covid-19 Archives - Wellons Communications

What’s ahead for marketing and PR in 2021?

Posted on December 21, 2020 by Wellons team

The new year is almost upon us and, with the pandemic still raging full-bore, it is challenging to try and look too far ahead.

As difficult as it is to forecast the future, making preparations for what we can reasonably believe will happen in the upcoming months is a must. None among us, of course, has the ability to precisely predict, for example, how consumers will respond when COVID vaccination peaks in the springtime or how businesses will respond to a new presidency.

There are, however, certain characteristics we consider as we develop marketing and public relations approaches for the immediate future.

Recognize the increased emphasis on health and safety

A recent Consumer Index Report by Ernst & Young reports that 26% of consumers surveyed prefer brands and products they trust to be safe and minimize unnecessary risks. Fifty-seven percent say they now pay more attention to how healthy the products they buy are for them.

So how does this translate to your business?

First of all, it means that consumers will continue, at least until they feel less threatened by COVID, to deal remotely. Projected even further, that means that your business must make it as easy as possible for your customers to do business with you. Outdated software or barriers for people to reach you or conduct business with you can be a deterrent to retaining existing customers or attracting new customers.

Upgrade your ability to connect with your customers online

According to an eMarkerter report from June, the average U.S. adult will spend 23 more minutes on smartphones per day in 2020—and that was in June!

We are socializing, working, shopping, and more—online. It’s not just Gen Z and Millennials anymore; it is all of us.

Though digital fatigue is real, there are certain digital experiences to which consumers are growing increasingly accustomed, like buying online and picking up in a store, curbside pickup or home delivery. Your website and social channels are now the front door to your brand or business. Looking ahead into 2021, this may translate to tactics like brief virtual events, online channels and creating video content to tell your story more effectively.

Keep you staff’s tech skills equal to those of your customers

The COVID threat has accelerated behaviors with a speed that no one could have forecast. Business professionals routinely conduct Zoom meetings, and youngsters attend classes without showing up in a classroom. People attend exercise classes online and talk to their doctors in virtual visits. The scale and magnitude of these changes is absolutely staggering.

This huge shift in behavior means your employees, particularly those who are in frequent contact with your customers, need to clearly understand how to work the levers of tech interaction.

So how to upgrade your staff’s tech skills?

Some people are resistant to new technology because they don’t see how it’s any better than the current system. Your employees may be thinking, “If it ain’t broke, don’t fix it.”

The problem with that attitude is that they may not realize how broken the current system is.

If you want your workforce to be more tech savvy, you have to make them want to be more tech savvy. It’s never easy to get people to do things they don’t want to do.

Start by showing them how your technology will make their jobs easier. Just saying it will benefit them may not be enough.

Have them work side-by-side with someone who has embraced the technology. Your tech-savvy employees can demonstrate how easy it is to use and how it will simplify their job.

And, finally, look to the future with confidence

All of us want to return to “normal,” but, realistically, we must recognize that “normal,” will never be the same at it was before COVID.

Even after suffering through the ravages of a pandemic that none of us ever could have anticipated, Americans still possess a tough, resilient spirit that is seeing us through a period of uncertainty.

Given the exceptional abilities that have made our nation the leader of the free world, we find a way to create and prosper in a new normal.

No one, of course, can accurately predict what a new normal will look like, but by examining and responding to trends that are manifesting themselves in the marketing world, we can be better prepared for what is coming and how to adjust to it.

Happy holidays to all and a safe and prosperous 2021

We wish all of you a happy – and safe – holiday season. And we join each of you in hoping that we turn the corner toward an even more positive life as we will know it once the pandemic is behind us.

Reopening communication tips for businesses after coronavirus

Posted on May 6, 2020 by Wellons team

As the COVID-19 pandemic was making headlines earlier this year and businesses began to close, there were many questions as to how businesses should communicate to customers. Now, as states across the country slowly begin to open up again, there will be many more.

Truly, what you do as a business and how you treat people during a crisis will be remembered. If you do it right, you can win and grow market share. If you do it wrong, the reverse is also true. It is imperative that businesses—regardless of industry—have a reopening plan for communications as well as operations.

The first step to reopening should always be following official guidance and doing your absolute best to ensure your staff and your customers or guests are safe. When you have that plan in place, consider the steps below to optimize your reopening communications.

Update your info. If your guests don’t know what your hours are or even if you are open, they definitely can’t visit, whether for takeout or in-person. Check Facebook, Twitter, Instagram, Yelp, TripAdvisor, Google and your own website. Search your business, and check the results. Does everything have your current hours and operations correctly listed? If not, fix it.

Communicate to your customers. You might be scared about blowback, or nervous that with new operations, you’ll be totally overwhelmed by customer demand when you reopen. But your customers still need to know what’s going on. Tell them! Update your website to reflect your new procedures, post on social with regular updates, or send an eblast. Again, if your guests don’t know how you’re operating, they can’t visit.

Be extra responsive. People are going to have questions, and they are going to have opinions. Now is the time to spend more time on call to answer those queries. Monitor your social media inboxes, your email inboxes and your phone line. It might help to brainstorm a few frequently asked questions and create a set response so everyone who is replying stays on message.

Monitor the situation. This is a crisis, and there will be a harsher spotlight on your business now than ever. People might not agree with your operating procedures, or they might not feel they are getting the same experience because of them. Now is the time to deploy your best social media listening tools. Monitor conversations you are tagged in or that mention your business and be prepared to respond in a way that diffuses the situation.

Stay top of mind. It’s not business as usual, but find ways you can continue to communicate with your guests. Post on social media. Send an email. There are a lot of messages flying around out there, and you need to ensure you are staying top of mind.

Learn from this. Did you do anything during the crisis that worked well? Perhaps you started a weekly virtual series, or deployed an awesome family meal deal. What can you continue to do even in reopening that would help move the needle?

We know you’ve heard this many times over, but these are unprecedented times. It can be tough to walk the line of communication during reopening. We hope these tips help, but if you have questions or are feeling overwhelmed, don’t hesitate to reach out.

We, too, are a small business navigating this crisis. We can be your Orlando public relations partner, whether you are a restaurant, attraction or B2B company. Email Will at will@wellonscommunications.com or call 407-462-2718 and let’s start the conversation.

Facing coronavirus: How to craft business communications during crisis

Posted on March 16, 2020 by Wellons team

Like many of you, we at Wellons Communications have been closely following the developments related to COVID-19, or coronavirus, over the last week. We have been in constant contact with our clients through this time, helping them craft communications to employees and customers and take the right steps for them to share their messages.

Truly, none of us have faced such a widespread, global challenge before. Even so, as businesses craft essential communications during this time, general crisis communications cornerstones still hold true. If you’re a business that knows it needs to communicate but doesn’t know what, exactly, to say during this time, follow these guidelines that can be used in many crisis situations.

Be honest and direct with your customers and employees. Honesty is definitely the best policy when crisis hits. You have thought long and hard about what to do at your business to keep your customers safe, and you have put procedures into place. Telling your customers and employees about those plans in a clear way is the best thing you can do to reassure them when times get tough.

Show your support. It’s pretty simple—do the right thing. You care about your customers and your employees. Show them that you’re standing with them and doing everything you can to meet their needs and keep them safe.

Don’t be afraid to overcommunicate. At times like these, you really can’t overcommunicate. COVID-19, particularly, is a fluid situation. Where we are today with this crisis is worlds away from where we were a week ago, and a week from now might be even more different. Provide updates as things change with your business, and be timely about those communications.

Be consistent. When you have drafted a message that conveys the above points, don’t forget to carry it across all platforms. If you’ve drafted a letter or eblast, create a social media response plan that picks up the main points. If you have a social post, think about a suggested reply for employees answering phone calls or emails, as well. Make sure your messaging is aligned.

Be careful about making light of the situation. When we’ve reached a crisis level, the situation is serious. Look at your communications through a different lens, ensuring all your messaging conveys the gravity of the situation. You should also be wary about any messaging that comes off as trying to sell something. You don’t want to appear to be taking advantage of a serious situation.

Few of us were likely prepared for a situation like what we now face with COVID-19, but all businesses should have a crisis communications plan for situations like this. Whether you and your business are facing a natural disaster like a hurricane, an accident or tragedy or a global health crisis, the steps are generally the same—and you should have a plan.

If you need help getting started, don’t hesitate to reach out. We have extensive experience in crisis communications and messaging, and we’re here to help.