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 not so good practices:
Good practices. Communication in the event of an emergency correctly
As a brand or individual with an audience you have to think about responsibility before opportunity. If it still works (or even turns around) your purpose, even better.
Transmit peace of mind
Sespecially to the people who may be affected by the measures that need to be taken. This message should not further alarm the audience, but rather 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 you to change the flight are just two examples of good practices offering solutions.
If you are going to share that your company is super cool for teleworking and that you have been preparing for 10 years… don’t do it. This is not the time to give yourself medals. Do this, be useful:
Make contact channels available to people who may 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 the Instagram caption, Facebook notes or Linkedin posts for this.
The information in this case is more important than the design
Giving it as soon as possible, if the absence of information could affect your clients’ nerves or plans, can be crucial. Highlight the publication of the usual content, if it goes unnoticed it may not reach 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 to the experts. We see dozens of lifestyle influencers giving tips and advice and, above all, spreading hoaxes among their communities. You totally got them wrong. It doesn’t touch you.
Choose the right person to sign the information
In the event 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.
Don’t forget to check if the content you planned to publish still makes sense taking into account the climate on 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 off during confinement. From TikTok to Houseparty, if your brand works in entertainment, don’t hesitate to look for new approaches on networks other than the general ones. Maybe it’s your time to capitalize on a new audience or appear more interesting to your audience by being where they are.
Bad practices or what not to do when communicating the Coronavirus.
But don’t miss your tone either.
Be careful with being opportunistic
This is not the time to announce your great product or service unless you have thought of something that will truly improve the situation. This is also not the time to advertise things in the wrong place. We have dedicated an episode of the podcast to this point.
Be careful with your advertising content
If you are an alcohol brand, there is no point in following your media plan as if nothing had happened. It is time to think about responsibility and that it is not the time to tell people to drink.
Take advantage to get medals
Say that your company is the best in teleworking or that you have been preparing for it 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 to reassure.
The 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 from you. On the day the entire country panics, buying a hashtag to seize the moment is NOT a good practice. He is opportunistic and unintelligent.
Believe that you are more important than the virus.
Without fans, football is less football, correct. But this is bigger than you and bigger than football. You don’t help 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.