Reputation to be earnt in the time of COVID19

The corporate heroes and villains of the COVID-19 pandemic have been swift to emerge BUT there’s still plenty of time for more, writes Kat Mitchell.

When we come though COVID-19 and the British consumer once more emerges from their homes, companies could see a real change to buying patterns and brand loyalty in part due to their behaviour during the crisis.

Those who have been seen to behave badly will no doubt see many of their previously loyal customers turn elsewhere. Whereas those who have publicly rallied around their staff and community will no doubt benefit.

Communications play a large role in this process.

Communicating the right way

COVID-19 has impacted every aspect of our lives, including our email inboxes which are full to the brim of “we are here for you” messages from every brand we have ever engaged with.

An email with a bunch of platitudes is all very well, but what we really want to know is what is your company doing to help?

From technology companies helping to support the sudden growth in remote working for no extra charge, to food and catering retailers focusing their skills on feeding the vulnerable, there is plenty being done that people would love to hear about.

Many of us are tired of the endless barrage of negativity. Positive stories of businesses making a difference in their community make for far more cheery reading and will stick in minds long after they are read.

So how do you get these messages across?

It can be a tight balance between sounding sanctimonious and making your customers aware of what you are doing to help.

Here are a few tips to get you started:

• Don’t panic and react too quickly. Make sure your communications are thought out from every angle and professionally edited. It may seem like a tiny spelling mistake or a single thoughtless word but it can have a big impact on your brand.
• Avoid platitudes. No-one wants to know a company they gave their email address to three years ago is “there for you”.
• Get to the point quickly. Some people may have more time to read content whilst working from home, but they are being bombarded with messages. Those of us with children now have less time than ever.
• Focus on the human side. Do your team have any great stories they can share about people going above and beyond? Focus on individuals and make sure your messages are empathetic rather than impersonal.
• Be sensitive when dealing with the media – journalists are facing the same personal and professional pressures we are all under. Courtesy and patience are too often forgotten.
• Use a communications professional – they can advise you and help hone your communications into the insightful positive stories people want to read.

Get your communications right now and you’ll be ready to hit the ground running when we return to some semblance of normality.