Martin Jones — March 23, 2020 
With many schools closed, sports seasons suspended and the likes of restaurants, bars, movie theaters, gyms and all non-essential shops hovering between restricted and closed, we’ve all found ourselves very suddenly thrust into a new paradigm – a new way of working, living, and communicating.
We’re now working from home. Our clients have increasingly shifted to telework policies too, while the events and conferences on the calendar for the next few months have either shifted to virtual gatherings or been outright canceled.
New paradigms call for new ways of thinking and new approaches – and quickly. So think about how this new paradigm might be affecting your audiences. What information can you offer that is timely and relevant to them right now? We’re all in the same boat, you know what kind of information you’re looking for – what can you offer on that front?
With events being canceled, use the opportunity to offer up a new podcast, infographic or eBook in its place, so that you’re still presenting your story.
Make a face-to-face connection with your audience. Depending on what you’re getting across, a short video might be a better option than a blog post.
Be supportive. With all that’s going on, now is the time to offer help and guidance to others – and not necessarily for a fee.
Traditional media are focused on keeping up with the latest coronavirus news, and there’s a question mark on the appropriateness of making certain announcements or pitching particular stories. But at the same time, business must go on. Customers still need information. And, in many cases, your technology product or service is just as relevant now as it was a couple of weeks ago – in some cases, even more so.
Don’t forget about your staff. They too need to be kept abreast of the latest updates just as you would with your customers.
Now is the time to think creatively and differently about new ways to connect – and, there are lots of unique ways to keep those communications channels open, including:
- Start a new podcast or post video blogs.
- Repurpose and publish old video footage incorporating new relevant updates.
- Host an online event or webinar.
- Capture video from employees and customers to edit together into a fun sizzle reel. Maybe something that gives viewers a look at how your teams and customers are handling themselves while WFH?
- Livestreaming with the CEO, or another relevant spokesperson.
- Screen capture and share presentations that would otherwise happen in-person.
Stay engaged. Be flexible. Be human.
At the end of the day, while this might be a time of distance, that doesn’t mean it should be a time of disconnecting or disengaging. Just the opposite: now’s the time to make a concerted effort to be even more engaged.
Adopt a buyer-centric approach to developing your comms strategy. Continue to put buyer problems, needs and challenges center stage. Recognize that everyone else is figuring things out as they go. Pick up the phone more often than you normally would have. Be flexible and agile as everyone moves to accommodate themselves to this new paradigm. And above all, be creative and innovative – push your story out there through new channels, messages and mediums.
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