Amidst today’s global COVID-19 pandemic, companies worldwide have all been launched into some sort of crisis mode to stay relevant and communicate effectively with key stakeholders. And those who do it well, like Eddie Bauer, even shift business to directly support in the fight to stop the spread of the disease.

Last month I tuned into Leger’s webinar series to listen to an episode called Crisis Communications In Uncertain Times. Leger’s Executive Vice-President, Dave Sholz sat down (virtually) with Dr. Terry Flynn, PhD; APR; FCPRS; Program Director, Master of Communications Management, McMaster University to understand how great companies are communicating during this time to stay relevant, and well, in business.

Flynn broke it down by the major phases of a crisis: warning/risk management, response, recovery, rebuild and recalibrate. Currently, we are in the recovery stage and I believe the most interesting, especially from a communications perspective.

The recovery period is unique to each crisis but particularly interesting during this pandemic. In most cases, for those involved in the recovery period, there is at least a distant view of going back to business as normal, but with COVID-19 it is clear that life won’t be the same with many asking – what will the new normal look like?

This is a time for organizations to understand, not only how they exist in today’s new normal, but how they will operate moving forward. Businesses are faced to evolve and adapt, and the role of communications has proven to be more essential than ever before. It is now, that communicators are not only being called to sit at the table but to lead the force.

Cole Douglas is an Account Manager for APEX PR.

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