6 GOOD REASONS TO COMMUNICATE IN TIMES OF CRISIS

During economic downturns, companies try to preserve their profits by cutting costs. Naturally, communication budgets are often the first to be cut in such a situation.

So here are some very good reasons not to give in to the general gloom, because it can't be said often enough: crises are opportunities to be seized.

1 – Good news, share of voice is cheaper!

When growth slows, your competitors communicate less, so share of voice is cheaper in two ways: advertising space can be negotiated at better rates, and the impact of your messages is multiplied by the absence of competition.

2 – Consumers want information even more

Times of crisis are conducive to rethinking choices, changing habits and new trade-offs. It's therefore very important to satisfy consumers' increased need for information and guide them through these choices.

3 – Set a course internally

A company's employees drive its external image, so it's more important than ever to put them at the heart of the company's communication and keep them informed. It's a way of setting the course and encouraging the company to surpass itself.

4 – Investors are listening too

Investors are very sensitive to what companies say, since it testifies to their competitiveness, their health and above all their motivation. Silence, on the other hand, is often interpreted as a sign of flagging business.

5 – This is the time to cultivate your brand

Giving meaning to your brand and your business by asserting your values is a message more likely to hit the mark in times of crisis, because it stands out from the majority of commercial messages focused on price. It's a good way of asserting your positioning.

6 – You'll bounce back faster after the crisis

In the long term, maintaining regular communication encourages a much faster and easier recovery in sales after the crisis; after that it will be too late, as the lines will have moved.