How should organisations communicate post covid-19?

With Ireland now in Phase 3 of the easing of lockdown restrictions, Springboard PR & Marketing MD and Strategic Lead, Susie Horgan outlines her advice on how organisations can communicate to their stakeholders — both internal and external— during these complex times.

BUSINESS COMMUNICATION POST-COVID-19 LOCKDOWN

There will be significant challenges and opportunities for Irish businesses over the coming months. During the pandemic, keeping stakeholders informed was critical to the survival, and success, of businesses. Now, in this new normal following lockdown, consistent and clear communications is as vital as ever, particularly on digital platforms.

Our latest free e-book, available to download at bit.ly/SpringCommsEbook, looks at the mechanics of good communications as the country is now in Phase 3 of the roadmap for reopening. Effective? Communications for your Business Post-Covid-19 Lockdown addresses how to develop a new communications roadmap along with activating successful external and internal communications in-line with business goals.

How should organisations communicate post covid-19?

On developing a successful communications roadmap, you need to take in three key steps. Firstly, look at Stakeholder Mapping, that is the identification of your stakeholders. Next, you need to ensure your communications roadmap is reflective of your business objectives post-Covid-19 and follow SMART — Specific, Measurable, Attainable, Relevant and Time based — goals. Lastly, identifying your key messages is fundamental.  Now, more than ever, they must be trustworthy, believable and supported by evidence.

With the above activated, you then need to look at your communications plan — both external and internal.

In recent months, consumers have been clearly signalling that they want brands to be action-orientated. They say necessity is the mother of invention, and certainly Covid-19 accelerated the digital transformation for many. Every business looking to communicate with their external stakeholders needs to look at their digital content. For maximum reach, focus on the digital platforms where your audience is active and engaged.

We firmly believe that getting a pulse of what your audience wants, and creating content that they crave, is invaluable. This can be done by running polls and asking direct questions. The information you collect will assist in hitting your ‘sweet spot’ — what matters to your customers to inform conversation going forward.

In terms of internal communications, for many Irish workers, it has been a steep learning curve. However,  thanks to digital tools and online resources, by now most of us have become well used to working remotely.  We advise making a clear plan that will help you navigate the changes over the coming months. Vitally, this includes having an internal communications plan ready in the event of a second wave. Take the learnings from the last few months and adjust your approach, especially if there is a return to full remote working.

Remember to keep funneling useful information to your employees during this time of transition. Your internal communications channels should be a trusted source of the truth and provide guidance on what external developments mean for your company. Consistent communication with employees is also fundamental to protecting your business. If you have instigated new routines, software and processes during lockdown, keep them in place.

For more, download Springboard PR & Marketing’s free Effective Communications for your Business Post-Covid-19 Lockdown e-book at bit.ly/SpringCommsEbook.

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