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. 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.

Smart marketers in every vertical know that sales must go on and the ground must be readied for growth. A host of new strategies are being used by companies to step out front of competitors and raise awareness, build relationships and create partnerships that will last far beyond the effects of the COVID-19 crisis.

All crises have something in common: At some point they’re over. But before they resolve they go through six distinct stages during which precise communications are needed to bring stakeholders through the journey.