{"id":70068,"date":"2020-04-09T13:54:57","date_gmt":"2020-04-09T12:54:57","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/five-lessons-from-our-clients-during-crisis\/"},"modified":"2025-03-07T17:10:51","modified_gmt":"2025-03-07T17:10:51","slug":"five-lessons-from-our-clients-during-crisis","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/five-lessons-from-our-clients-during-crisis\/","title":{"rendered":"Five lessons from our clients during crisis"},"content":{"rendered":"

Every business is being asked to learn quickly at the moment. There\u2019s a fair bit of trial and error going on, but we\u2019ve been impressed by how rapidly our clients are adapting to the evolving situation.
\nWorking with such a broad range of clients has given us plenty of insight into different responses to the crisis. Here are some lessons our clients have learned as they\u2019ve stepped up to the challenge.<\/p>\n

Lesson 1 \u2013 Hubs help<\/strong><\/h3>\n

A dedicated spot on a website for coronavirus-related content works well. We\u2019ve seen clients create portals for sharing insights and expertise, as well as hubs for service information.
\nHaving one go-to space makes it easy for customers and clients to find the information they need quickly. It should also be easy to redistribute the content later when it\u2019s no longer front and centre of our minds.
\nBut there is another lesson to be learned from creating a portal \u2013 it needs new content all the time. With the situation changing daily, content can quickly go out of date. So, if you decide to create a portal, you\u2019ll need a strategy for how you\u2019re going to keep it populated and up to date.<\/p>\n

Lesson 2 \u2013 Changing tack might be the answer<\/strong><\/h3>\n

A few of our clients have found they needed to change tack. Content that worked four weeks ago won\u2019t necessarily work now. Some clients are using their content differently by focusing on more relevant subjects. Others are putting projects on hold to focus on more urgent communications.
\nIt\u2019s important to stay agile during a crisis. Changing your approach might be the most appropriate action, but our guidance is to be careful around the tone of voice. Although you may need to flex your tone to be more serious (this is not a time for tongue-in-cheek), consistency is important during times of crisis and your clients will look for the reassurance of familiarity.<\/p>\n

Lesson 3 \u2013 Share the expertise you know<\/strong><\/h3>\n

We have the WHO, government and BBC News for updates on the pandemic. Businesses should only bring their area of expertise to communications.
\nLots of our clients have nailed this in their content. They\u2019ve been focusing on answering questions that are currently on their customers\u2019 and clients\u2019 minds. By concentrating on what you do know rather than what you don\u2019t, you\u2019ll be sharing insightful expertise rather than making noise for noise\u2019s sake.<\/p>\n

Lesson 4 \u2013 Now could be the time for groundwork<\/strong><\/h3>\n

While some clients are busier than ever, others are experiencing a quieter spell. And some of those with less on their plates, for the time being, are using this time to plan for the future. They are putting in the groundwork now to make sure they can kickstart projects when business starts to return to normal. Some are thinking about the content they need to launch a new website and others are gathering data for insight pieces.
\nBut those with important projects on the horizon are having to think carefully about their communications strategies. Timing and tone are crucial, and we are working closely with our clients to make sure any future launches happen when the audience is ready for it.<\/p>\n

Lesson 5 \u2013 Internal comms should not be forgotten<\/strong><\/h3>\n

Lots of businesses are putting their energy into keeping trade moving, and understandably so. Yet the need to communicate effectively with employees is paramount.
\nPeople may be anxious about their positions. They may be finding it more difficult to stay engaged. They might have questions about the future, which you may not have the answers for. It can be even more difficult to support your team if you are a large company with employees working overseas.
\nSome clients are ramping up their internal comms at the moment to help their employees adjust to their new ways of working. It\u2019s a wise move \u2013 staying in contact and providing support is crucial for keeping staff informed and motivated.<\/p>\n

Lesson 6 \u2013 You tell us\u2026<\/strong><\/h3>\n

Right now, we\u2019re focusing on what we know \u2013 clarity, consistency and a considered approach. It is how our strategists, planners and copywriters have tackled crises in the past. If you need any advice on how to give your clients and customers the reassurance they need, just get in touch.
\nRead our other Coronavirus content here:
\nTone of voice in crisis communications – tips to get it right<\/a>
\nCommunicating in the dark \u2013 Crisis comms you can\u2019t plan for<\/a>
\nBest B2B Coronavirus content we\u2019ve seen<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Every business is being asked to learn quickly at the moment. There\u2019s a fair bit of trial and error going on, but we\u2019ve been impressed by how rapidly our clients are adapting to the evolving situation. Working with such a broad range of clients has given us plenty of insight into different responses to the […]<\/p>\n","protected":false},"author":2,"featured_media":56558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314,503,448],"tags":[494,465,454,460,504],"class_list":["post-70068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy-us","category-copywriting-us","category-coronavirus-content-us","category-digital-copywriting-us","tag-b2b-copywriting-us","tag-communications-us","tag-content-us","tag-copywriting-us","tag-coronavirus-us"],"acf":[],"yoast_head":"\nFive lessons from our clients during crisis - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"Comms in a crisis is never easy - which is why we wanted to share the insights we've learnt from our clients on what to say during and after.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/five-lessons-from-our-clients-during-crisis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Five lessons from our clients during crisis - 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