Over the past week, I’ve probably gotten hundreds of emails from companies big and small telling me about their plans to deal with COVID-19. I even sent one out on behalf of The M Network.

Some of these have been great and reassuring. Others have been tone-deaf. Anyone trying to sell their services right now is going to appear opportunistic. They are going to turn people off.
But it’s a fine line. On the one hand, we’re living through a global crisis. On the other hand, our businesses have to stay open.

So how can businesses and organizations continue to message to prospective clients and customers during this, or any crisis?

Here’s how we’re advising our clients:

First, be local. Be personal.
The crisis may be global but the impact is felt by individuals. Any communication that you put out should take great care in demonstrating your understanding of others – rather than putting a spotlight on yourself.

Second, be part of the solution.
The faster the community stabilizes the quicker you can get back to business. That means that you might want to hold off on business as usual and, instead, take account of your assets and spending power to see if there are ways you can put them to work for the communities in which you operate.

• Think about buying from local vendors.
• Feed your staff by ordering in from local restaurants.
• Promote all of the other local businesses around your locations.
• To whatever extent possible, hire people who are out of work to do temporary jobs.

Additionally, look for ways you can mobilize your staff, customers and clients to help in areas of need specific to your community:

• Food delivery/shopping for those who are part of high-risk populations.
• Wellness calls / video conferencing just to keep people connected.
• Volunteer or donate to local charities that are on the front lines of this.
• Continue to support arts, education, and athletic organizations even though they are not active.

Third, lead by example.
Make sure that you are following CDC recommendations. Do this by ensuring that everyone in your organization is social distancing or even quarantining. That’s not an overreaction. In fact, it’s common sense.

• For those that have the flexibility to work from home, do that.
• If you have people come into the office, make sure the office is 100% sanitary and safe.
• If anyone on your team is uncomfortable coming to the office, to the best of your ability accommodate them.
• If you or someone you live with is not feeling well (for any reason), don’t go to work. Ask your employees to do the same.

Fourth, use your communications platforms for good.
Most businesses have a website and social media channel. Many have email lists. Use them to spread good information and to encourage others.

• Have your employees show how they are social distancing.
• Put together lists of “what I’m reading / what I’m binge watching.”
• Do short videos on any clever or interesting ways your employees are coping.

Above all, don’t use your platforms (corporate or personal) to spread unverified hype and hyperbole. This is not a time for conspiracy theories or attention seeking.

• Panic is not a solution.
• Drama does not help.
• Solid, rational, accurate information and advice is what is needed. Feel free to spread as much of that as you can.

Remember, branding is the emotional connection your audience forms toward your organization. In times of crisis, emotions run high. By focusing on others, you will not only help your community now, but strengthen your brand for the future.