Corporate DispatchPro James Vella Clark
Communication now is a form of leadership In my last contribution I had made the assertion that the brands who keep communicating will be the ones who will come out stronger when we finally manage to ride the bulk of the disruption caused by this ongoing pandemic.
But communicating for the sake of communicating becomes just noise. And at a time when people need clarity and vision, noise is the least thing they need. On the other hand, everyone is more alert, and more people are watching. So now could be a good time to strengthen and sustain your brand’s story. The first step would be to redefine your audience. Go through a checklist of who your stakeholders are at this point in time, communicate with them and analyse where they stand in relation to your product/service offer to define the extent of your relevance to them. Make yourself felt, first and foremost with them. Most businesses have had to re-evaluate most of their plans and projections. I am engaged with clients who have had to redefine their business activity altogether. One brand in particular, has done an amazing job in shifting what was a secondary business activity and making it its main operation. It has taught me the importance for businesses to always be prepared to adapt as need be. This, in my opinion, says a lot about such companies because the ones who adapt best to market conditions are the ones who are certainly most capable to adapt to your expectations as a customer. 23
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