Over the past couple of months, there’s been numerous examples of companies that have pivoted their business offer, in order to support the NHS. In very short order, they’ve shown great ingenuity in redeploying skills and resources towards a common objective – saving lives. For thousands of other businesses, however, pivoting will become a necessity for their very survival as a result of the Covid-19 pandemic. Whilst pivoting may be achievable fairly quickly in operational terms, the challenge of communicating a completely new product or service requires careful strategic and tactical planning and effective delivery, particularly if entering previously unknown markets.
Adapt your messaging
Be flexible but plan and get the messaging spot on for your pivot. Sharing your key messaging with the rest of your business will bring many benefits. It gives direction, reassurance and consistency and at the very least gives management a communications foundation upon which to work.
Key media insights
Gaining insight into how the crisis has affected your key media is a must. In many industry sectors, print magazines have gone digital, monthly issues made bi-monthly and social media activity soar. Get on top of the changes and map where your audiences are now looking. That way you can tell them all about your new services and how they can access them.
Keep your brand in customers’ minds
Brands that engage in PR and advertising activity now have the chance to gain more share of voice and drive sales as the industry recovers. Do not miss the window of opportunity!
Actively listen
Keeping your finger on the pulse of your market is essential as the economy recovers. The use of research or even free insight such as Google trends, plus news channels will enable brands to spot opportunities for comment.
Keep the content coming
Following furlough and the need to get issues out and websites updated, journalists are working hard to get good quality content onto their channels, so make it easier for them. Maybe your business has launched online training courses, better technical support or your deliveries are ramping up. You may have new products to bring to market. Whatever it is, you need to tell your customers!
Messaging needs to be clear, incisive, targeted and engaging. This is where St Albans based PR agency, Blackbird, adds real value. So if your company is considering or has started this process and could use a helping hand in communicating to customers and generating wider awareness, please do get in touch with us and we would be happy to share some of our top tips.
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