Communication in Times of Crisis
Letter to businesses
“In times of crisis, there is an even greater need to communicate.”
Communication is the foundation of connections, emotions, and relationships.
And in this period of strong uncertainty and lack of trust, the communicative role of brands is under the spotlight.
Many companies have suspended their production and distribution activities, while others are proceeding cautiously.
Certainly, it is not easy to focus on communication during this delicate time.
Even under normal conditions, language carries significant weight, and attention to the message being conveyed must be at its highest.
Well, in crisis situations like this, the risk that even a single comma could backfire is very high.
There are no perfect recipes, just as there is no absolute truth.
And indeed, during these times, we have observed some rather questionable communication strategies...
But on the other hand, there have been (and not isolated) **examples of communication** that are nothing short of excellent. **Superb**.
And the appreciation of the public for these brands of excellence has revealed itself in all its magnificence.
It is clear that a clear change in tone of voice, content, and above all in approach and communicative purpose is needed.
But if the recipe is the right one, the result has proven to be more than rewarding.
The website is the business card and global showcase of every activity, person, and organization today. The underlying problem is that we are now overloaded with information and alternatives.
Try searching for “women's t-shirt” on Google, and you’ll see 29 million results and related pages. If you have a women's clothing store, you might be thinking: how will users ever find me among 30 million results?
That’s a great question. It’s the question we all ask when we publish something online. Method is needed.
How to attract traffic to the site
Let's think about the advertisement that has become the most famous during the Covid-19 times: #TheNewHumanity, the Lavazza manifesto.
A monumental ad, inspired by the speech taken from the timeless masterpiece by Charlie Chaplin: the “Great Dictator.”
This campaign by Armando Testa recorded over 25 million views.
Impressive numbers that highlight how strong the need for poetry, kindness, and values is for consumers right now.
Hope is needed, stories of courage are needed. The hope that “everything will be alright.” Hard to believe today.
The pandemic is passing, but the crisis is feared to have just begun.
And it will be for this reason that what has moved the public are not messages of false hope, but rather messages of hardship and the courage to react, to fight.
The outstretched hand of the Brand, which takes that of the consumer to make them feel understood and supported, is there.
And if possible, try to make a concrete contribution.
We mentioned Lavazza and the success of its monumental campaign.
We cannot fail to mention the designer Giorgio Armani.
Who, in the world of fashion and luxury, has managed, like no other brand, to put his face out there.
He didn't launch an ad, a campaign. He "did" something. And that something turned into a media phenomenon.
During the full lockdown, he reconverted his Italian facilities to produce disposable gowns for the personal protection of healthcare workers engaged in combating the coronavirus.
Everywhere, his gesture of solidarity has been known, commented on, and appreciated.
Kindness and harmony are needed.
During the lockdown, we all gave up our personal freedom.
Now, although we are outside, we are slowly returning to normal, which is no longer the same.
Relationships and encounters with the Brand are often daily occasions that we don't experience solely in terms of purchases among the shelves.
Touch points are increasingly diverse and extensive.
We interact with companies by browsing social media, flipping through a magazine, or watching television.
This is certainly one of the aspects that complicates communication between brands and consumers, especially today.
The messages must be composed and then orchestrated, creating melody among the channels and avoiding dissonance.
It’s the time of Brand Identity.
Making one's voice heard during this time is essential for the Brand.
The silence is unacceptable..
But the voice must be that of the Brand.
Products and services in the background: the message that the public expects is the institutional one, from the company that communicates its values and provides support.
This is an exceptional moment to build or rebuild your Brand Identity.
Because the audience of today, who tomorrow will return to their roles as consumers, will purchase thinking about the values that the company has managed to convey.
The emotions that the Brand has managed to convey and communicate will translate into direct and inseparable associations with its products.
The perfect combination is that between values and value.
And those Brands that today have been able to sow values will certainly reap value tomorrow.
The perfect combination is that between values and value.
And those Brands that today have been able to sow values will certainly reap value tomorrow.
Find a way to launch a message that can leave a mark today.
If the message is right, you will have seized the opportunity to build an indelible identity.
English (UK) 
Italiano