Communicating during Covid-19

Contributed by Jason Gallucci, Regional Managing Director at Ketchum TBWA

The modern world has not experienced a global pandemic for just over 100 years when Spanish Flu claimed over 50 million lives.

Suddenly (and somewhat terrifyingly) as a result of COVID-19 we have been plunged back into that scenario. Our lives have fundamentally changed and none of us have the experience of knowing how to behave whilst a new deadly virus rampages around the world.

Brands are also trying to figure out their comms strategy as we enter ‘lockdown.’ This is no easy task as it requires extreme sensitivity and a change to ALL comms strategy. Reputations can be improved or even destroyed by clumsy communication.

Here are a few suggestions for brands on how to adjust their messaging during the Covid-19 crisis.

Internal Comms takes priority

1)   People come first. Do whatever it takes to protect people and do it immediately. Staff – of every level – must be safe whatever the cost. Any brand that that is seen to be slow in responding due to fear of commercial impact will lose its reputation or worse.

2)   Leaders need to lead. The CEO should be very visible and be seen to be in control. Update staff weekly on the latest position and plan. Make regular personal calls to check in with people of all levels. Ensure you have a pulse check on how people are feeling and what issues are arising for them from home working. Remember staff will be feeling very insecure not just about their lives but also their jobs. Reassure regularly.

3)   Be clear, calm and concise in your communication. Most of all, be honest. Don’t give false promises to try to make everyone feel better. This is likely to be very bad and that is a fact. We all just have to hold tight through the storm. But it will pass.

4)   Be practical. If staff are to work from home, give people rules and tools for communication. Make sure your people still feel part of a team and not isolated. People need to talk – not just text. Video meetings should happen a lot. Two tools that enable easy home communication are Google Chat and Google Meet.

5)   Be personal and be supportive. A truly caring company will really build loyalty in tough times. This is not about ‘policy’ it is about being human. Provide staff with number to call if they are worried and want to talk. Will your company offer specific medical support? Will you offer family support if someone is affected or even bereaved? Communicate how you will help with any scenario.

6)   Can your people be part of fighting back? Brands that give back to society during this time will be highly valued by staff (more on that later).  If your company has a way to help fight the pandemic, it could be a powerful cause to rally your people behind.

All external comms must be re-evaluated

7)   Now is the time for EQ. Re-evaluate every campaign. Is it appropriate in the current climate? Look at your campaigns in the context of how people are feeling now and how everyone’s priorities have totally changed. Your previous campaign insights are probably redundant. Now is (obviously) not the time for comedy. Don’t try to make light of the situation – it is deadly serious. Don’t talk about other ‘problems’ that need solving as they will seem totally inconsequential now.

8)   Change your Message The world will need to dig deep and find a fighting spirit. Brands can help to foster that by focusing on what really matters in life. Sharing messages of empathy, family, unity and resilience will be well received. This is a time of global reflection.

9)   Do not try to benefit from this. Exploiting this situation will backfire quickly. Making branded masks is really not an opportunity! This is a time for elevated morality.

10) Brands that offer genuine support will win love. Could your brand really help society during this crisis? Can you support government health and safety messages with campaigns of your own? Could you go even further and offer community support that is relevant to your business? For example, could finance brands offer support to people who have lost their jobs as a result of Covid-19? Could hotel brands take care of tired doctors?

Now is a time for brands to put people above sales. Corporate communications should follow genuine corporate empathy.