Communication in times of the coronavirus - now more than ever

The coronavirus has society and the entire business world firmly in its grip. After many weeks of uncertainty, it is now clear that the virus will continue to affect our lives for some time to come. But in view of this unreal and previously unimaginable situation, it would be wrong to completely shut down and reduce communication to a minimum. Why is it particularly important to communicate now - and what do we need to bear in mind?

1st tip: Show empathy.

Put yourself in the shoes of the respective target group for all messages that you communicate now:

• How is what is said or written received by the recipient?
• What effect do you achieve with it?

Being empathetic and accepting the other person's fears and hopes is even more important in times of crisis than usual.

2nd tip: Keep the communication going.

In view of the crisis, you should not only act, but also report on it. Because creativity can only arise if others learn that you are also taking unusual measures to combat the crisis. After all, every single idea helps. In addition to the right tone of voice, pay attention to small nuances in the way you express yourself and to the timing of a communication measure - both in terms of external and internal communication.

3rd tip: Adapt your communication.

Of course, it is necessary to adapt the communicative measures to the current situation - but not head over heels, but carefully considered. Think about it,

• which messages and content are currently important and correct and
• which topics will come into focus once the crisis is over.

Align your communication accordingly and refrain from typical crisis communication. This does not mean that you should pretend that there are no problems. Feel free to call a spade a spade, but do so in a solution-oriented way and with positive wording. Report on the creative measures you are now implementing to overcome the current challenges. Engage in positive communication.

4th tip: Do not create an artificial link to the crisis.

Despite communicating as positively and forward-looking as possible, you should not use the current situation as a hook to simply place and promote your own topics. Do not try to construct an artificial link to the crisis. In the worst case scenario, you could be accused of capitalizing on the current situation. Instead, ask yourself the questions:

• What challenges and needs do your existing and potential customers currently have?
• Which services, products and communication measures can you now use to support your customers sensibly and effectively?

Be flexible and respond to the wishes of your customers and interested parties. This will establish you as a trustworthy and reputable partner who keeps a cool head even in times of crisis and maintains a clear perspective.

5th tip: Strengthen your own communication channels.

Now is the time to focus on your channels. Already due to numerous canceled trade fairs. You may also have time available again that was already planned. Use this and think strategically. Focus your communication more on your own channels. For example, intensify direct communication with your customers by

• send additional mailings,
• Publish podcast contributions,
• hold video conferences and
• Conduct webinars.

These communication measures can also serve as a substitute for face-to-face meetings or canceled trade fairs. It is also important not to neglect internal communication. Keep your employees up to date and accompany your workforce responsibly through the crisis. Above all, be present as a person. Personal relationships are particularly important now.

6th tip: Keep it simple.

Regardless of whether you are communicating with customers, interested parties, partners or other stakeholders - make sure that the content you disseminate is as comprehensible as possible. What you need now are concrete tips and assistance that can be implemented quickly, easily and at short notice. In addition to this very practical and useful content, the communication itself should also be kept simple and easy to understand.

7th tip: Look to the future.

Remember two weeks ago, when the world was a completely different place? At some point, this crisis will also be over and business life will return to normal. But will it be the same as before? Many are not so sure and believe that new standards will be established. Be prepared for some things to return to the way they were before the coronavirus crisis, but by no means everything. And that can be crucial: After the crisis, people are more likely to remember the companies that flew the flag even in difficult times - and not those that had pulled up all the communication drawbridges. The decisions you make today in terms of communication will influence how the market perceives you tomorrow, in the time after coronavirus.