How Strategic Communicators think

strategically in a time of crisis

By Hannah Ossip

LVMH IN A TIME OF CRISIS

The spread of COVID-19 has caused stress and panic across the globe. Leaving many people, as

well as companies in a time of crisis. Some businesses are completely shutting down while

others are still in operation but are finding safe ways to do so and some are even helping during

this time such as LVMH - the french conglomerate behind Louis Vuitton, Fendi, Christian Dior

and more. LVMH announced that factories will shift their focus to producing free hand sanitizer.

LVMH is effectively showing how they are actively

engaged in this battle with COVID-19. LVMH has stayed

active on their various social media platforms to constantly

keep their consumers updated and aware of the work they

are doing. This positively effects audiences thoughts,

feelings and actions towards LVMH. They will think more

positively about LVMH as a brand because of the work they

have done, they will feel respect and they will want to take

action to support this company. LVMH also brings a special

feeling of belonging and a sense of unity within their

LVMH family by striving to create workable home office spaces to adapt to their new normal.

They shared this with audiences by posting videos of all the employees on video chat, showing

they are all in this together.

In the short term, these tactics serve the front line of those fighting against COVID-19 and those

who are suffering from it. LVMH states that they have “mobilized on all fronts to help in the

effort to fight the disease.” Not only have they been focusing on producing hand sanitizer but

they are now making face masks and gowns as well. In the long term

these tactics will show their audience that in a time of hardship,

LVMH knows how to respond and be sympathetic with those

struggling in a time of crisis. This will positively reinforce people to

want to buy from LVMH.

I think LVMH is an amazing example of what good a company can do

during a time of crisis. So I absolutely think their tactics are effective.

LVMH as a company has the resources to make and provide these

products to the front line so I would do the same if I were working for them.

NIKE IN A TIMES OF CRISIS

Nike during this time of crisis is offering their workout app for free as COVID-19 keeps people

indoors. COVID-19 has forced people to stay inside, changing daily routines which for many

included going to the gym or a workout class. Nike

offering their workout app for free shows how

compassionate they are during this time. Many

people are losing their jobs or do not have the same

income as they usually do, so by Nike making their app for free it shows they care. This makes

people think positively about Nike during this time of crisis as well as feel motivated to use their

app and workout which promotes taking action.

The purpose of Nike’s com tactics are to show they are there for people during this time of crisis

and willing to accommodate or change their ways during this time. The purpose of this in short

term is to allow people an outlet during this time to workout through various workout class

provided by the Nike app. The long term goal is to promote Nike as whole because the more

people who use and enjoy the app when it is free, the more people will want to continue to use it

once the crisis is over. Not only will this increase brand awareness of the workout app but people

will respect Nike as whole by the way they reacted during a time of crisis. I think this is very

effective so I would do the same if I was apart of Nike to show my care and support for

everyone.

PERSONAL THOUGHTS

I think any brand or organization should communicate what they are doing to take action.

Whether that is closing down their retail stores until further notice or reimbursing their

employees during this time. I think it’s important to show how a company is reacting to this

crisis and how quickly they can react to it. I think it is important to be truthful about the situation

as it comes off more relatable. During a time of crisis, many people want to feel united with one

another so making sure that a company is there for their employees is very important and

valuable for others to see.

I think all media platforms should be used in a time of crisis. In terms of COVID-19, it is

effecting everyone, no matter your background. This means Facebook, LinkedIn, Instagram,

Twitter, and possibly even Tik Tok should be utilized. I would say at least once a week because

people are constantly looking for updates or entertainment in this time of uncertainty.

An organizations goal should be to be open with their audience. Giving them updates on what

they’re doing as a company, whether they’re taking action or staying at home. Organizations

have the opportunity to use their voice to inspire and support people during this crisis.

I believe the lessons we can draw if in 30 years we find ourselves working to communicate in a

“time of crisis” is to respond fast and continuously. You don’t want to be the last organization to

respond. Also, if you have the resources find ways to help during the crisis, a little help can go a

long way.

Research’s overall nature plays a major role in affecting the strategic communicator’s decision-

making process. We must research the whole of a company’s marketing process in order to

uncover the findings and insight. When it comes to the process, you have to think of creating

strong questions that will lead to the information you want. Companies must think about what

their consumers need during a time of crisis.

Research is also not just about finding or stating facts, it’s about making meaning and then

actionable recommendations based on insights. Without insight, brands will never be more than

their products and will never fully understand how a consumer reacts, which is essential when
acting in a crisis. Research’s sole purpose allows us to educate, explain, learn about causality,

predict, solve and optimize/improve. Predicting, solving and improving are key purposes when it

comes to a crisis. If we do the correct research we can predict the right action which will allow

us solve the issues, therefore improving our overall brand or organization.

Lastly, there are many principles and concepts that directly relate towards these examples. One

being media fragmentation; it’s hard to a reach a mass audience so brands and organizations

must find ways to engage through multiple forms of mediums. Especially during a crisis, brands

must engage in all forms of social media in order to

reach all different audiences effectively. We saw this

directly with LVMH and Nike, they made sure to

communicate with their consumers through various

mediums to reassure and communicate.

‘Acts not ads’: How firms should market themselves during the

coronavirus crisis
This article stresses the importance of when brand promotion becomes too much or is considered

inappropriate during a crisis. “There’s a very fine line between being helpful and flogging stuff

on the back of a crisis,” Ian Henderson, chief executive of ad agency AML Group, told CNBC.

However, the article also talks about how people will be spending more time at home so there

will be more opportunities for people to see advertising. “Brands are shifting towards screens,

which makes sense. Phones will be on no matter what, TV viewership is already higher than

normal as peoples are indoors more,” according to Michael Scantelbury, founder at London ad

agency Impero, in an email to CNBC. As we saw with the two examples I gave, LVMH and

Nike, made sure to target all different mediums which is important to do during this time to make

sure to reach all various types of consumers.

The article states that it’s critical businesses tread extra carefully. “A brand’s relationship with its

customers is always important, but it has never been more critical than it is today. In

circumstances like these – which are frightening, uncertain and rapidly changing – clarity and

reassurance is demanded,” Tammy Einav, CEO of ad agency Adama&eveDDB told CNBC. One

example she gave was how some U.K supermarkets have given health-care workers dedicated

shopping time. This is similar to how LVMH is making hand sanitizer and protective gear for

healthcare workers, showing they care.

Sarah Douglas, CEO of AMV BBDO in London suggested there are two ways brands can go in

the crisis. “The first is in practical help. Acts not ads. So we have seen this with Bacardi which is

using distilleries to make hand sanitizer, Guinness which has pledged funds to bartenders, Essity
which is in the process of switching some manufacturing to facemasks for health care

workers…” Again, this is similar to LVMH which has shifted during this time to make products

to help healthcare workers.

A focus on joy is another way to communicate. “Brands have always had a hugely significant

role to play in driving culture and this is ever more relevant in times of crisis.” A brand’s culture

is extremely vital so knowing the right ways to communicate that specific brands message to its

culture is essential during a crisis.

Brands have the opportunity to use their voice during a time of crisis and show their consumers

they not only care but are taking action.