Communication in a Crisis: Adapt, Improvise, and Overcome

The world has changed in the last four months, and so has your business. Luckily, small business owners are resilient people. We’re used to the uphill climb of refining our ideas, finding an audience for our products or services, and turning our dreams into our reality.

One of the best pieces of advice I’ve ever received and that I’ve returned to many times over the years is a reminder that in difficult circumstances we can always “adapt, improvise, and overcome.” In times like these, it’s important to remember that we have the power to respond in proactive ways that will shape our success as we move forward. Every challenge is also an opportunity, and if we want to rise to the occasion, we need to make a plan.

Now More Than Ever, You Need a Roadmap

One of the best things you can do for your business during moments of uncertainty is to create a roadmap. Taking the time to analyze the present and plan for the future helps us remain grounded, stay in the moment, and look forward with clarity. Strategic planning creates sustainable value, allowing you to measure your progress and providing a framework within which you can adapt, improvise, and overcome.

When it comes to marketing and communications, the last few months have most likely changed the ways your audience interacts with your business. So, now is the time to be strategic in your communications. Rather than focus on simply marketing your product or service, how can you communicate your value with authenticity and purpose?

How to Communicate During a Crisis

Adapt

The strategies that worked in 2019 probably won’t work the same way in 2020. Start by asking how your target audience’s lives have changed since March. Do they have the same problems they did before? Is the value you provide still relevant in the same way? What you offer may or may not have changed, but your customers’ needs and priorities probably have.

Now is the time to adapt in your communications strategy. While in some ways our world has quieted down, in others it’s even louder. Communicate with simplicity in order to cut through the noise. Our audiences have been worn out by the constant, fast pace of news and opinion. Be a voice of reason. If you communicate with clarity and sincerity, your message will be heard, understood, and appreciated.

Improvise

It may sound like an oxymoron, but you can plan to stay in the moment. With so much going on around us, it can be tempting to tune out or go silent. Don’t go silent! Even if you don’t have all the answers at the ready, responding with authenticity creates value and enhances your brand’s credibility.

Improvisation doesn’t mean being reckless with your messaging. It means staying agile so that you can address what’s important to your consumers even as the landscape continues to change. Plan for a variety of outcomes so that you can be as prepared as possible to share your message.

Overcome

Don’t lose the opportunity to stay top of mind for your consumers, even if business has slowed down. As Brad Adgate notes in Forbes, “there have been a number of studies going back nearly one century that point out the advantages of maintaining or even increasing ad budgets during a weaker economy.” The businesses that maintain a strong presence during slow times are quickly rewarded when things pick back up.

Also, focus on the good news. Shine a light on how your business is supporting its community and how your community is supporting others. We can overcome obstacles together when we focus on lifting each other up.

Create Your Roadmap

We can all use a steady hand when we’re drawing a map, especially in uncertain times like these. I’m so proud of the work we’re doing at e2E, LLC to help guide our community and provide resources and stability. Whether your business can benefit from assistance or strategic planning in marketing and communications, finance, human resources, tax planning, or other vital areas, our experts can play a valuable role in the creation of your roadmap. We can help prepare your business to adapt, improvise, and overcome.

Contact us today to see how we can illuminate the path that leads to growth and success.