Communicators should have pre-defined communication goals to successfully steer through the crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 10:54 AM UTC

The unpredictable market has made it important for businesses to make strategic communication plans.

PR professionals should clearly set their goals for communication efforts and have a pre-determined plan to measure progress in the new normal. With employees being stressed out due to the crisis, organisations should prepare managers and team leaders to effectively connect and support their employees.

Businesses can leverage videos to help leaders communicate with their employees and customers, while working from home. But, business leaders should avoid sugar-coating their words and be honest and empathetic with their employees, customers and stakeholders in order to build trust.

Leveraging effective reporting and creating human-interest stories can further help companies further the bond with their employees, customer and communities. But, businesses should also have a crisis plan in place to prepare themselves for future uncertainties.

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