While the famous poet TS Eliot wrote about the ‘still point in a turning world,’ we now know that a pandemic such as Covid-19 wreaks havoc with any form of ‘stillness’ – metaphorical or otherwise! On the contrary, it says ‘to hell with certainty, predictability or normality! Consequently, life has suddenly become an ever-changing battle fought against an unseen – but nonetheless insidious – covert enemy on shifting economic and social sands.
The resulting lockdown measures, while initially laudable and prudent, have dragged on – dragging an already struggling economy down to new and very unpleasant lows along with it.
However, as a long-standing PR person and irrepressible optimist, while acknowledging these harsh realities, I do not advocate dwelling on them. Having faced up to the ‘new normal’, it is up to each and every one of us to ‘dig deep. We need to get over ourselves and our understandable sense of shock at how swiftly Covid has forever altered the status quo – and start proactively using the tools available to rebuild our lives – and our businesses.
If your clients, staff and suppliers are your lifeboats in this stormy new sea, then I strongly postulate that consistent, strategic communications with those 3 key stakeholder groupings are the lifeline connecting you to them, and by definition also to one another.
Same, same – but different
Much has undoubtedly changed – but some things have thankfully remained the same. Human beings have been story-tellers since the earliest times; and that innate desire to ‘tell stories’ – and thereby create personalities, reputations and even legends – can all be summed up as the need and desire to communicate.
Therefore, no matter how bad the economy currently is, I challenge companies to resist the urge to indulge in ‘knee-jerk’ reactions, cutting all perceived non-essential services.
Stop! Think! Consistent communication of your brand, strategy, key messages and value proposition to key target markets is essential! Don’t be tempted to convince yourself that the Sound of Silence is your clients’ favourite song!