The What, Why and How of Communicating Now

The current business climate presents a prime opportunity for your business to communicate smartly and assertively, raising your visibility along the way.

By Geri Rosman On Sep 7, 2020

As we look toward the other side of the pandemic and more businesses continue to reopen, there are questions about what, why and how businesses should be communicating. Regardless of whatever you share, some aspects of your content should be universal: be empathetic – not everyone is experiencing the pandemic the same way; be authentic – talk about what you know and skip the razzle dazzle for now; be informative – share content and information that will help your audience achieve something or do something better.

With that in mind, here are a few suggestions for communicating about your business in the weeks ahead. 

What should you be communicating? 

It makes sense to share information that is forward looking and optimistic. Talk about how your business will serve or help your customers navigate their challenges following the pandemic, or perhaps those challenges created by the pandemic. 

It’s also a good idea to communicate about recent business successes. Your business was strong enough to survive the pandemic and that’s good news to communicate to your clients and customers. 

Why should you be communicating now? 

Communicating now, while other businesses may not yet be focused on their marketing efforts, could help you secure opportunities for media coverage that you might not otherwise get. Visibility and being top of mind is critical. Now is the time to position your business – or reinforce the perception of your business – as a thought leader by sharing information that is relevant and actionable. 

It’s also important to communicate the steps you’re taking to ensure the health and safety of your employees, clients and customers so that they can feel comfortable coming back to work as well as patronizing your business. 

How should you communicate moving forward? 

For most businesses, using a mix of social media and traditional media simply makes sense. It’s a combination we often refer to as “owned content” and “earned media.” 

The rise of social media has essentially made everyone a publisher. Your business is likely already posting on LinkedIn and Facebook. That’s content you own; you’ve created it, and are sharing it with your client and customer audiences. 

“Earned media” refers to traditional print or broadcast media outlets, as well their digital counterparts, i.e., the related web sites, podcasts or online broadcasts that are affiliated with a publication, television or radio station. 

Identify one or two publications and work to establish a relationship with them. This can be as simple as sending an introductory email to an editor. Offer yourself as a source for comment, or offer to contribute an article that will provide interesting information for their readers.

About the Author 

Geri Rosman is head of GR*PR/Geri Rosman Public Relations. She helps her clients get media coverage that positions them as thought leaders. 

To access more business news, visit NJB News Now.

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