[Article] Communicating When You Don’t Know What To Say During COVID-19
As the COVID-19 crisis morphs into a sense that we are already living our “next normal,” brands are struggling with what to say next.
Should you continue ads with melancholic piano music showing images of people staring forlornly through their windows and say, “We’re in this together during these uncertain times,” as exemplified in Microsoft Sam’s “Every COVID-19 Commercial is Exactly the Same”? How many emails can you send with the subject line: “A COVID-19 update from the CEO”?
The goals for communication are to inform, educate, inspire action, and create relationships. And as Peter Drucker famously pointed out, the purpose of a business is to create a customer. You are not required to forego your primary purpose during a crisis, but you certainly need to redefine how you get there, understand that this is a time to build relationships, and redefine the outcomes you seek.
In a recent survey by Adobe Advertising Cloud, 90% of consumers still said they want to see ads as long as they’re relevant and useful. People who are employed full-time are still shopping. And communications platforms have reduced their rates from 5-25%. That means the field is wide open for relevant advertising right now at bargain prices. If you’re a brand that’s useful right now, 56% of people want to see it, even if they didn’t know your brand before.
Smart marketers need to evolve their messaging as the crisis moves through the Crisis Lifecycle of escalation, decrease, stabilization and cultural shift.
The following framework was created to provide guidance and inspiration for planning your crisis communications strategy by the founders of branding, marketing and crisis communications firm Outfront Solutions.
Communications Framework
Amplification: An early COVID-19 communications strategy was to amplify existing news messages. This is helpful as new information emerges, but you can already see a shift toward amplifying good news and courageous acts. What can you amplify that supports your brand, values and strategy?
Collaboration: Most of us see how we’re supporting each other while staying apart and feeling a sense of community. This creates the perfect environment to promote collaboration. Whether or not this creates a customer today, it’s a terrific way to build relationships and the ground ready for future growth. Who can you collaborate with and why? Perhaps you can build a solution together, or collaborate in social and build a larger base.
Educate: As your communications strive to alleviate stress and promote compliance with new operating procedures, the need to educate increases exponentially. What do people need to know about your business – how it works, why you’re in business, the impact you have in your community, the causes you support. And now is the time to consider how you’ll communicate as you bring people back to work. How will you ensure they comply, and what will you do about tensions that have already been building for months?
Influencing beliefs and behavior are core competencies for most marketers. What type of influence would you like to have on the world? On your customers? Employees? How can you influence your customers to participate with you on something, share something, or even help you define new beliefs and behaviors for the new age?
Inspire new ways of thinking, trust and loyalty by being honest, communicative, transparent and reliable. You can also inspire actions. The key to inspiration is the relationships you have with your stakeholders, and how you walk the talk. To truly be inspired means to trust and believe in the messenger. If you can inspire greater trust and loyalty now, it will last far beyond this crisis.
Inquire: All marketers seek to learn from their stakeholders. It’s even more important now. We’re seeing a lot of surveys now about products and services, but what about your stakeholder’s day-to-day reality? The best way to connect with someone is to show you’re listening and that you care. You’ll also do a better job of achieving your goals through communications.
Motivational messages seek to create an internal dynamic that inspires action. Governments try to motivate citizens to stay inside by appealing to their sense of community, for example. Do you need to find a way to motivate your stakeholders to take an action? Look at your mission and values for inspiration.
Reassurances can be made even in the face of a dynamic environment. Consider Papa John’s Pizza, who reassures people that they can safely order by demonstrating their “no contact” delivery and quality seal. How can you give comfort and reassurance to your stakeholders so that they can trust and buy from you now?
One very smart marketer, Steak-umm, defined a new communications role on social media that supports their brand and provides a public service. They donate to Feeding America and fight disinformation to avoid sensationalism and conspiracy theories. Based on the Communications Framework, they are amplifying, educating, influencing, inspiring and motivating all at the same time. A solid example of executing on this Communications Framework to support their stakeholders.
About the Authors:
With more than 25+ years each in marketing, sales and communications, Outfront Solutions founders Nicole DeMeo and Jeanine Moss have guided start-ups, non-profits and large enterprises through some of the most disruptive business, political, natural crises, and cultural shifts of our time. They invite you to reach out here to them to help guide you through what you're facing.
About Outfront Solutions
From startup to IPO or exit, Outfront Solutions works with leaders to adapt their brand, marketing, and business development to build a new future for a new world. Tailor-made for entrepreneurs, intrapreneurs and visionaries, we increase the power and marketability of your products and ideas and help open doors and close deals. We identify growth strategies that help you nail revenue goals, increase valuation, raise the next round, or find the path to exit.
We’re CMOs and business builders who help organizations steer a course through complex business events, cultural shifts, and crises. By clearly defining and articulating your brand, developing a go-to-market plan, and creating business development approaches that break through the noise, we build a foundation for success.
We’ve rolled up our sleeves to create and implement global growth strategies for companies like Andra Capital, Glispa, Peak Games and Organic. Hewlett Packard and Accenture have relied on us to build their internal messaging capability and create their messaging guides used by tens of thousands of employees worldwide.
Along with bespoke services tailored to your needs we provide:
· Brand strategy and Positioning
· Messaging
· Investment/valuation positioning
· Market research and consumer/business testing
· Personal/executive branding
· Go-to-Market plans and implementation
· Business development
· Crisis response & communications
To learn more about this project and inquire about technology and cannabis industry Branding, Messaging, Go-to-Market Plans, and Business Development contact: Nicole DeMeo at Nicole@outfront.solutions and (415) 533-2599