個案資料

With businesses struggling and with marketing efforts toned down for the foreseeable future during the COVID-19 crisis, it’s hard to build a brand. But you can still support your brand’s reputation through thoughtful leadership and treating people right. And since the reputation of your brand—not to mention your personal leadership and the culture of your company—hinges on how you operate during difficult times, best practices in corporate communications have never been more important. Make sure you let all concerned know how deeply you empathize with their personal challenges and show genuine gratitude for their contributions. If you’re forced to cut salaries or break other employee commitments, a sincere apology can go a long way. However, being an inspirational leader is about more than grand gestures or rousing speeches. Think way outside the box to find creative ways to join your team in their day-to-day efforts. Encourage your people to stay connected, stay healthy, and have fun. The need for open and transparent communication, of course, is just as vital with customers and partners as it is with employees. Be honest in every interaction. If products are going to be delayed, let customers know right away. The business world needs leaders who work side by side with their people, who share tough news with compassion and empathy, and who make transparency their top priority.

• Corporate reputations, Reputation Management, Crisis Management, Brand Management