A crisis communication program can help organisations see consumer concerns during pandemics and reaffirm brand values.
Businesses should rethink their communication approach during the COVID-19 outbreak to ensure their relevancy and build trust among consumers. Companies should create and implement a crisis management (CM) strategy that addresses the volatility, uncertainty, complexity, and ambiguity created by coronavirus.
This article states having a CM strategy can ease the psychological and behavioural tensions of target audiences and reinforce brand trust. Brands should tailor their CM messages for each phase of the pandemic and research target audiences to deliver the right messages at the right time.
Implementing an agile research method with cross-functional teams like communications, PR, marketing and research can create real-time strategies for the crisis. Building a CM program with effective communications can help brands gain consumer confidence.
[4 minute read]