Like every crisis, the Corona crisis offers small and medium-sized companies special opportunities to significantly improve their external impact through consistent marketing. In this article you will find out what you as an entrepreneur should pay attention to and why communication advice from a professional communication agency remains the ideal solution, especially in exceptional situations.
1) Don’t frantically focus on the crisis
Many companies are currently making the mistake of coordinating all of their communication with the coronavirus, as if there were no other topics at all.
However, this trend quickly leads to fatigue in your target groups, as the corona crisis is also already in the foreground in media coverage. When choosing the content of your communication measures, you should therefore continue to rely on a healthy mix and only address the corona virus if there is actually a link that is directly related to your offers, products and core competencies.
2) Communicate with tact
Even supposedly clever or very well-intentioned approaches can quickly backfire if you do not approach the topic of Corona in your communication with the necessary sensitivity. In your public relations work consistently on empathy and attitude as well as on information and education. Under no circumstances should you play with people’s fears, for example by making bad jokes or using the virus to create sensational sales campaigns. In addition, avoid any impression of wanting to exploit the current crisis situation to increase the sales of your products or services. It is better to offer your customers real advantages in the form of concrete solutions.
3) Build your presence in the electronic media
The current situation is a great opportunity, especially for companies that are still in the start-up phase with regard to their community building. Because the number of users in social media is – not least due to the fact that many people work in the home office – higher than ever before.
Instruments such as electronic newsletters are also attracting increased attention at the moment. With tailor-made content across all interactive communication channels, you score particularly well with your target groups.
4) As a managing director, rely on your personal brand
As a managing director, you can do a lot for the reputation and perception of your company by using your personal presence, for example on social media, for this purpose. Because often you can reach even more people via your own network and your personal brand, than via the official company accounts.
5) Use communication counseling effectively
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professional communication consulting from a corresponding service provider are particularly important right now.
Because communication specialists know exactly what is important in order to pick up your target groups in a crisis exactly where it makes sense. In this way you avoid wastage, increase your visibility and can also concentrate better on your own core business.
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