In consideration of the current COVID-19 pandemic, the news seems entirely saturated with discouraging content. Naturally, this has deterred lots of individuals and organizations from inserting their voice into the conversation, perhaps because they fear it would be inappropriate to discuss something besides the current crisis or think there’s nothing relevant to contribute. However, a crisis does not mean that voices should shut down from sharing. Rather, they merely must shift what they share.
While it’s true that updates on COVID-19 need to be discussed and it is equally critical that consumers pay attention, what’s happening now highlights how the need to share other news is not negated by terrible circumstances. Now more than ever, this is a time for brand voices to speak up instead of stepping out and consider creative ways to continue speaking to their audiences.
For instance, between all the stories of people contracting sickness, losing money or missing out on long-awaited events, there are so many stories of people stepping up and making sacrifices to fill pressing needs. The valiant efforts of everyday heroes to help during this time still have a place in the present news cycle.
This is reminiscent of a wonderful Mr. Rogers quote: “When I was a boy and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.’”
It is essential to give people hope by sharing stories of the helpers, especially during times of crisis. Some may fear that it is insensitive to keep sharing good news when there is so much devastation. In reality, it is during difficult days like these when sharing relevant encouragement is most appropriate.
Some real-life examples include Christian thought-leader Autumn Miles using her platform to encourage collective prayer and fasting during COVID-19, pastor and author Allen Jackson spending his time at home to share daily prayers of encouragement, Answers in Genesis providing online access to their museum galleries and Faithlife sharing content to help pastors move their churches to be fully online.
As the crisis continues, brainstorm ways to use your organization’s resources or individual ability to help a hurting world. Perhaps it means offering services at a free or heavily discounted rate or sharing encouraging stories of joy. Times of crisis can shape and cement your brand voice; how will you ensure that you establish a brand voice of hope during difficulty?