PRINCIPLE 1: Context is always the key.
Organizations need to understand the local impact that a global pandemic has on its stakeholders. In other words, local context is the key to help the firm be more empathetic to the needs of its employees, along with the company’s other internal and external stakeholders.
PRINCIPLE 2: Constant reassessment.
In cases such as a global health crisis, it is inevitable to experience rapid changes in market dynamics. Thus, constant reassessment of campaigns, creative collaterals, and even marketing guidelines is needed to keep up with the change.
PRINCIPLE 3: Consider creative considerations.
In line with the reassessment of marketing campaigns, all creative campaign elements of the brand must also be in constant scrutiny at this point. Organizations need to carefully evaluate their messaging – from the tone, visual imagery, copy, keywords, and media placements.
PRINCIPLE 4: Change priorities amidst uncertainties.
The management team has a responsibility to take the helm and navigate the organization in times of uncertainty. This is why they need to make the executive decision to evaluate their media budget and shift priorities towards the things that their consumers need during this time.
PRINCIPLE 5: Contribute and help at every opportunity.
Now more than ever, it is essential for members of the organization to come together and help one another. Organizations must think of creative and innovative ways to help their consumers, partners, and other stakeholders. Take a look at the brand’s digital assets and think of possible opportunities on how the brand can support advocacies, donate, or even amplify information dissemination.
ASK YOURSELF: What ways can our brand — and even our owned media channels — be helpful to people and businesses in this moment of need?
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