The world is entering into unprecedented times, as we experience the global pandemic, the entire world is in a lockdown mode. The countries have shut their borders, physical connect is considered dangerous and social distancing has become a daily norm to stay safe.
Did we ever think we would be here less than a few months into a new decade, which had promised so much? The degree of impact is so overwhelming because it’s for the first time we are fighting something of this scale. The current situation demands a serious thought about the future priorities and the way we conduct in every area of our life.
Every crisis is unique and therefore requires a tailored response. Many big and small organizations are taking stock of the current situation and trimming their budgets across all lines of business. The organizations have, so far, not envisaged a scenario where multiple countries and continents might be handicapped by an epidemic.
The organizations are now looking at new and sturdy ways to accelerate growth and innovation.
Thus, It is imperative to prioritize and revisit the PR and Communications goals, which can match-up to the ‘new normal’.
During these times, Digital technologies like, virtualization has played a prominent role in enabling employees to work remotely from home, and businesses to maintain connection with their customers.
Having said that, we cannot ignore the implications the global lockdown is having on the economy. Here are a few things the Communications and PR industry can do for their clients across the globe to keep them afloat.
Get your stakeholders involved immediately: Involving your stakeholders right away will not only build trust but also reassure their confidence in you and your company. Talking to your stakeholders involved with Communication and Decision-making will also help garner their collective viewpoints, which can pivot your new strategy and make the next steps easier.
Re-define Objectives and Strategy and Re-evaluate your plans: The lockdown has changed the way organizations/ companies, are approaching businesses across geographies irrespective of their scale. Perhaps the PR and Communication plan you must have laid out months before is now defunct. Things are changing all the time and you need to make sure you’re adapting in all areas of Mar-com. Thus, It is important to think strategically about opportunities that can make a difference, and align PR and communications objectives to it. My sense is that post Covid-19; A phased PR and Communications plan, which includes a robust content strategy will be a good idea.
Showcase strong leadership while being Empathetic: You need to show this now more than ever. The prolonged lockdown of businesses will hurt the employees and the consumers, as there could be skill erosion, and consumer behavior changes. Ensuring clarity, empathy, and strength via all communications during this time will help inspire confidence in employees and re-assure customers/clients. Handling this correctly is vital. This is where brand trust can be won and lost in an instant.
Don’t go quiet: Even as your business has been impacted, keep talking to your employees and customers. The Government directives are constantly changing, and it is your duty to reassure people that you’re complying with them and will keep them updated as things develop. It is a pressing priority and I can’t emphasize more, how much it is important to keep talking and listening to your audience and customer base.
Build a robust content strategy: A content-led approach is a great strategy for Mar-com right now. For e.g. you can design a weekly newsletter for your stakeholders. Design inspiring posters to keep employees motivated; share some practical tips on overcoming from the aftermaths of the lockdown. Perhaps you can also create some guidelines, which are essential and easy to follow for employees once they are back at work. You can use different methods like A/V, graphics, animations, etc., to communicate with your audience. Whatever tactics you use, just remember – This isn’t a time for business jargon or promoting your business, but it’s a period to show you care. So be creative but in a benevolent and an authentic way.
Review and analysis: This is indispensable as it is the only way to ensure what you’re doing is working in the right way. Pay attention to the metrics both qualitative and quantitative. Listen to what your audience (stakeholders) has to say, bearing in mind that it’s all humanization of every activity right now for the simple reason that this is a humanitarian crisis first and economic crisis second. Looking at the response and feedback from stakeholders will make it certain whether your approach is working fine or it requires some bit of tweaking so that you stay on track.
Last but not the least, the most important thing right now is that we all stay safe as individuals, and do our part to help curb COVID-19. Not to forget, that it is also a time to give back to the society. We all need to help each other to get through this. Both as an individual and business do your bit in whatever way possible ensuring it is within the legal guidelines.
Stay Safe and Stay strong!
