Business communications and the new norm during Covid-19

During the past few weeks, I have been tuning into webcasts and webinars to gain and share industry insights from around the world in these unprecedented times. Each time, I’ve observed a sense of community on a global scale that has emerged from the Covid-19 crisis, as experts are openly sharing opinions and advice on best practice when it comes to corporate communications. Those who, not long ago, were competitors are now akin to colleagues in a wider sense as we are all part of the same new norm.

Without a doubt, the resounding advice in the communications industry, when it comes to all forms of business communication, is to ensure that messaging is reflective and considerate of the current climate.

For brands, whether the businesses are still open, have scaled back or have temporarily closed, it is important, now more than ever, to be empathetic, show the value of connections, and continue developing relationships with key stakeholders. 

For team members within businesses, it’s a reminder for everyone to sing from the same hymn sheet in their communications.

To achieve consistency in any business during the pandemic, when communicating with stakeholders it is advisable to either directly or indirectly acknowledge Covid-19; lead with care and concern – ignoring the crisis completely is not advised; tailor marketing, sales or other promotional communications to ensure it is sensitive to the current environment; provide relatable information; show empathy and understanding; and refer to reliable external sources. Research shows the media is the most trusted entity for sources of information.  

As we continue to work in a changed world, open dialogue is vital for businesses in relation to communication with both internal and external audiences.  Being connected with peers, colleagues, customers, suppliers and other stakeholders, will make all the difference while we continue to adapt to the new norm. The traditional phone call and online networks are increasingly fundamental for staying connected in today’s world.

Maintaining and nurturing relationships is not only good for business, but also helps combat isolation. And, ultimately, we will all benefit as these uncertain times hopefully lead to better times.


Orla Clancy is a freelance consultant in communications, strategy and stakeholder engagement. She has over 11 years of consultancy and in-house experience and represents organisations on an international, national, regional and local level.

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