Given the evolution of the Coronavirus (Covid-19), many brands are wondering what to do, and above all what not to do. We have compiled a series of good and not so good practices:
Good practices. Communication in an emergency correctly
Be responsible
as a brand or individual with an audience you have to think about responsibility before opportunity. If it still works (or even reverses) your purpose, even better.
https://www.instagram.com/p/B9ralT6qP6c/
transmit tranquility
Especially to the people who may be affected by the measures that need to be taken. This message should not further alarm the audience, if not resolve all the doubts that the situation may generate.
https://www.facebook.com/notes/room-mate-group/comunicado-oficial-de-prensa/689358288515112/
offers solutions
In case it is possible. Microsoft giving free access to Teams to all companies that need a communication solution for their team or Vueling allowing to change the flight are just two examples of good practices offering solutions.
If i were
If you are going to share that your company is so cool for teleworking and that you have been prepared for 10 years… don’t do it. This is not the time to wear medals. Do this, be useful:
Make contact channels available to people who may be affectedyes
Although you try to dispel all doubts, there may be users who need to contact you.
Don’t save on words
if that makes your message unclear. You can take advantage of the Instagram caption, Facebook notes or Linkedin posts for this.
The information in this case is more important than the design
Give it as soon as possible if the absence of information can affect the nerves or plans of your clients, it can be crucial. Highlight the publication of the usual content, if it goes unnoticed it might not reach the interested people.
Redirect to relevant authorities
Those who have first-hand information. Do not give information that does not concern you. Unless you are a doctor or an authority on the subject, leave it in the hands of the experts. We see dozens of lifestyle influencers giving tips and advice and, above all, spreading hoaxes among their communities. You totally misunderstood them. Don’t touch you.
Choose the right person to sign the information
In the face of an emergency like this or a crisis on social networks, these highly sensitive messages should be supported by the company’s main authorities, demonstrating the importance that is being given to them.
Do not forget to check if the content you had planned to publish still makes sense taking into account the climate of the networks.
Take advantage of new channels
And of course, we didn’t want to stop talking about all those new channels that are taking over during confinement. From TikTok to Houseparty, if your brand works in entertainment, don’t hesitate to look for new approaches in other networks than the general ones. Maybe it’s your time to capitalize on a new audience or to appear more interesting to your audience by being where they are.
Bad practices or what not to do communicating the Coronavirus.
no frivolity
But don’t miss your tone either.
Be careful not to be opportunistic
This is not the time to announce your great product or service unless you have thought of something that will really improve the situation. Now is not the time to post things in the wrong place either. We have dedicated an episode of the podcast to this point.
Be careful with your advertising content
If you’re an alcohol brand, there’s no point in just going along with your media plan. It is time to think about responsibility and that this is not the time to tell people to drink.
Take the opportunity to wear medals
Saying that your company is the best in teleworking or that you have been prepared for many years. Or, for example, the Madrid government did it a few days ago. It’s not about talking about how well you’re doing. Your role now is to inform your community of what to do and what not to do about this problem and reassure them.
clumsy grace
Creativity is always welcome, but this is not the time to hurt sensibilities. Keep in mind who you are as a brand and what your audience expects of you. On the day the whole country panics, buying a hashtag to seize the moment is NOT a good practice. He is opportunistic and not very intelligent.
Believing that you are more important than the virus.
Without fans, football is less football, correct. But this is bigger than you and football. You are not helping the world by communicating this. Your role should be to add to the responsibility, not go your own way. This post could also be in the previous category, clumsy grace.
