Free Communications, Marketing and Digital Helpline – FAQ

Free advice to businesses who must rapidly adapt to a dramatically changing market in the face of the COVID-19 pandemic.

These are drastic times. As we stay apart in order to band together, our global efforts of social distancing are having significant impacts on the way we do business. If we’re not careful, smart, strategic and creative, this crisis could see many small businesses close their doors; or see larger organisations with anxious employees/suppliers/clients.

But we believe in the creative power of the human mind. We know that if we put our heads together, we can come up with creative and innovative solutions to help many businesses come out the other side of this.

To do our bit, we’re launching a free virtual helpline for marketing, communications, and creative advice. Whether you have questions about digital marketing, content creation, public relations, client or employee communications or change management, we’re here to help our community communicate and respond as best they can in this changing climate.

The helpline to submit questions is available via the form below.  We’re also hosting weekly live Q&A sessions via Zoom – you can register here.  We’d love to see you there. (We’re all working from home so it’ll be hosted from a laptop in the suburbs with our team distributed around Brisbane.)

Submit your question to our Free Virtual Helpline using the form below:


Your questions answered

WORK IN PROGRESS – FAQ will be filled in as questions are submitted.   Please note that our team members are providing their support to you free of charge.  We’ll set aside 1-hour each day to review questions and send responses.

Digital Marketing

It is important to consider your messaging and distribution strategy carefully at this time as the digital and print media is very full of Coronavirus news. Consider how your organisation can be of assistance and if your good news demonstrates how you are well placed to help.  The link between your news and Coronavirus needs to be genuine and compelling to ensure you do not appear opportunistic nor indifferent.  

If you do decide that your news is genuinely appropriate at the moment our suggestions would include: 

  • Write a media release and share it with relevant media in the industries you are targeting  
  • Self publish an article on your own website/blog and also make sure there is a feature on your home page 
  • Self publish an article on LinkedIn 
  • Create a post on social media 
  • Consider setting up a paid digital campaign, advertising on social media such as LinkedIn, Facebook or Instagram (platform depends on who you are trying to reach) 
  • Use testimonials from existing clients or users 
  • Send an announcement via email to your existing database encouraging them to share the news with their networks 
  • Depending on who you are trying to reach it is important that in any of the communications or advertising activities you have a clear call to action so that you can capture people’s interest quickly. This could be a landing page on your website with a form to convert; it could be a form or other call to action within the digital advertisement itself (i.e. a Facebook form, Facebook callback button) 

Great question that I’m sure we are all feeling right now.  Our advice is that yes, you should be doing digital marketing, however make sure that what you are sending/posting/publishing is relevant to your audience right now.  In short:

  • Make sure you are addressing a need with your communications
  • Make it creative and engaging
  • Send it to the relevant people
  • Don’t pop up out of the blue in someone’s inbox unless it is going to make sense for their current situation.

See 17:48 – 18.40 in this recorded webinar for more on this question.

Internal Communications

Keeping employees feeling secure in these rapidly changing times is a continual challenge.  Reassure your staff by communicating useful information quickly and regularly in a calm, honest and succinct way.   It can be helpful to develop a communications plan and we have created a COVID19 Internal Communications Plan Template free for you to use which will guide you through this process.  Key things to consider are:   

  •  Identify the purpose of your organisation and how this is threatened by the crisis.   
  •  Identify the actions you need to focus on, linking them to your key purpose. 
  •  Identify your crisis communication team.  Nominate a respected senior member of staff as your spokesperson.  Your team may include members of communications, legal, information technology, human resources and health and safety teams.  
  •  Identify the channels you will use to communicate with your staff.  These may include email, text messaging, phone, intranet pages, online collaboration tools or physical messaging.  Ensure that the channels you select are accessible by staff who may be unable to access online systems. 
  •  Determine the frequency of your communications on each channel.  How will you keep your staff informed without overwhelming them. 
  •  Consider two way communication, let employees know how to contact you to ask questions or raise issues.   
  •  Create a central location for information on your intranet or in a fact sheet that can be emailed to staff without access to the intranet.   
  •  Brief your line managers, let them know what to say and how to help their team members.   
  •  In the case that staff may have to be laid off communicate quickly and clearly, directing people to both internal and external support services. 

Reassure your staff by letting them know how they you will support them while providing prompt and consistent advice on their role and responsibilities connecting their actions to the wider purpose and aims of your organisation.   

 

Marketing

It is important to consider your messaging and distribution strategy carefully at this time as the digital and print media is very full of Coronavirus news. Consider how your organisation can be of assistance and if your good news demonstrates how you are well placed to help.  The link between your news and Coronavirus needs to be genuine and compelling to ensure you do not appear opportunistic nor indifferent.  

If you do decide that your news is genuinely appropriate at the moment our suggestions would include: 

  • Write a media release and share it with relevant media in the industries you are targeting  
  • Self publish an article on your own website/blog and also make sure there is a feature on your home page 
  • Self publish an article on LinkedIn 
  • Create a post on social media 
  • Consider setting up a paid digital campaign, advertising on social media such as LinkedIn, Facebook or Instagram (platform depends on who you are trying to reach) 
  • Use testimonials from existing clients or users 
  • Send an announcement via email to your existing database encouraging them to share the news with their networks 
  • Depending on who you are trying to reach it is important that in any of the communications or advertising activities you have a clear call to action so that you can capture people’s interest quickly. This could be a landing page on your website with a form to convert; it could be a form or other call to action within the digital advertisement itself (i.e. a Facebook form, Facebook callback button) 

Public Relations

It is important to consider your messaging and distribution strategy carefully at this time as the digital and print media is very full of Coronavirus news. Consider how your organisation can be of assistance and if your good news demonstrates how you are well placed to help.  The link between your news and Coronavirus needs to be genuine and compelling to ensure you do not appear opportunistic nor indifferent.  

If you do decide that your news is genuinely appropriate at the moment our suggestions would include: 

  • Write a media release and share it with relevant media in the industries you are targeting  
  • Self publish an article on your own website/blog and also make sure there is a feature on your home page 
  • Self publish an article on LinkedIn 
  • Create a post on social media 
  • Consider setting up a paid digital campaign, advertising on social media such as LinkedIn, Facebook or Instagram (platform depends on who you are trying to reach) 
  • Use testimonials from existing clients or users 
  • Send an announcement via email to your existing database encouraging them to share the news with their networks 
  • Depending on who you are trying to reach it is important that in any of the communications or advertising activities you have a clear call to action so that you can capture people’s interest quickly. This could be a landing page on your website with a form to convert; it could be a form or other call to action within the digital advertisement itself (i.e. a Facebook form, Facebook callback button) 

This was at first a tricky question, however after discussing with our team and consulting with some trusted journalists our advice is to hold off if it is not truly breaking news and/or it doesn’t have a genuine link to the current situation.

  • Don’t be opportunistic: Avoid making tenuous Coronavirus related announcements that do not have a clear connection as it will look opportunistic
  • Monitor the headlines over the next few weeks and determine if you think there is appetite for your story

Consult with trusted journalists in your sector to gauge their interest.

Tools

There are several helpful online tools for events these days.  Some of the ones we like are:  ZoomEventbrite and Sli.do.

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