Effective communication in times of COVID-19

The power of communication

Most people reading this blog have never experienced what the world is like during a pandemic as the last major one took place in 1918. The outbreak of COVID-19 placed unprecedented challenges on leaders in the political and business fields. With economies at a standstill, effective communication has never been more critical. Communication on a general note — social media and digital — was not present during the previous pandemic, which should make things more challenging now given the rumours that can be spread by almost everyone and at any time.

The public is seeking information that they can believe and trust. Therefore, it is essential for people to use credible sources to provide accurate updates, not misinformation, politically charged accusations or unsubstantiated theories that could harm many during crisis situations.

Companies around the world are implementing continuity plans designed to minimise business disruptions and prioritise the health and safety of their employees and other stakeholders. Today, it is definitely not ‘business as usual’ for most companies, and strategies should be created and rephrased continuously to adapt to the changes that the world is facing and to lend a helping hand in whatever possible way to those in need, be it the frontline workers, people that lost their jobs, needy families etc. These are the times that we can truly adopt the saying ‘through thick and thin’. PR and marketing companies also have a vital role to play.

Adapt your strategies

Here are ways you can 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 prepared to react quickly to any crises that might arise.
4. Rephrase your content: make sure your content is drafted in an emotional way that reflects 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 has 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. | www.cbpr.me