Alicia Reiniets, former client at Australia Post, to discuss the challenges faced during the early days of the COVID-19 pandemic. Roger reflects on leading a team of social media consultants as they tackled a critical brand reputation and customer service crisis for Australia Post when the world shifted online. With operations under immense strain and an anxious customer base voicing frustrations on social media, Alicia shares insights into how the team navigated heightened media scrutiny and reinvented the brand during these unprecedented times. Tune in for key moments and strategies that shaped their approach to managing digital reputation in a crisis.

Navigating Crisis Communication During COVID-19: Lessons from Australia Post

In early 2020, as the world grappled with the onset of the COVID-19 pandemic, Australia Post found itself at the epicenter of a significant crisis. With the surge in online shopping and the challenges posed by lockdowns, the organisation faced unprecedented demands on its delivery services. This situation required not only operational adjustments but also a strategic approach to crisis communication, particularly through social media.

The Context of the Crisis

Alicia Reiniets, the head of brand media and social at Australia Post, described the chaotic environment that unfolded. The organisation was already dealing with the aftermath of devastating bushfires when the pandemic hit. Suddenly, the demand for parcel deliveries skyrocketed, with e-commerce growth reaching an astonishing 80% in March 2020. This surge was compounded by operational challenges, including social distancing measures, international shipping restrictions, and a rapidly changing regulatory landscape.

The Role of Social Media

During this tumultuous period, social media became a critical platform for customer interaction. However, it also turned into a "venting point" for frustrated customers who could not get through via traditional customer service channels. Alicia noted that the volume of social media inquiries surged to an average of 8,000 per week, a stark increase from the typical 1,500 inquiries. This overwhelming volume created a perfect storm of customer dissatisfaction and operational strain.

Shifting Strategies

Recognising the challenges, Alicia and her team made the strategic decision to pivot their communication approach. They turned off regular content publishing on social media, focusing instead on addressing customer inquiries and managing expectations. They utilised other channels, such as PR and paid media, to communicate essential messages. The team emphasised empathy in their messaging, opting for phrases like "Thank you for your patience" rather than "We're sorry," to foster a sense of community and understanding.

The Kindness Pandemic

As the situation evolved, Alicia's team discovered that positive content could drive positive sentiment. They tapped into the "kindness pandemic," a movement that encouraged people to show appreciation for essential workers, including postal staff. By sharing stories and images of gratitude from the community, they were able to shift the narrative from frustration to appreciation. This not only helped to alleviate some of the negativity online but also fostered a sense of connection among customers and staff.

Key Takeaways for Crisis Communication

1. Measure and Monitor: Understanding the volume of inquiries and response times is crucial. This data can help identify when to scale up resources and adjust strategies.

2. Empathy is Essential: Communicating with empathy can significantly impact customer sentiment. Acknowledging the challenges faced by both customers and staff fosters goodwill.

3. Leverage Community Support: Encouraging the community to share positive stories can help shift the tone of conversations online. This grassroots support can be invaluable during a crisis.

4. Adaptability is Key: Being flexible in communication strategies and willing to pivot when necessary is vital in a rapidly changing environment.

5. Prioritise Team Well-being: Supporting staff through challenging times is essential. Leaders should focus on creating a positive work environment, even amidst chaos.

The experience of Australia Post during the COVID-19 pandemic serves as a powerful case study in crisis communication. By prioritising empathy, leveraging community support, and maintaining a focus on team well-being, organizations can navigate even the most challenging circumstances. As Alicia Reiniets aptly noted, resilience is built on purpose and connection, reminding us that humanising our approach can lead to more effective communication and stronger relationships with our audiences.