Messaging When It Matters: How to Handle Brand Communications During Times of Chaos

We're only two weeks into the new year, and things already feel ... heavy.

Moments of national significance are unfolding daily and, as a result, we're getting the same question from so many of our strategic comms clients: "How do we make sense of this – for us, our brand, and our community?"

Across the country, business leaders and nonprofit execs are wrestling with what to say to their teams, key stakeholders, and customers right now. During such times of crisis or chaos, communications professionals can be the C Suite's best advisors for delivering solid messages in an era of What Ifs.

Read on to get Team Bond's practical guidance for crafting human-centered comms when nothing seems certain and words really, REALLY matter.

1 - Plan and prepare well before the situation's right in front of you

Develop a strategic communications matrix that helps you anticipate scenarios – crises included – where you'd be at the center of a meaningful response, or might be called upon to enter the conversation as part of a group.

2 - Focus on value and values

What do you stand for? Spotlight what you champion. What service, assistance or information can you provide that's truly helpful to your audience or impacted communities? Deliver it to them, fast. Or at least make it more accessible.

3 - Prove yourself

Today it's not enough to say you support something with a social media post or a press release. In fact, doing that alone can backfire. The public wants to see your receipts, so regularly showcasing how you're contributing to causes, addressing issues and supporting communities closest to your brand is critically important year-round. If you're only doing it reactively in a crisis, it's a sign that you may want to re-evaluate more than just your communications strategy.

For more advice on how to handle brand communications during times of chaos, read our other blog posts on crisis comms and brand messaging.