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APRIL 15, 2020 //     

What Every Company Must Know During the COVID-19 Pandemic

By David Richeson

The drastic changes the COVID-19 pandemic has brought to every aspect of our lives are obvious to all. But it remains challenging to know exactly how this crisis will affect each industry and company. Previous market and stakeholder research may no longer apply in this new context, as possibilities and priorities have shifted globally. Companies need to know how to handle this new landscape, weighing emotional IQ with an ever-changing set of social norms to conduct profitable business. 

Every company, brand or organisation needs to know what they should say — and, importantly, how they should say it.

Companies and organisations also need to know what their stakeholders and audiences expect from them. What questions do these stakeholders have? What are their main concerns?

As global priorities shift, how do you pursue your business and communications objectives without striking the wrong tone with your key stakeholder groups?

More than ever, every company, brand or organisation must know:

  • The top COVID-19-related questions your key audiences and stakeholder groups have for your company and industry
  • The relative perception of your company or brand vs. competitors within the context of COVID-19
  • The top positive and negative COVID-19-related discussion topics for your company (or brand) and competitors
  • The top positive and negative COVID-19-related discussion topics in your industry
  • Key communication channels and personas in the conversation
  • Top influencers in the conversation who are driving opinion

Knowledge of the points above is critical to understanding how to move forward within this new global context. Not knowing the key points above is like flying an airplane blind in heavy fog. Data and insight are necessary to navigate safely.

At Allison+Partners, we generate these insights to help our clients effectively and efficiently communicate with their customers and stakeholders.

We helped a national outdoor recreation company understand the most frequently asked COVID-19 related questions and helped them create a Q&A document so they could prepare their hundreds of franchisees with the right answers for local and social media.

We worked with a global communications technology company to help them understand what their customers and stakeholders want from them right now, so they can address the most important topics and make sure they are perceived as a leader in their industry, both internally (with their employees) and externally.

A company, brand or organisation’s reputation can be made or broken during this important time for the world. Clear winners and losers will emerge based upon how they respond to the COVID-19 challenge. But one thing is for sure – Nothing will ever be the same. 

If you'd like to sign up for our weekly COVID-19 updates, click here.

David Richeson has more than 20 years of experience in data and insight-driven integrated communications, business strategy, creative writing and technology. He has developed engagement models on the cutting-edge of influence, focused on real-time communications, influencer strategy, micro-moment based marketing and behavioral economics techniques.

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