What to Say When You Don't Know What to Say
These are very weird times, my friends.
No matter if you own a small marketing agency, a brewery or work on the top floor of Bank of America - none of us have a playbook for what life is supposed to look like right now. None of us have a plan for how to continue operating and keep “business as normal.” Meetings are being moved to conference calls. Networking events are being canceled. And hundreds, if not thousands, of workers are being laid off.
I’ve talked to a few friends who work in marketing for various industries. Some of their jobs are safe. Others… maybe not. But all of us agree on one thing: every business, no matter the industry, needs to say something. Whether it’s to let their clients know that their office is closed and they are only taking virtual appointments or that they are taking the necessary health precautions right now.
Here are some simple tips on how to maintain open and honest communication (without overwhelming people’s inboxes and news feeds):
Send 1 Email to your Contacts or
Post 1-2 Times on your Social Media Feeds. Inform people of any adjustments to your normal business practices. And, if there are none, say that too.
If you have other communications scheduled to go out (emails, social media) that are a part of your regular marketing plan, keep them scheduled. People will need a break from the news.
And, if nothing else - be kind:
Be mindful that some people are more sensitive/anxious about the events going on. Don’t judge. Use kind language to address what is happening.
Offer support where you can. Can you offer your services at a discounted rate to people who have recently been laid off? Can you purchase lunch to-go from your favorite Charlotte restaurant while you’re working from home?
Or, maybe you share something completely off-brand because everyone needs a mental break. I follow a writer on Instagram whose feed is normally full of inspirational poetry and videos of bad-ass ladies.
But in the last few days she posted this not necessarily on-brand photo of a Tweet from someone she follows. A bunch of women in a neighborhood staying in contact, but keeping their respective 10-feet distance. It made me smile. And I shared it with my mom, because this would be her. Nothing - not even a pandemic - is going to stop the neighborhood gossip.
As a branding professional, I do believe that saying nothing is just as bad as saying the wrong thing. Keep it short. Keep it honest. But always keep the lines of communication open. If you’re not sure if you should keep your head down and not add to the noise, or share a funny meme - go with the meme. We all need it - now more than ever.