Communication strategies to adopt when a crisis translates to the ‘new normal’
The onset of 2020 saw the entire world get engulfed in one of the most threatening and unpredictable global health emergency crisis! And before we could make sense of anything, everything we knew or regarded as normal was altered and transformed in a whiff of a second.
For brands and businesses, it involved adapting to remote working models, adapting to disruptive supply chains, embracing frugality and becoming more agile in employing innovative solutions to their services and offerings!
However, most important aspect of dealing with a crisis such as this is managing the audience sentiment through these trying times! Understanding how critical and tricky it might get, we have chalked out a few important points that brands should consider while planning their communication contingency strategy.
Having a mitigation plan ready
In the face of a crisis, one of the foremost step is to be ready with a well-defined plan and a team of personnel from various domains in the organisation. The team must be agile in making decisions, communicating relevant information to the outside world. This will aid in immediate action of plans, acceleration of processes and help in keeping the audience well-informed about the brand’s progress and to initiate further steps…
Raising awareness and educating people (audience)
Brands have to be nimble in raising verified awareness related to the crisis and try to part information from the noise to the audience… This can be done by redefining the message or strategy, keeping in mind the buzzwords or the trending topics and spread the word as fast as possible. For example, the beginning of COVID-19 saw agile brands evolving their narrative around hygiene, social distancing, stay home stay safe through their products, services or brand collaborations.
Bringing everyone together for a movement
‘People’ play an integral part in communication and word-of-mouth. Amidst total chaos and perplexity, it is important for brands to bring in a ray of hope in the consumers mind. This can be done by pushing out content that revolves around inspiration, hope, and serving those in need, expressing adulation for their support et al. For example, during COVID-19, brands were focusing their communication around #IndiaFightsCorona; Thanking the heroes; #CoronaWarriors etc. This can also be done by roping in ambassadors such as celebrities or influencers which will further add some joy and positivity among the audience.
Showcasing the ‘new normal’ lifestyle
It is important for brands to showcase their new ways of operating in a unique manner, where the audience can connect with them.
- Creating visuals and content that incorporate new ways of life – For example, during COVID-19, there was a shift towards videos shot indoors.
- Depending on the level of crisis, brands will have to plan their content strategy and visuals thereby bringing their vision and mission to life through brand assets and properties.
- Marrying brand purpose with everyday communication – This will help brands stand out from their competitors.
The above strategies will help brands emerge out of any kind of crisis stronger than before.