![\"Use](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/AdjustMessagingCrisis.png\")
<\/p>\nWe\u2019ve all been there; you\u2019ve researched, planned, predicted, created and implemented a content plan so brilliant and robust that it\u2019s sure to dazzle even the toughest crowd. Your launch day finally arrives and you roll out your brilliant content. Just as anticipated, the crowds go wild and can\u2019t wait for more! You\u2019re a huge success and can\u2019t wait to rest on your laurels.<\/p>\n
In fact, every element of your content plan worked out exactly the way you hoped it would\u2026 until a crisis hits. Now you have to scrap all your initial plans, start all over again and figure out what happens next.<\/p>\n
While most of us have had that moment where we go from amazing to deflated in no time flat, it\u2019s a safe bet to say none of us have had to shift things completely due to an international pandemic before. And suddenly we\u2019re all in a state of limbo trying to figure out how to keep our businesses afloat while continuing to produce content worthy of this brave new world.<\/p>\n
<\/p>\n
If it\u2019s possible to glean a lesson in all of this uncertainty, it\u2019s this \u2014 you\u2019re not the only one having to shift everything and start from scratch. And similar to the dawn of the internet before big-budget businesses joined the scrum, that means that we\u2019re all in the same boat and have to learn to navigate this new landscape.<\/p>\n
And, just like you, even the most established and well-funded businesses will have to redirect messaging\/content\/campaigns due to impacts of the coronavirus. Some campaigns might be halted, others might be overhauled, while entirely new content campaigns likely will need to be created to address the evolving situation.<\/p>\n
Some of the most iconic brands have acknowledged the changed state of the world right now by supporting messaging of staying home and self-isolating. They also managed to add a gentle bit of humor to their immediately updated logos. Adweek reported<\/a> that Chiquita and Coke created a soft approach using their brands to encourage staying home to curb the spread of the coronavirus.<\/p>\n If you\u2019re too impatient to wait it out and feel that you have to make a statement or change your content plan immediately, here are a few immediate ideas.<\/p>\n It\u2019s okay to come across as unsure. What\u2019s not okay is to drop the ball entirely. If you haven\u2019t created the perfect content package, that\u2019s fine. Just figure out how to speak from the heart and let your clients, readers and partners know what\u2019s going on.<\/p>\n If your sister company or partner agency is brilliant with graphics, while your team is still finding your way, now is the time to consider joining in a shared approach. It\u2019s fine if it\u2019s a little sloppy or doesn\u2019t represent your shared vision fully either. Who knows? Maybe next year at this time you\u2019ll both be sharing a timeline of how your companies came together in a time of crisis.<\/p>\n One of the biggest things you might be able to do for your clients or advertisers is to simply be there listening. \u201cWe want our customers to know our phone lines are open and we\u2019re here for them beyond technical support,\u201d shared Steve Bujouves<\/strong>, VP Support at\u00a0FreshBooks<\/a>.<\/p>\n \u201cThis is a tough time right now for everyone, and we\u2019re here if they just need someone to talk to. Our phones are open.\u201d You don\u2019t have to provide all the answers, you just have to remind them that you\u2019re still there.<\/p>\n Some global brands made huge strides immediately and proved that while their core business isn\u2019t thriving, they still serve their client base and will continue to do so through the worst of it.<\/p>\n Yes, these brands will be losing millions over the coming weeks and months; they\u2019re also doing the right thing for humanity, so there\u2019s that. For smaller brands, there\u2019s more urgency to figure out how not only to take part in the conversation happening on the world stage, but to simultaneously reassure clients that you\u2019re going to weather this storm together.<\/p>\n Now isn\u2019t the time for coyness. \u201cThis pandemic is something that almost no one has ever experienced and the old rules may not apply,\u201d said Sacha Cohen<\/strong>, Founder of\u00a0Grassfed Media<\/a>, who specializes in the hospitality industry.<\/p>\n \u201cMost of my clients are small businesses and they have never faced a crisis of this magnitude before. Even the ones who were around during 9\/11 don’t know how they will make it through this.\u201d For that reason, Cohen has been reaching out to her clients to, among other things, \u201cdiscuss communications strategy and to share my thoughts on communicating with their clients and community.\u201d<\/p>\n She took a multi-prong approach through email, social media and her company blog. While her messaging was tailored to each client\u2019s specific needs, Cohen said she was consistent in one recommendation:<\/p>\n \u201cBe flexible in terms of quickly changing what and how you communicate, be transparent, be empathetic, be honest, and think about the big picture and the impact that this is going to have not only on your business but on your customers, suppliers, and other stakeholders.\u201d<\/p>\n Keep reassuring your employees. Explain to them how changes in your structure will impact them. Let them know what work will be expected of them and how having a fully mobile workforce will change the way you interact.<\/p>\n Expand your freelance and while you\u2019re at it, this would be a great time to take on freelancers and assemble your own team of pinch hitters who can brainstorm or create content if you need to expand your content production or if key members need to take time off.<\/p>\n You might be inspired by the\u00a0ClearVoice Talent Network<\/a>, which has a robust team of freelancers who are used to working with a variety of clients on everything ranging from blog posts and articles to white papers. Best yet, they\u2019re used to not only a learning curve with each client but will also work with you to figure out how to pivot your content for whatever comes next. (Here\u2019s one of my favorite profiles<\/a> in the network.)<\/p>\n Self-promotional moment aside, now is a great time to reconfigure\u00a0your SWOT analysis<\/a>\u00a0and spend some time figuring out if your company\u2019s strengths, weaknesses, opportunities and threats are the same as they were pre-pandemic.<\/p>\n Throughout 13 seasons of the Canadian TV show ‘Heartland,’ there\u2019s been one character who everyone else relies on no matter what. Grampa\u00a0or\u00a0GG or just plain Jack Bartlett, played by veteran actor Shaun Johnston, is a weathered former rodeo cowboy who holds his family and the Heartland ranch together through good times and bad. He\u2019s wise without being preachy and can always be counted on for a hug, advice, or simply to remind everyone else what\u2019s important in life.<\/p>\n Life is scary right now and the future of work can feel a bit overwhelming. And I, for one, think we all need a proverbial Jack Bartlett in our own lives.<\/p>\n It\u2019s a good idea to show employees, colleagues and clients that you\u2019re the one who will weather it all with them. And doing so proves not only that you\u2019re good in an emergency, but that you intend to stick around for the long haul.<\/p>\n Content creator and documentary photographer<\/a>\u00a0Willow Paule<\/strong>, recently did a Facebook Live presentation on outsourcing. She explained that she \u201cdecided to do the Facebook Live because I think some small business owners and creatives feel confused about what outsourcing entails. They are afraid they will have to spend too much time describing their vision, and assigning the projects, and that it will be too complicated to hand off the work. Or they are afraid that once they hand the work off, it won\u2019t be prioritized or the contractor they work with will be flaky and not complete the job.\u201d<\/p>\n While Paule acknowledges that these are valuable concerns, she explained the ways that while these are valid concerns, if people get clear on their goals in outsourcing, \u201cthe benefits outweigh the risk.\u201d Consider testing out Facebook Live as a way to immediately connect with people you\u2019ve previously worked with or hope to attract.<\/p>\n We\u2019re all in the same boat right now, so supporting local businesses proves that you\u2019re about more than the bottom line. Bujouves said, \u201cWe want to support local businesses near the FreshBooks offices in Toronto, Amsterdam, and Raleigh.\u201d<\/p>\n To that end, they\u2019ve set up a \u201cValues Card program where FreshBookers send each other $25 gift cards to recognize each other for living out our FreshBooks company values.\u201d Best yet, those gift cards are \u201cgoing to start going to the local restaurants around our offices. This will help get funds into the hands of these local businesses today, in hopes they can be with us tomorrow.\u201d<\/p>\n If you\u2019re not sure what your own content plan will be moving forward, try creating something that others can use, share and quote from. For Freshbooks, that includes businesses. \u201cWe\u2019ve put together a resource guide to help customers and small businesses get through the uncertainty around COVID-19,\u201d Bujouves said.<\/p>\n In this way, the brand proves that they think beyond the next subscription and instead work to provide tools to help clients through tough times.<\/p>\n *Full disclosure, LVMH is a former client.<\/p>\n Whether it’s a pandemic, PR disaster, or anything else, having a contingency plan will help you adjust your brand messaging during a crisis.<\/p>\n","protected":false},"author":151,"featured_media":32354,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[137,138,143],"ppma_author":[196],"class_list":["post-41922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-branding","tag-content-marketing-strategy","tag-content-operations"],"acf":[],"yoast_head":"\n\n
![\"Three](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/ThreeThingsTryImmediately.png\")
<\/p>\n3 things to try immediately:<\/h2>\n
1. Create content that acknowledges the zeitgeist, confusion and all.<\/h3>\n
2. Ask for help.<\/h3>\n
3. Lend an ear.<\/h3>\n
![\"Content](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/BeFlexible.png\")
<\/p>\nBe flexible.<\/h2>\n
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Remind clients you\u2019re accessible.<\/h2>\n
![\"Content](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/ConnectTeamMembers.png\")
<\/p>\nConnect and then reconnect with your team.<\/h2>\n
Encourage your network to rely on you.<\/h2>\n
![\"3](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/04\/ShowYoureHereForThem.png\")
<\/p>\n3 ways to show people you\u2019re here for them<\/h2>\n
1. Go live.<\/h3>\n
2. Support others.<\/h3>\n
3. Create content people can use.<\/h3>\n
More on crafting your content and messaging:<\/h2>\n
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