The current crisis situation is confronting companies, SMEs and the self-employed with many challenges. Communication in a crisis is a key sticking point: What should I communicate at the moment? How do I reach my customers? And should I communicate anything at all? Here are our five tips on how to communicate properly during a crisis and even use it as an opportunity:
1st survival strategy: communicate now
The situation changes daily in times of crisis. The following applies here: never make the mistake of falling silent out of fear. After all, there is also uncertainty among customers that needs to be clarified. Clear and regular communication is extremely important, especially now. The first measure should be to take stock of the impact and to review and adapt the current messages and communication activities: Are the current advertising slogans still justifiable? Are your opening hours on the website, Google and co. still correct? Do you have to expect logistical delays or even closures? If you keep your customers up to date at all times, there is no room for speculation and at the same time the company remains present in their minds.
2. you'll never walk alone: strengthening trust
Continuous communication also strengthens customers' trust in the company. Because in these turbulent times, customers need a lot of empathy, compassion and understanding. Now is the time to offer solutions, be accommodating and perhaps even meet customers with a special offer. This creates additional customer contact points that can contribute to the company's profits. Help can be offered via a website, a delivery service or a hotline. Very important: customers must never be left alone. In times of physical distance, establish virtual proximity with small tokens of appreciation.
3. keep smiling: customers want to be entertained
Even if it is sometimes difficult, it is important to radiate optimism and remain positive. There is enough bad news. People want to have something to laugh about and be motivated. This is possible with the right communication, for example with new creative approaches in the social media strategy. The simplest form: Funny content in the form of tips from employees for working from home. And even better: create incentives now for the time after corona. For example, an offer can already be created now for the recurring desire to travel that can be redeemed after the crisis.
4. unlimited possibilities: Using digital forms of communication
It's a good thing we live in 2020. In this day and age, the conditions are ideal for a lockdown - almost everything can take place online. If you haven't dealt with digitalization and new forms of communication yet, you are now forced to do so. Live streams, webinars, podcasts, marketing cloud solutions - there are numerous options for virtual communication. Try something new! Ferris has already held two live webinars on communication in times of crisis and has already attracted the attention of new customers.
5 Success through creativity: be inspired by others
There are also good examples among our customers of how new opportunities can arise from the crisis. Hertz, Switzerland's largest car rental company, has launched a solidarity campaign to provide 1,000 vehicles at cost price to ensure the mobility of all helpers. Numerous media such as Travelnews reported on the solidarity campaign. Our customer TheCasualLounge responded to the rapid growth in female members on its platform with a 50% discount and attracted media attention. Let yourself be inspired by this and dare to follow suit!
With these five tips, you can not only master communication in a crisis with flying colors, but also get closer to your customers. And perhaps get to know them a little better.
More information and tips for the right communication in a crisis can be found in the live webinars with PR expert Ferris Bühler:
- Communicating in times of crisis March 2020
- Storytelling in times of crisis April 2020
- Communication after the shutdown May 2020