It’s easy for any brand to send out a blanketed email talking about a crisis or trend. As the recipient of hundreds of brand emails and social messages, there’s been a clear distinction of those “getting it right” and those severely lacking in empathy and even others altogether tone deaf.
The key attributes to brand social and digital messaging during times of crisis, like COVID-19 include the most basic of components:
- Acknowledge how they will compensate employees and/or provide benefits (show your care and take care of your employees)
- Special benefits & resources for customers (here’s how brands will help those who drive the bottom line)
- Important health & safety info (reinforce key messaging in alignment with pandemic protocols)
Blanket, corporate-speak messaging do not resonate.
