ter for employees and customers, and then move on to
a niche message for your target audience. Think about
how you can help people in crisis: “Microsoft” and
“Google”, for example, have provided free access to
conference tools to facilitate remote work, while some
airlines have agreed to waive the fees for flight informa-
tion exchange and cancellation.
8. Choose partnership
5. Share achievements
Despite the stress, understand that the crisis will not last
forever, thus keep reminding your customers and part-
ners about it. During this time, it is important to continue
sharing company achievements and success stories. In-
spire people and help them understand that this phase
is temporary. Of course, achievements need to be com-
municated in a sensitive manner when many other com-
panies are experiencing difficulties. This requires empa-
thy and diplomacy at every step.
6. Find the right strategy for
your business
Global crisis does not mean your customers are no lon-
ger interested in your business. For example, trade giant
“Alibaba” claims that the number of online shoppers has
increased by 2.5 times compared to February last year.
Consumer habits are about to change, thus keep that
in mind when choosing your further strategy. Business
communication will also undoubtedly change - unique,
value-creating content is going to be even more impor-
tant than ever.
7. Work with the right
professionals
Choose those communication professionals who have
the best knowledge about your niche. In the time of cri-
sis, avoid spending money on general news - focus on
specialized publications. Start with an internal newslet-
48 | BSM MAGAZINE | APRIL 2020
In a crisis, finding the right partners is more important
than ever, especially if you are a small business. Instead
of choosing competition, look for partnerships - help
each other, share resources and ideas, and this may get
you out of hard times even faster. One great example
of open collaboration is the cryptocurrency company
“Coinbase” - it has openly shared its internal commu-
nication plan with the world, including daily tips for em-
ployees and answers to everyone’s concerns, from the
latest news about the virus to general advice about pet
care during quarantine, etc.
9. Prepare external
communication plan - think of
existing and potential audiences
In the global context, all businesses face the same situ-
ation - only an attitude and preparation will differ. Now is
a great time to build a communication plan that will help
to address different audiences. If your business is not
localized, this is a great opportunity to look for partners
in wider and unexplored markets. It is worth considering
communication abroad as well - perhaps your business
solutions could address some specific consequences of
a pandemic. For example, fintech companies can help
create new solutions for remote billing, translation agen-
cies could employ more freelancers who now can only
work from home, and so on.
10. Contribute to community
There probably are people around you who need help -
take a chance to find ways to contribute safely. Perhaps
you can provide food aid to those who have returned
from abroad and are in compulsory two-week self-iso-
lation, or assist elderly people struggling to get the es-
sentials - there are many safe opportunities to contrib-
ute to the community. Do good deeds and communicate
about them, and it will encourage others to join in as
much as they can.