We let the facts do the talking.

Effective communication in times of COVID-19

Part 2: Adapt your strategies

In the previous part, I gave some insights on the importance of communication during a crisis, especially as we are going through the COVID-19 outbreak.  In this part, I will share with you how to communicate effectively.

  1. Do not stop the news: The audience still wants and needs to hear about your brand, do not go MIA.
  2. Align your strategies: Keep your plans in line with what is going around and do not sing outside the flock.
  3. Be ready: Always stay ready to react quickly to any crises that might arise.
  4. Rephrase your content: make sure your content is drafted in an emotional way that resembles the current situation.
  5. Do not exploit the pandemic: refrain from capitalising on the virus to promote a product or service
  6. Be creative: creativity can stick in people’s mind after the pandemic is over, which gives you a competitive edge later

This was a glimpse of what I believe could be communicated and done during these trying times for companies and brands. We just hope that this pandemic taught all of us a lesson and made us believe that truly we shouldn’t take anything for granted.


Khaled Abu Hishme is Account Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |