When a crisis occurs that affects a brand or a company, marketers need to respond quickly and correctly instead of being driven by panic and uncertainty. Sophia Le writes on MarketingProfs.com that it is critically important to "plan ahead and create a framework or process that prompts you to craft the right message to your customers—even if you're under stress." Taking a lesson from the Coronavirus pandemic, Le references the framework used by the Centers for Disease Control and Prevention (CDC), called the "Single Overriding Communications Objective" (SOCO). It consists of these five questions:
- What is the primary message?
- What do you want recipients of the message to do?
- What groups of customers need to know about this?
- What facts or data support the message?
- Who is the spokesperson of this message?
Le walks through each of these questions as if a B2B company has had a data breach -- not uncommon these days. Read her insightful article here: https://www.marketingprofs.com/articles/2020/43418/how-to-effectively-talk-to-your-customers-during-a-crisis? (Free registration required.)
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