It is time to activate Plan B: 2020 begins now

Everything will be a bit strange, challenging,
and different than we imagined it was possible at all, but I believe that we
will be better and more solidary as people, and the communication between
companies and brands will be qualitatively better.
The
key feeling of the previous months was the feeling of uncertainty. Related to
that is the fear of things over which we have no control, and that includes
family, business and wider social issues. In this period, the companies went
through a period of complete unpreparedness and shock, to the establishment of
some order in a state of emergency and extremely extraordinary circumstances.
From my
point of view and the work of Chapter 4 PR agency, client communication focus was
on essential topics: human security, especially internal communication, then
solidarity and support for the national fight against COVID-19 and educational,
external communication and information, with the cessation of most promotional
campaigns. We were strongly active in providing assistance and donations where
they were most needed. And then, when we were sure that the priorities were
covered, we worked intensively on adapting business and communication plans to
the new situation.
In short, the pandemic brought crisis communication
to the agenda of literally all companies.
From a communications perspective, no doubt
you are all first-hand witnesses of the value that quality internal and
external communication can bring, helping people, companies and brands to be
connected and engaged during a crisis and to think ahead.
In
practice, crisis plans made a lot of sense. Although no one could have
predicted a scenario identical to the reality of COVID-19, the mere fact that
the plans existed and that we went through crisis team training with clients on
a regular basis helped greatly to establish some control that provided everyone
with security and hope.
No one
knows for sure how long the virus will be present, or whether and when it will
have its second wave. However, in the previous period, I think that despite the
physical separation, we managed to get to know each other even better and, more
importantly, we learned some important lessons about life, solidarity, business
planning and communication.
What is visibly changing and how to proceed?
Now
that the end is in sight, we are sure that some things can never return to what
they were. The economic impact will certainly not be the same for all
countries, not even for all industries. The spread of the virus has affected so
many parts of life, so many people and companies that it represents a key point
in history that significantly changes the way we live. The fear of infection
will persist long after the virus has passed. The pandemic will therefore
almost certainly leave a mark on the way people work, buy and socialize,
significantly or permanently relocating the way many industries operate.
Companies will be forced to reconsider their values, but also global supply
chains.
In the midst of the second quarter of 2020, it is actually just beginning for many. The continuous flow of communication will serve to connect the external and internal links even after the crisis and to show the company's constant commitment.
Now is
a good time to rethink the context of the communication plan. Through creative
thinking and anticipation, many will try (and succeed) to introduce significant
innovations through, albeit customized, business activities.
We
expect the need to continue to adapt communication strategies so that both
content and channels are relevant to the new reality and consequences of the
pandemic.
As
business begins to return to some kind of normalcy, internal communication will
continue to be extremely important. This is the perfect time to remind our
teams and employees of the company's mission and values, of business and social
purpose. Link core values to the company’s strategic imperatives and involve
your team staff so that each individual is aware of how they can contribute to
the group strategy. Communicate clearly, openly and often about the changes the
company has made in response to the crisis or its end - and what is expected
next.
Safety and security of the individual for the
success of the whole
Numerous
(new) challenges and issues follow. Resilience to challenges is what connects
wholes, family, business world ... and in order to be resilient, we must be
prepared.
By
returning to work in your physical work environment, safety and security will
have a new meaning. It is important to talk to people, motivate employees, and
encourage them through their own example of communication through various
channels. Offer a dedicated feedback channel where employees can share their
thoughts and concerns.
Organizational
communication will play an even more significant role in the second act of the
age of insecurity. Just as some business leaders demonstrated during the
crisis, a coherent communication strategy is key to alleviating confusion and
providing support. I definitely advise you to consider your current environment
and all market factors after the pandemic. It’s time to move on to “Plan B” and
optimize, to be relevant in your messages and to provide real value.
Social
media is also an important channel in a post-pandemic communication strategy
for addressing external audiences, due to their fast, relevant and interactive
nature and the opportunity to provide a fast and rational response mechanism.
The
most important thing is to be active. Nothing is implied. You are needed by
both your internal and your external target audiences. Show effort and a desire
to maintain and strengthen the relationships you have. Be engaged in relations
with the media and all other partners. Relationships are important, during good
and bad times.
Everything
will be a bit strange, challenging, and different than we imagined it was
possible at all, but I believe that we will be better and more solidary as
people, and the communication between companies and brands will be
qualitatively better.
Author: Tamara Bekčić (the text was initially written for magazine Svet osiguranja)