Pub. 2 2019-2020 Issue 3

14 A t this writing, the coronavirus pandemic continues in full swing, multitrillion-dollar relief packages are en route from our federal lawmakers, and small businesses from Maine to Malibu are hunkered down, feverishly working to balance safety and service for their customers, co-workers and community. Not exactly another day at the office. Thankfully, common sense — that increasingly rare element of human nature — is richly embedded in the small business owner’s DNA, and it helps to chase the shadows of uncertainty during times like these. Few decision-shaping algorithms have ever trumped common sense. But for those searching for more programmatic practices to help sustain both safety and service during times of crisis, here are some recommendations from our marketing professionals. Keep Your Communications Plan Framed but Flexible Painful as it may be, the coronavirus experience has delivered some valuable lessons for America’s small business operators. Not the least of which is to have a well-framed emergency communications strategy in place and ready to deploy at a moment’s notice. Understand that no plan will be perfect. All require on-the-fly content adaptations to address ever-changing news, policies and crisis circumstances. So, stay flexible on the messaging. But it is vital to have the core framework, tools and technology ready to roll out rapidly. Be trigger-ready. Pa n de m i c Pe rspe c t i v e s: Safety, Service and Smart Messaging During Times of Crisis Michael C. Keenan , Keenan-Nagle Advertising, Inc.