The spread of COVID-19 has sharply confused many of us. It left businesses no time to adapt gradually, causing immediate and ongoing damage. Until now, individual companies or sectors might have faced crises alone—but this time, the consequences of COVID-19 affect almost everyone.
At times like this, crisis communication is crucial for businesses aiming to protect their operations and ensure business continuity. This applies to both external and internal communication plans. After all, effective communication starts from the inside out.
How to Structure Your Effective Crisis Communication
When it comes to company communications, having a clear internal communication plan is more critical than ever.
The first step is to identify the channels through which you will reach your employees—whether via emails, posters, blog posts, or videos.
Here are some essential principles to follow:
- Be honest.
- Be concise and understandable in your messages.
- State the facts.
- Share the measures you’re taking to keep employees safe.
- Clearly outline how COVID-19 will impact your organization. Businesses not only need to adapt to working remotely but also prepare for effects on operations, supply chains, and revenue.
Regular and transparent communication with your employees helps reduce fear, while showing flexibility and empathy.
If you’re facing the difficult decision of releasing people due to reduced workload or changes in business direction, build a comprehensive release strategy. For best results, consult an expert. We recommend Olga Mineva, with whom we’ve worked for years, and together we’ve developed an emergency package to help small and medium-sized businesses navigate crises and rebuild their processes.
Adapting Your External Communication and Digital Marketing During Crisis
The dynamic environment we’re facing demands changes in existing external communication strategies. Given the magnitude of the COVID-19 crisis, companies must prepare both for current challenges and the life and business landscape that follows.
For some businesses, this might mean launching new products or seeking new suppliers. However, digital transformation will be a priority for all.
The speed of change means new trends are arriving faster than ever—transformations we once planned for the future are happening today.
Why Digital Transformation Starts With Digital IQ Assessment
Before any digital transformation, businesses should assess their current assets and level of preparedness. At Newtrend, we call this essential phase a Digital IQ Assessment. It sits at the heart of our crisis marketing packages.
A Digital IQ Assessment includes a full audit and analysis of:
- Your communication strategy
- Brand management practices
- Product portfolio and lifecycle
- Sales strategy
- Tools and platforms currently in use
This assessment also evaluates your brand’s value proposition and the added value you deliver to customers.
Based on this data, we develop a tailored solution and strategy covering at least the next three months, driving digital marketing during crisis and transforming your business and sales processes.
Key Steps for Business Continuity During Crisis
Once you’ve assessed the damage and developed a strategy, the next steps become clear:
- Aligning communication messages with the evolving crisis
- Adjusting advertising campaigns and channels
In the past weeks, there’s been a notable increase in TV and online media consumption. Real-time television viewing has risen by 13%, while online shopping has grown by 10%. Maintaining outdoor advertising makes little sense when audiences are staying home and focusing on TV and social media.
Simultaneously, online consumer attention is higher than ever. Right now, potential customers are searching for solutions, critical information, and even a “survival recipe,” whereas two months ago, social media was mainly a space for entertainment.
Shifting Consumer Behavior and Digital Marketing Opportunities
Consumer habits and priorities are shifting quickly:
- There’s been a 47% increase in interest in boosting immunity through vitamins and supplements.
- Remote work and virtual training have driven growth in the sales of computer and office equipment.
- The popularity of online conferencing has spurred demand for communication platforms.
Ideas to Improve Your Digital Marketing During Crisis
Consider these practical steps to enhance your digital marketing during crisis:
- Invest in advertising on Facebook, Google Ads, Viber, and LinkedIn. If managing these channels feels overwhelming, hire professionals for consistent, effective communication.
- Seek partnerships or bundled services with online grocery stores, pharmacies, or hardware retailers.
- Communicate clearly and directly. Offer rapid solutions and, where possible, promotional pricing—many people face financial uncertainty or reduced incomes.
- Remember that crisis moments are powerful opportunities for crisis communication and building long-term relationships. Focus on sharing valuable information and consider whether any of your products or services could genuinely help customers right now. This is the perfect time to publish relevant, value-added content on social media, where 28% of people are now spending more time.
In difficult times, return to your core company values. These values are crucial for maintaining trust with clients and partners and might also hold the key to overcoming the crisis.
The Future Belongs to the Adaptive
Without a doubt, this crisis is a test for everyone. Companies that embrace adaptation, speed, and creativity won’t just survive—they’ll emerge stronger and build on their successes.