Five tips to help shape your COVID-19 corporate communications messages

COVID-19 is reshaping the role insurance plays in supporting clients and customers. The industry’s response or lack of it will inevitably shape its reputation in the future. While commentators are shining a light on what the industry is doing or more to the point, what they are not , we mustn’t overlook the fact that many businesses are adapting and responding to the rapidly changing needs of their brokers and clients.

But innovating and going the extra mile to support customers, needs to be supported by clear and concise communication. At a time when everyone is looking for clarity in communication, here are a few tips for ensuring your communications are engaging and delivering results to your clients.

1.      Keep in contact: Brokers and their clients are looking for clarity, answers and support to help them navigate through these difficult times. Now is not the time to be quiet. Being present and visible across your communications channels is crucial. If you understand the needs of your clients and customers, then you should be able to tell them what they need to hear.

2.      Adapting to the new normal: Clients will be looking for certainty and that’s in short supply. We are all changing the way we work to deliver business as usual. Share what you are doing to demonstrate how you are adapting to meet clients’ needs.  

3.      Be concise: With so much information around, make it easier for your clients and customers by being clear and keeping to the point – what do they need to know, why and when. 

4.      Be honest and transparent: It is inevitable that your business is going to change in response to COVID-19 and with it the attributes of your brand. Talk about this shift and help clients and customers understand what’s happening, take them on the journey and share the experiences. A business’s humanity and culture are now a stronger brand attribute than ever before, so authenticity is a real positive contributor to your brand both for now and in the future.  

5.      Share some positivity: We all know these are difficult and uncertain times. Share some of the positive stories happening around the business or in the support you are providing clients. These will go a long way and help build a positive view of your brand. 

To find out how Full Circle and our PR+ approach can help you develop and deliver clear, transparent and impactful communications across a range of channels to engage with your clients please contact us at info@fullcirclecomms.co.uk