Given the evolution of the Coronavirus (Covid-19), many brands are wondering what to do, and especially what not to do. We have compiled a series of good and less good practices:
Good practices. Correct communication in an emergency
To be responsible
As a brand or individual with an audience, you need to think about responsibility before opportunity. If it still works (or even revolves around) your goal, even better.
Most importantly, people who are likely to be affected by the measures to be taken. This message should no longer alarm the public, if it does not resolve all the doubts that the situation may generate.
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 flights are just two examples of best practices offering solutions.
If you mean your business is cool for telecommuting and you’ve been prepared for 10 years… don’t. Now is not the time to hand yourself over medals. Do this, be useful:
Make contact channels available to those likely to be affecteds
Even if 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 Instagram caption, Facebook notes or Linkedin posts for this.
In this case, the information is more important than the design
Give it as soon as possible if the lack of information can affect your clients’ nerves or plans, it can be crucial. Highlight the publication of the usual content, if it goes unnoticed it will not be able to reach interested people.
Redirection to the competent authorities
Those who have the information first hand. Do not give out information that does not concern you. Unless you are a doctor or an authority on the matter, leave it to the experts. We see dozens of lifestyle influencers giving tips and advice and, above all, spread hoaxes among their communities. You are totally wrong. It is not up to you.
Choose the right person to sign the information
In an emergency situation like this or a social media crisisThese very sensitive messages must be supported by the main authorities of the company, demonstrating the importance accorded to them.
Don’t forget to check if the content you planned to post still makes sense given the network climate.
Take advantage of new channels
And of course, we didn’t want to stop talking about all these new channels taking over while on lockdown. Since TIC Tac a HouseIf your brand is in entertainment, don’t hesitate to look for new approaches in networks other than generalist networks. Maybe it’s time to capitalize on a new audience or sound more interesting to your audience where they are.
Bad practices or what not to do when communicating about the coronavirus.
But don’t miss your tone either.
Be careful being opportunistic
Now is not the time to advertise your great product or service unless you’ve thought of something that really makes it better. Now is not the time to post things on the wrong site. We have dedicated an episode of Podcast That much.
Be careful with your advertising content
If you are an alcohol brand, there is no point in following your media plan like nothing. Now is the time to think about responsibility and now is not the time to tell people to drink.
Take the opportunity to wear medals
Say your business is the best at telecommuting, or that you’ve been prepared for many years. Or for example, the government of Madrid did it a few days ago. It’s not about your performance. Your role now is to inform your community of what to do and what not to do about this problem and to reassure them.
Creativity is always welcome, but now is not the time to hurt sensitivities. Keep in mind who you are as a brand and what your audience expects from you. On a day when the whole country panics, buying a hashtag to catch the moment is NOT a good practice. He is opportunistic and not very intelligent.
Believe that you are more important than the virus.
Without supporters, football is less footballing, that’s right. But it’s bigger than you and football. You are not helping the world by communicating this. Your role should be to add to the responsibility, not to accompany you. This post could also be in the previous category, awkward thanks.