{"id":780,"date":"2020-04-24T16:18:14","date_gmt":"2020-04-24T14:18:14","guid":{"rendered":"https:\/\/www.aboutemergency.com\/?p=780"},"modified":"2020-04-24T16:18:15","modified_gmt":"2020-04-24T14:18:15","slug":"bozza-automaticacrisis-communication-for-businesses","status":"publish","type":"post","link":"https:\/\/www.aboutemergency.com\/en\/2020\/04\/24\/bozza-automaticacrisis-communication-for-businesses\/","title":{"rendered":"Covid-19 emergency: crisis communication for businesses"},"content":{"rendered":"\n\n

Opinion leaders, influencers and different kinds of communicators have made plenty of contributions since the Covid-19 emergency<\/strong> first began. More than a month after the start of the pandemic, few of them have actually proven to be significant, with one example, however, being the paper written by Scott Kronick. This name may not mean much to most people, but if we mention the name of the advertising agency for which he is Managing Director in Asia, then it\u2019s perhaps easier to understand his authority on the subject: we’re talking about Ogilvy, the historic international advertising giant, for which he created the vade mecum on “How to communicate in turbulent times”.<\/p>\n\n\n\n\n\n\n\n

In this article, we\u2019ll summarise the key points from this quick five-step guide<\/strong>, suggesting how companies can be useful and effective and identify with society at a time when communication must also tackle the crisis. The document starts by quoting a saying that’s commonly used in the world of marketing and crisis communication<\/em>: \u201cYou cannot control what happens to you, but you can control what you do about it\u201d. This is the starting point to analyse the implications of the Covid-19 emergency on corporate communication<\/strong>. In fact, with this in mind, it would appear fundamental for communicators to take a pragmatic approach, especially at a time of such confusion and anxiety, when the Company’s Vision may seem somewhat blurred, but the Mission must ensure that the company keeps its nerve. It is important to keep fully focused on the original communication objectives. It is clear that businesses are being held back by the pandemic, making now the right time for them to stop and strengthen their values.<\/p>\n\n\n\n

This process involves five steps which Ogilvy has defined as \u201cDRIVE\u201d, making reference to both how to behave and the symbolic meaning of guiding\/managing the crisis:<\/p>\n\n\n\n