ChicExecs VP of Public Relations and Digital Media, Kristen Wessel, share her five best practices to craft better content in a crisis. It’s no secret that the world is going through a crisis on Forbes blog.
While nobody was quite prepared for the fallout of the pandemic, business owners still have the responsibility of communicating thoughtfully during hard times. Now, more than ever, is the time to be both creative and inspiring. You want to be with your customers during times of crisis. The best way to do that is with well-thought-out, supportive content.
But what should you say? What kinds of content should your business put into the world?
Now’s not the time for vanilla content straight from your content calendar. Instead of carrying on like it’s business as usual or, even worse, saying nothing, compose content for the crisis.
Lean into this new world and write content that resonates with customers. Instead of ignoring the crisis, tackle it head-on with content that humanizes your brand and boosts trust.
Five Approaches To Content During A Crisis
1. Keep the lines of communication open. The number one rule of crisis communications is to never ignore the crisis.
2. Send official information through a newsletter. Instead of posting everything to Instagram, send official notices through email. That’s where customers expect to see important updates, like safety procedures, closings and order details.
3. Discount and bundle. During a crisis, your customers might not always be able to pay the full price for your product or service. If it makes sense for your business, consider offering deals that entice customers to buy if they’re able.
4. Develop initiatives that give back. Crises bring so many challenges. If your business is in a position to give back, do it. It’s not only the right thing to do, but it can also deepen your customer relationships and lead to earned media.
5. Share positive stories. Try to share positive, uplifting content that brings customers out of their funk. Support your community and share positive stories, both about your brand and the world.
Read Kristen Wessel’s full blog for more on the five ways you can develop better branded content during a crisis.