Covid19 communication strategy

own the narrative, which is the truth

COVID19 is here to stay with us. But 7 months after the first outbreak, is a great opportunity to examine which strategies worked. not health or economic ones, but rather the communication strategy.

The sharpest leader in the world during the COVID19 was, by far,  Angela Merkel. Not only in her excellent management during the biggest health and economic crisis, but especially in the way she chose to communicate.

Angela bravely faced 83 million Germans and chose a communication of transparency. Just like Winston Churchill in World War II. He promised “blood sweat and tears” and she determined that 60% of the population would be infected with the virus. She didn’t reflect the reality only to her citizens, internally. Unconsciously, or not, she reflected it externally, to world leaders, of what was about to happen and suggested them to manage the narrative as transparent as she did.

This is really a challenge for every company, the question of how to communicate. How a crisis or growth should be communicated internally and externally. It's a real dilemma. Whether to present that “business as usual” during a crisis or to be complacent in times of growth.

The DAX index proves that choosing transparency as a communication strategy was right.

Not just the DAX answered favorably to this narrative. Google, which announced from the beginning that her employees will not return to offices until 1/2021 and that the number of advertisers has dropped significantly. Her stock continues to catch on.

The same goes for Apple, which announced that the virus had hit the production plants of the flagship product, iPhone, as well as freezing recruitment. Her stock also continues to catch on.

By the way, they announced it internally first.

As a marketer, we usually wrap the massage in the most colorful packaging. But COVID19 is an ongoing event, often hidden over the visible, and some of its effects are not yet fully known to us. Therefore, it is important to be transparent and open. As described here, transparent communication will pay off in terms of growth and profitability. But also, in building trust with the employees. Since these employees can and will provide creative solutions to maintain business stability.

As Angela Merkel was clear to her 83M citizens, shown mental flexibility and instill confidence in them. Companies should do the same with investors, suppliers, business partners, and last but not least - employees.

Perhaps honesty is always the best policy. 😊