Communicate in times of crisis… If not now, when?
In times of crisis, the first budgets to be affected are communications budgets.
Who would have bet that our TV channels would suffer from the crisis when audiences have never been as high as during lockdown?
Does that seem crazy to you? Not so much…
In reality, two views clash:
- On the one hand, there are those who believe that communicating in times of crisis is—or will appear to their customers or employees to be—… indecent.
As the short-term profitability of their campaigns or events is not obvious, the communications budget will become the post-COVID economic adjustment variable. - And those who believe we should ‘take advantage’ of this crisis to engage and communicate differently, and be closer to their customers.
Communicating in times of crisis means continuing to build your presence, showing that you are (still) here.
The post-COVID world will never be the same again. You must prove that you prepared for it, and that you were able to adapt and adapt your offering.
It also means working on your brand image and being able to align yourself with positive values, showing empathy and kindness.
Building a brand takes years. In times of crisis, creating meaning, building connections, and creating a purpose becomes much more straightforward.
It is an opportunity to embody the brand’s stated values and send the right signals.
Ultimately, the question is not “should we communicate?”… but “what should we communicate?”
Would you like a few ideas? KissTheBride has compiled many examples of statements from major brands on social media (read here)
SOURCES:
https://theconversation.com/covid-19-la-relation-client-le-grand-defi-des-marques-135827
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