How to quickly pivot communication priorities—without losing your way

Overhaul planned content to avoid tone-deaf gaffes, invest in digital events, and rejigger your media relations strategy to dovetail with our current state of affairs.

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As communicators, we have much to contend with right now as the COVID-19 crisis continues to upend the business world.

Our well-laid plans have been utterly disrupted, and we are scrambling to adjust to this new (and hopefully temporary) reality. Of course, no one knows how this long this new reality will dominate our operations, but it’s crucial to quickly adapt, alter or completely redo communication plans and messaging to match our current environment.

Here are five considerations to help your integrated communications programs remain as effective as possible amid this uncertain, tumultuous season.

1. Review content to ensure its sensitivity and relevance.

Do this right now: Review all planned content for blogs, webinars, social media, contributed articles, email marketing, paid ads and sales campaigns. Ensure it’s not tone-deaf. What was profound last month might seem petty, out of context or even offensive this week. Consider whether evergreen content should be postponed. Instead, publish helpful content that speaks to the mindset of the moment. However, don’t force an angle if you don’t have a helpful perspective on the topic.

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