Communicating with consumers through social media channels lets brands effectively manage crises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2020, 1:51 AM UTC

Planning crisis scenarios is useful in preparing for potential consequences during a crisis.

With companies focusing on crisis communications amid the pandemic, the silos between internal and external communications have been eliminated. This article suggests steps brands could follow and integrate them into their campaigns to strengthen communication amid crises in 2021.

Brands must communicate with audiences through channels used by them, particularly social and direct, as B2B and B2C shifts towards P2P (person to person). Companies must be direct and transparent in their communication as consumers expect purpose and transparency from brands.

Listening to the context of feedback and complaints, letting consumers share experiences and assuring them they’ve been heard can help brands navigate crises. Companies must remain agile, authentic and empathetic in their communication to build trust among consumers.

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