Valvanuz Serna, Managing Partner of PROA, is a new approach to communication in a post COVID world and analyses, in order to Influential CantabriaThe different aspects to be taken into account in order to "navigate" with flexibility in a context where what works today may not work tomorrow.
It has been a year since the coronavirus hit us full force and it is here to stay, it seems. For any company, regardless of size and activity, trying to plan around the virus is a real challenge, even for those with the best crisis plans. The situation is dynamic and changing by the minute. And while the main focus at the moment is still on reducing the spread of the virus and protecting people's health, especially that of the most vulnerable, there are a range of economic effects that also need to be taken into account.
In addition to this, there is another crisis, that of trust in institutions, which means that companies are taking on a new role in terms of brand and its values. In this context, what do we recommend to organisations in a post-COVID world?
Companies should not use this crisis opportunistically for brand promotion in the first place, as they are demonstrably expected to be helpful during this pandemic. It is time for action and nothing communicates more than facts. Any business move that might suggest that this situation is being exploited for the benefit of the business can have disastrous effects on the reputation of that brand.