Five considerations for communicating in changing times

Its hard to comprehend just how much has changed since the start of the year.

For most of us, life has altered beyond recognition – at least for the time being and maybe for much longer. And as people adapt to a new ‘normal’, brands and organisations must evolve how they communicate and interact with their audiences.

For some this might mean relatively minor tweaks and changes to their marketing communications plan. While for others it will involve ripping it up and starting again. Either way, it’s crucial that a review and sense-check is undertaken to ensure activity is fit for purpose. The risks of not doing this are significant, from appearing clumsy, out-of-touch and insensitive to looking opportunistic and unscrupulous.

With commercial pressures likely top-of-mind for most, brands and organisations want and need to stay visible, but for the right reasons. People are spending more time online and on social media, which presents an opportunity but it also means more eyes than ever are on how brands behave.

So, here are five things to consider when reviewing how to communicate in the current environment.

Show sensitivity and empathy: Lives are being disrupted in many ways. Some people are coping with the heartbreak of losing loved ones, some with a loss of income or job security. Conversely, others are relishing the change to their routine. It’s not one size fits all. So, it’s really important that communication feels sensitive to the landscape and the lens through which your customers might be looking. That’s not to say it must be all doom and gloom. It’s about listening and understanding how your audience feel and then communicating in a tone that acknowledges what is happening around them.

Help first, sell second: Now more than ever is a time when brands can really help their audiences, and stand out in the process. Many people are looking for advice and support to help them navigate their new way of life, be that balancing work and home schooling, or looking for ways to stay active when they can’t leave the house. So, if you haven’t already, ask yourself how your brand can be useful and helpful to your customers. And trust that the pay-off will follow in time.

Stay in your lane: It’s important that brands stay true to themselves and focused. It’s about understanding the role your brand plays in people’s lives and communicating in a way that feels relevant and appropriate to that position. It’s not about copying what others are doing or trying to hijack a conversation because you feel like you should. Stick to what you do and know, and lead by example.

Be authentic and relatable: To what extent a brand or organisation needs to communicate right now really depends on what they do. For some there is an onus on them to update and reassure customers regularly about product availability. For others it’s about communicating how they are doing their best to support people during challenging times. Whatever the focus of your communications, be open and genuine in the way you talk to your customers. Don’t fear lower production values when it comes to content, people will understand.

Act with integrity: Now is the time to stand tall and stay true to your brand and organisational beliefs. If you’ve always taken pride in championing your customer-centric approach, then what are you doing now to honour that? Communications should be shaped around the strategic priorities of the business and the guiding values and principles that underpin it.