The coronavirus pandemic brought the world to a standstill; businesses were not prepared. No one was, really. As we grapple with the reality of the uncertain times we are in, many brands have had to go back to the drawing board and re-strategize, especially around brand communication. Even with a well laid out crisis management plan, no business could have planned to the Ts for an unprecedented global pandemic.

Communication is now different. Even at a personal level, personal interactions are limited. Physical distancing has cut people off from accessing the warmth, affection, and the social support very much needed in these times.

With consumer needs and concerns changing, businesses have had to rethink their communication to the publics as well. For a start, brands now have to consider messaging that is more empathetic than geared towards making sales. This is a time to show care and concern, not just chase the bottom line. It is no longer business as usual.

A report by McKinsey details that brands that will lead in a caring, empathetic manner during these difficult times have the potential to create real connections that will outlive the social and economic impacts of the pandemic. For instance, companies now need to invest in systems that ensure uninterrupted customer support and service. Customers need to be able to engage with ease.

Communication should be timely and efficient. What the community around a brand are looking for now, is reliability. A good example is Safaricom; when the first case of Coronavirus was announced in March 2020, Safaricom announced that it would double internet speeds for its consumers at a time when many corporates urged their employees to work from home.

Equally important is to provide educative content to consumers, especially on how the business itself is taking measures to ensure customer safety. Popular social media platforms like Facebook have provided sections that specifically allow brands share Covid-19 related news with their communities.

The switch to digital was inevitable. Business unusual meant leveraging on the power of digital as a primary communication tool in these times. For businesses that were yet to establish social media presence, it would be prudent to step back and craft an digital strategy, seeing as digital is no longer the ‘new frontier’ but the ‘now frontier’.

As the pandemic unfolds, consumer communication needs will continue to evolve. With that, prudent businesses will re-strategize on the go, to ensure relevance and solid connections around the brand.

Communication in the wake of Covid-19 is consumer driven. Suffice to say, the pandemic might be with us for longer than we envision. The reality of this might bring panic to some brands, but for those that are keen on building sustainable communities in this digital era, maybe it should be just another day in the office.
The publics will have one question at the end of it all; Where were you when it was all happening?