While the temptation (capacity, budget and sensitivity wise) is to reduce your communications during this time, particularly if an event or project has been put on hold, it is actually vital that you engage, more than even, in an authentic and meaningful way with your stakeholders.
Research from previous ‘cocooning’ periods and recessions clearly demonstrate that the brands and organisations that invested in their marketing and communications not only survived but came out stronger the other side.
Having said that, it is also important to balance your communications, just like any good friend would.
It is crucial that brands and organisations don’t desert their members and audience during the tough times and expect to come back during the happy times.
Consumers will be far too savvy for that. They will remember who was with them along the way and by the time this is over, they will have turned their loyalty to those who were there all along.
If you expect to pick up where you left off, after months of silence, you will be in for quite a shock. As they say ‘the horse will have bolted.’
Georgie Stayches is Founder and Chief Engagement Officer of Fetching Events & Communications, a boutique agency specialising in event management, communications and volunteer management.