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By Serena Schmidt (More) • Last updated on October 04.04.2024, XNUMX • First published on 25.05.2020/XNUMX/XNUMX • So far 6446 readers, 2792 social media shares Likes & Reviews (5 / 5) • Read & write comments
The ridge between Success and failure in the Crisis is narrow. Communication im Team with a customers must be, but it is always important to strike the right note. On emotions it depends.
Unfortunately, many “forget” Companys in surprising and unusual crisis situations, how important communication - internally and externally - is. They are so preoccupied with themselves and the immediate acute problems that they do not pay attention to remain visible through information to the outside and to convey closeness and connection. Because even when facts matter, in the end it is the emotions that count.
Take the example of the Corona crisis, a topic that has affected the economy and society for months Welt-News dominated. The messages that companies send out are special Significance. But the crux of the matter is that when companies now announce numbers, data and facts, they are at best ignored, but very likely even criticized.
This would be particularly important in order to jointly counter the characteristics of a crisis (whether caused by corona or another trigger):
Companies and the self-employed are rightly shown a lot of solidarity at the moment. We all know that the crisis affects us all. However, if companies now pull out the standard advertising campaign, this is often not approved. Incidentally, especially not if it is a Industry acts that benefit from the situation. So it's no wonder that many, if not all, companies are asking themselves the question: What should we do in terms of communication in this extraordinary situation?
Businesses are unsure of what to communicate when Marketing hardly works anymore or only partially. What else do they even have to communicate if that Shop or the service company can no longer function as usual? But even in the first phase after the crisis, things will not get any easier. Here is creativity asked, even if time is sometimes short.
The fact is: There is hardly a better time for public relations! The awareness is rarely higher. A crisis is an opportunity for everyone in communications. The chance to try new things and to draw attention to us, others ways to go and partly adapt services or even completely reinvent them.
Entrepreneurs and self-employed must clear be: You cannot change everything with crisis communication. But in many cases you can at least turn customers into allies. That is especially valuable at this time. Supposedly “great ideas', like a 'corona discountSALE“ can, however fast turn out to be a painful boomerang. Rather tell me about yourself. Tell what you and your Employees do. Tell what you to plan or like one Everyday life normally and how it looks now.
I have listed 7 tips for what this could look like:
Public relations always has that Objective, to generate understanding, to explain something, to inform, to optimize or strengthen the image. Crisis communication is the highest of the communication disciplines. If companies and entrepreneurs are open now, but above all show attitude, this will pay off in the long term. So make sure you continue to communicate – but please do it properly! The following Regulate help with:
Incidentally, these rules apply to both external and internal communication.
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Sereina Schmidt is an entrepreneur, consultant, sparring partner and speaker.Sereina Schmidt, MSc. com, did her Masters in Communication Science in Lugano. Among other things, she worked as a communications officer in the Federal Department of Economics (Federal Councilor Doris Leuthard) or as a crisis communicator for a large company. At the same time, she received further training on the subject of change management and organizational development at the Northwestern Switzerland University of Applied Sciences. When she took over the family business, a communications agency, she decided to become an entrepreneur herself in 2012. All texts by Sereina Schmidt.
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