3 Strategies for Effective Communication During Challenging Times
Andréa Thornton
Founder, Prolific Public Relations
How do you move your business forward while staying mindful of a crisis? These 3 strategies will provide value to your audience and show them you care.
Ok time to take a deep breath, because very few businesses (if any) are currently operating as usual. There’s no telling when we’ll get back to anything approaching “normal, “and we just don’t know whether that’s the old normal or the “new normal” everyone is talking about but can’t quite define. Let’s face it, no matter the situation or circumstance, If your business is open, even in a diminished capacity, it’s important to stay connected to clients and customers.
1.Keep your clients and customers informed.
All businesses should be letting customers know what to expect, take time to update your website, social media channels, and even google my business listing if you are a brick and mortar operation.
It’s essential to keep it updated as circumstances regarding closures and availability seem to change almost daily due to the pandemic. This is especially important if you are operating on a reduced schedule to make sure customers can find you.
Be creative with your website informing consumers about any updates to your products or services. If you have a list send special offers via email. Whether you’re a restaurant or a retailer or you’re a service provider, If you have products available for sale, you need to let customers know what you have and how to get them. This also an optimal time to add value by teaching your customers and clients something new via webcasts, podcasts, webinars, e-courses, eBooks, or white papers.
2. Reassure your customers.
This may not sound like a typical marketing idea, but if your customers don’t feel comfortable doing business with you, no marketing idea, no matter how grand, will be effective. Consider creative ways of sharing a COVID-19 update and info about how you are navigating the waters of racial tensions in your business. Be personal. Not sure what your customers want? Ask them or send an email asking, “how can we help you?” And ask them to reply with what they need. This also serves, free market research.
3. Take community action.
Surveys have shown that consumers prefer to do business with companies that are active in their communities, socially conscious, and give back. In fact, 74% of consumers expect brands to take a stand on important issues. By aligning with your audience’s values, they’ll become advocates of your business and recommend your products to family and friends.
Brands with purpose also see a boost internally — a study in 2018 found that thriving employees are 3x more likely to work for a company with a strong sense of purpose.
PRO TIP - Some ideas to you can adopt:
Set up a relief fund for those affected by the crisis.
Create educational content that will help your audience navigate or understand the crisis.
Discount your product or service.
Use your product or service to help people suffering from the crisis.
Ok time for another deep breath. Granted, things are very uncertain right now, however, there are still plenty of ways you can reach out to customers. I hope these tips will inspire you to keep the lines of communication open during times of crisis.
Watch the video below for even more insights and ideas on how to guide your company through this difficult time in the best way possible.
If you want to learn more about communicating and marketing during times of uncertainty, download Andrea’s 5 Pro Tips to Pivot Your Business During a Crisis and Win. This simple, 5-part framework will provide clear steps for business success during difficult times.
Andréa Thornton is a PR expert and founder and CEO of Prolific Public Relations (PPR), a boutique branding, marketing, and PR agency that curates powerful brand concepts that help businesses achieve their goals and increase revenue.
Andréa and her team have extensive experience in developing strategic branding and marketing communications programs that help companies build, leverage, and maximize the value of their brands and gain trust with those that matter to their business.
PPR develops strategies for companies across multiple service industries including professional services, consumer products and services, Technology, healthcare, entertainment, and non-profit organizations. Andréa also specializes in CSR Program marketing and multicultural and African American markets.
Join Andréa at www.prolificpr.co for her blog series Building A Better Brand: An Insider’s Look on what it takes to turn an ordinary business into an iconic brand for exclusive news, insight, and tips.
Got any pressing questions about PR strategy or need guidance and a sounding board? Andréa is here to help. Email your questions to info@prolificpr.co and Andrea will expertly address your questions in PPR’s segment, Pro Tips For Success!
