How to offer ‘greater good’ in your COVID-19 communications

With many organizations looking to offer help to their communities, it’s crucial to communicate these efforts in a way that feels authentic and thoughtful.

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The current coronavirus crisis is dominating the news media, as well as brand communications. Companies are examining their business operations to determine what will keep them viable, mitigate the revenue bleed and ensure that employees are able to keep their jobs.

As the C-Suite and communications teams set out to project calm amid massive uncertainty, many leaders are looking for ways to contribute to the greater good to meet the needs of their communities and the country. Though some companies have something specific to add to virus prevention, treatment and social distancing, others are thinking creatively to find opportunities to contribute to the greater good.

The right way

The messaging needs to be credible, believable and meaningful with a tone that reflects the seriousness of the gesture and the potential impact of the offering.

While it’s tempting to share healthcare advice, you should limit what you say to the public if your company does not have healthcare expertise. Don’t speak with authority about something over which you have no authority, particularly on highly regulated topics such as health.

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