December 16, 2024

How to Market During a Crisis?

Marketing strategies work when they’re relevant, relatable, and timely. In times of crisis — whether a war, global pandemic, natural disaster, or economic downfall — it becomes even more crucial to strike the right balance in your messaging.

Acknowledging the situation, adapting your strategies, and connecting with your audience at the most human level possible can make all the difference during unprecedented times. When done right, marketing during a crisis can build trust, convey empathy, and demonstrate that your brand is aligned with your customers’ needs and concerns.

Partnering with a Los Angeles fully integrated marketing agency or a New York public relations firm can help your business craft thoughtful strategies to stay connected with your audience during times of crisis.

Here are some essential dos and don’ts of PR and marketing efforts during times of crisis.

Dos of Marketing During Crisis

Do Keep Your Audience in the Loop

Keep your audience informed about how the crisis is impacting your business. Transparency builds trust, so you’ll want to be upfront about both the challenges and opportunities you’re facing as a company. For example, during the COVID-19 pandemic, were your brick-and-mortar stores required to shut down? Did you pivot to selling products or offering services online?

Service providers, such as law firms, should also be a resource for their clients during turbulent times. As an example, immigration law firms may want to communicate immediate steps clients should take to navigate the election outcome.

Clear communication keeps your customers engaged and helps manage their expectations. By sharing updates, you demonstrate accountability and show that your brand is proactive in adapting to the circumstances. You also open the door as a resource for clients struggling with business changes themselves.

Do Restrategize Your Marketing Efforts

A crisis calls for a reevaluation of your marketing strategies to ensure they remain relevant and sensitive to the situation. Review your campaigns, messaging, and overall marketing approach to align with the current realities your audience is facing. Focus on value-driven content that addresses their needs, concerns, and emotions during this time.

For instance, a luxury brand may shift from product promotion to community engagement strategies. A thoughtful and flexible approach to your marketing can help your brand succeed and stay connected with potential customers.

Do Show the Human Side of Your Brand

Especially during times of crisis, authenticity, and empathy resonate deeply with your audience. Highlight the human side of your brand by sharing stories of support within your team or community.

Whether it’s posting content of your employees working together, celebrating acts of kindness, supporting a cause related to the crisis, or simply expressing solidarity, these actions help humanize your business.

Don’ts of Marketing During Crisis

Don’t Ignore the Elephant in the Room

The last thing you want to do is ignore the crisis altogether. Failing to acknowledge the situation comes across as tone-deaf and can create a disconnect between your brand and its audience.

Instead, address the crisis with authenticity and empathy. Making thoughtful connections between the circumstances and your products, services, or mission demonstrates that your brand is aware, relevant, and human.

Don’t Stop Publishing Content

Consistently sharing content shows your audience that your brand is active, current, and dependable — even during a crisis. While you may need to adjust your tone and messaging or shift your focus to align with the situation, releasing a steady flow of content keeps your audience engaged and reassured.

For example, you can shift from promotional material to content that provides value, such as tips, resources, or updates related to the crisis. The key is to adapt, not pause, so your audience knows they can rely on your brand as a consistent source of support or inspiration.

Don’t Make False Promises

With a crisis likely comes change and instability. It might be tempting to reassure your audience with promises of normalcy, but it’s important to avoid making unrealistic commitments that you can’t deliver.

For example, shipping delays or service disruptions may be unavoidable, and pretending otherwise can damage your brand’s credibility.

Rather than promising perfect service or immediate solutions, focus on transparency and honesty by communicating clearly to your audience. It’s better to underpromise and overdeliver than to set expectations too high and fail to meet them.

Contact Our PR and Brand Marketing Firm

Crisis, whether internal or external, is inevitable. While it may be tempting to avoid the issue, it is important to recruit crisis marketing professionals to help successfully navigate the situation without tarnishing your business’ reputation.

At Horowitz Agency, we specialize in marketing for law firms, and we rank as one of the top public relations and brand marketing firms in Los Angeles, New York, and Vancouver. Our team has years of experience and the results to back it up. Contact our offices today to discuss your crisis marketing needs.