What Your Brand Needs to Know About Communicating During a Time of Uncertainty

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Written by Lisa Raffaele, Vice President

As we all start to settle into what appears to be a new normal, it’s important as a brand to know how, and what, you should be communicating. By now it’s clear this is not the time to sit back. Showing up and being present is more important than ever before.

Regardless of the industry you are in, you may have employees, customers, shareholders and suppliers expecting to hear from you. It’s important to be visible in this pandemic-stricken landscape.

Although it’s still unclear when we will get back to “a new normal,” it’s important to remember it is a matter of when, not if. You want to make sure your brand or business can make it to the post COVID-19 finish line and ultimately grow stronger.

Here are a few communications to dos to consider during this time of unprecedented uncertainty.

Don’t Cease Communications

It’s easy to want to bury your head in the sand and wait for the dust to settle, but in reality, your business won’t last if you do. This is the best time to start looking for new ways to stay relevant – brainstorm and adopt new thinking, enhance your skills, explore digital capabilities and more.

Look at your business strategy and adjust as necessary. Take this time to re-define your objectives and find the right forward-thinking strategy that will support and grow your business, while taking into account new customer behaviours that have risen from COVID-19’s impact.

Take this opportunity to research digital and social media trends, as well as journalists who write industry-related articles. They would welcome new topics to cover.

Don’t be afraid of communicating, but with that said, be sensitive with the communications you are putting out into the world. Re-examine your messaging and explore sensitive pitches that make sense in today’s climate. It’s important to let people know you’re still there. Make sure your employees know there is light at the end of the tunnel, as well as your customers.

  • Elect for messaging that inspires and educates instead of sells
  • Be sincere
  • Be prepared and ready to react/respond
  • Don’t go silent

It’s understandable some projects may need to be put on hold — but not your whole communications strategy. This is the time to show strong leadership. Your new communications strategy should have your trailblazers leading the conversation and showing why you can weather the storm.

And last, but definitely not least, if you can, look for ways to improve your online offerings and fine-tune your digital capabilities for future growth, share that news with the world!

It may not feel like it now, but this too shall pass. And, when it does, you should be ready to move forward.