Many businesses will perish due to the financial impact of the coronavirus pandemic. This is very sad and there’s no two ways about it. However, no matter how bad things are for your business right now, there’s no excuse for communicating badly in a time of crisis. 

The good news is that a crisis is a great opportunity to improve your public relations.

1. Balance your coronavirus communication

Businesses are known for exaggerating positive news and downplaying negative news. In times of the coronavirus, this is not a good strategy. The market will trust and appreciate businesses who are providing balanced and accurate information in a timely manner.

2. Don’t strategically withhold any information

Building and maintaining customer trust is a long game. Even if you might see potential advantages in withholding certain information for release at a later date, there will come a day of reckoning when your conduct will be scrutinised and evaluated.

3. Communicate clear actions (and avoid jargon)

Many businesses are reciting messages already conveyed by the relevant authorities. Instead, your business must explain what actions has been taken and what actions that will be taken. In these circumstances, actions speaks the loudest.

4. Tone down aggressive sales pitches, please

Consider pausing your email automations and survey your running advertisements. Now is not the time for any hardcore sales pitches. Sales is the lifeblood of all commerce and should continue, but be mindful of your tonality.

5. Don’t capitalise on public unrest or shortages

The coronavirus (and the subsequent unrest) might open up specific business opportunities. Be careful in raising prices or preying upon irrational public behaviours. Whatever upside your business might stand to gain short-term, the long-term repercussions could be severe.

6. Explain your situation clearly and proactively

Due to the coronavirus outbreak, many businesses will be unable to maintain their regular service levels. Strive to never surprise your customers; always explain the situation and your taken actions well in advance and trust that your market will understand your situation.

7. Don’t play the hero, don’t play the victim

Avoid bragging about taking on extra corporate social responsibilities to support the community. And don’t cry for empathy due to how tough your financial situation might become. Just keep your market informed without asking them to feel anything extra for your business.

8. Prioritise communication externally and internally

Communicating less in a time of crisis is like removing any grease from the cog wheels that is your business. Instead, communicate more than your business usually does. It’s okay for your market and your employees to worry about the reality, but not over lack of information.

9. Avoid talking to people like children

Many businesses are seeing the coronavirus outbreak as an opportunity to embrace a fatherly role. However, the market is not stupid and you would be wise not to speak to them as if they were your children. Don’t tell them what to do; tell them what you’re doing.

10. Your website should provide all relevant answers

In times of great pressure, it might be impossible to offer just-in-time support on an individual level. However, if the market, the media, or your employees have questions regarding your business, all answers should be found on your website.

11. Consider postponing new product launches

The coming weeks will not be suitable for celebrating other news than medical advancements and stories of human collaboration in adversity. While there might be reasons to keep ahead of the competition, don’t expect the usual amount of launch exposure.

12. Use digital platforms for internal communications

There are no shortage of alternatives when it comes to internal communications using various digital platforms. This is a good time to explore how much of your daily business operations that can be run without physical interaction.


About the Author

This article was written by Jerry Silfwer is an awarded freelance consultant specialising in digital strategy and public relations. Based in Stockholm, Sweden. See more.

Recently Published

Key Takeaway: Airports often lead to unusual behavior, such as drunken brawls and flight diversions. The psychology of travel can influence this behavior, as the promise of vacation can shift our mindset into anticipation and liberation. The overwhelming noise, crowds, and constant hustle can overload our senses, leading to stress-induced irritability and unexpected outbursts. Airports […]
Key Takeaway: Over 8,500 shipwrecks from two devastating world wars pose a significant threat to marine ecosystems and coastal communities. These underwater time capsules contain up to 6 billion gallons of oil, munitions, toxic heavy metals, and chemical weapons. The degradation of these wrecks is accelerating due to rising ocean temperatures, increasing acidification, and more […]

Top Picks

Key Takeaway: South Korea’s cultural exports have surged to unprecedented heights, with the latest season of “Squid Game” solidifying its position as a global entertainment powerhouse. The “Korean Wave” or Hallyu, which includes TV series, movies, animation, and music, has generated approximately US$3.7 billion annually for South Korea through exports, consumer spending, and tourism. The […]
Key Takeaway: A study published in Nature Astronomy found a strong consensus among scientists that extraterrestrial life exists in the universe. The survey, which involved 521 astrobiologists and 534 non-astrobiologists, found that 86.6% agreed or strongly agreed that some form of extraterrestrial life exists. The study also found that 67.4% of astrobiologists and 58.2% of […]
Key Takeaway: Researchers are using genome-scale metabolic models (GEMs) to study the complexities of microbial life, offering innovative solutions to climate change and space challenges. GEMs simulate the vast network of metabolic pathways within living organisms, allowing scientists to test and predict microbial behavior across diverse environments. They provide a detailed framework for understanding organisms’ […]
Key Takeaway: The “Wirkin” bag, a $78 imitation of Hermès’ Birkin bag, has gained popularity on TikTok, attracting millions of users. The bag, a clever portmanteau of “Walmart” and “Birkin,” allows everyday consumers to partake in high-end fashion without the exorbitant cost. The trend reflects a broader shift in societal values, where symbols of wealth […]
Key Takeaway: In 2022, scientists achieved the “experiment of the century” at Lawrence Livermore National Laboratory, marking the first time a fusion reaction produced more energy than consumed. This achievement has attracted billions of dollars in private investment, particularly in the United States, to advance fusion technology. However, a myriad of engineering challenges remain before […]

Trending

I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.

Login

Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics