When personal and commercial contact gets hampered, communication must adapt. But how? Let’s take a look on what to do – or not. Our focus is, as always, on b2b.
To communicate is to contribute. Tangible, relevant, concise, honest and clear information is an important contribution. Don’t take it away from us.
Facts please! Your plant in China reopens? We are delighted! Your plant in France will be closed? Good to know! Logistics is maintained? Perfect! Maintenance is assured? Thanks for the information!
Refrain from dull phraseology such as “during this unprecedented crisis we will be more than ever mobilized alongside our clients…”. We can’t take it anymore.
This crisis will not heal overnight. It is certainly imperative to cope with the most urgent. But it is important, against the backdrop of current crisis, to build a resilient communication for tomorrow.
Electrons don’t know confinement. Your website will be much solicited, replacing fairs and exhibitions for quite a while. Is it up to date? Revise it as soon as possible. If necessary, have an audit done. This is a top priority for your future.
Commercial relations do not tolerate emptiness. We need to set up and use new communication channels swiftly. Website content? Webinars? Mailings? Social media?
Crisis or not, don’t change your tone of voice. To be credible, your communication shall remain authentic and aligned with your brand platform.
War profiteers are unpopular. Don’t recklessly ride the wave of an apparent business opportunity in this time of crisis. Let us instead be generous in our actions and words.