How you handle ‘COVID-19 Comms Phase Three’ will Determine your Company’s Success

With COVID-19 constantly ravaging the world and disrupting how business works, business communication has also changed.

When the pandemic started, the initial and immediate response entailed companies and industry bodies outlining their closure and cancellation details to customers. That was COVID-19 Comms Phase One.

As things continued to get worse, countries started to issue travel restrictions and lockdowns while businesses had to adapt; closing offices and adopt remote-working policies, improving customer accessibility, and supporting employees. This was COVID-19 Comms Phase Two.

Today, we are fully into COVID-19 Comms Phase Three – the re-entry and recovery phase with companies adapting to the new normal. It is a time for brands to engage and strengthen overall connections with their stakeholders.

At this stage, companies need to focus more on providing clarity around how they are adapting their products and services to meet customers’ needs. For leaders, it is about enhancing communications so that all stakeholders are well informed on what your company doing to meet their changing needs.

A recent study shows that more than 67% general public saying they will start buying products from organizations that keep them updated on what they’re doing to keep them safe amidst the pandemic. Additionally, the study shows that 56% of consumers have already decided to stop buying from a company that has handled the COVID-19 crisis badly, and a quarter of the latter (25%) say they have already convinced someone else to stop using a company’s products altogether based on poor handling of the crisis.

In COVID-19 Comms Phase Three, how you handle your communications will determine your business success. It will also determine which business category you’ll continue to be in; “survivors” (struggling to stay in business), “adapters” (having to change your business model radically), or a “thriver” (well-positioned because of extra demand or because they were already working remotely). Regardless of where you are, this comms phase provides an opportunity for you to build successful communications efforts or to repair the damage that has already been done while positioning yourself to thrive.

However, while the communications focus areas are clear across the board, business leaders need to pay more attention and focus on their specific industries in order to get things right. If you are in the airline, travel or hospitality industry, for example, clients want to know the changes you have made in your service offering to meet their changing needs. They want to know what you’re doing in order to guarantee their safety while at the same time provide the comfort they need.

In enhancing your communication with your stakeholders and ensure business continuity during these hard times, I suggest you ask yourself the following questions; what messaging should my communications focus on in this phase? What are the most critical topics do my stakeholders want to hear? What industry-specific concerns do my clients want to be addressed? And lastly, how can my company win public support and improve their reputations for current and future gains?