Maintaining trust is a crucial aspect of any successful business, especially during challenging times like the COVID-19 pandemic. As companies navigate through this unprecedented crisis, it is essential to focus on strategies that help build and maintain trust with their customers, employees, and stakeholders. The 2020 Edelman Trust Barometer Special Report provides valuable insights into how brands can effectively communicate and demonstrate their commitment to supporting those affected by the pandemic, ultimately strengthening their reputation and fostering long-lasting relationships built on trust.

What 2020 and the COVID Pandemic Taught Us

2020 has brought forth a new reality for many companies, brands and organizations. People are beginning to wonder if this is our “new normal,” and if so, what does it mean for businesses?

Since mid-March, the ever-growing COVID-19 crisis began taking over the U.S. and has interrupted our day-to-day life. In a recent report, performed by Digital Commerce 360, a survey showed that 36% of retailers adjusted their usual strategy because of COVID-19. The assumption is, retailers must recalibrate, given the circumstances, by creating an online presence that shows solidarity and understanding for those directly impacted by the pandemic.

Maintaining Trust During a Pandemic

At TrizCom PR, we are working with our Partners to help them navigate through the most appropriate words and actions during these unprecedented times. A primary focus must be on reputation management, and we help our Partners in determining how to approach this in a delicate manner. We encourage them to stay true to their values and mission by showing support, alliance and where possible providing resources to alleviate the stress of COVID-19.

A fantastic resource for businesses to take advantage of, especially right now, is the 2020 Edelman Trust Barometer Special Report. This in-depth report provides the opportunity for insight and perception into how consumers are feeling toward retailers during this time, and more importantly, the understanding of what consumers are expecting from them. Consumers are actively paying attention to the way brands are responding to the pandemic.

Four Elements of The Edelman Report

The Edelman Report shows us that consumers are looking for brands to express their sympathy and support for those affected by COVID-19. So, where do they start? Four key elements, as discussed in The Edelman Report, allow a brand to stay relevant during this difficult time.

Show up and do your part
Don’t act alone
Solve, don’t sell
Communicate with emotion, compassion and facts

What does this all mean? Well, it’s extremely important to take a clear stance of support and empathy for those directly impacted by the pandemic. Consumers take notice of the brands that stay silent. That being said, it isn’t enough to make a statement of support—consumers want to know what actions are being taken. For example, some online businesses are making their resources available to all at no cost for the foreseeable future.

Collaboration

Collaboration is important. How can you show that during this time? Working with like businesses to show that everyone wants the same thing: strength and unity. Team up with brands that compliment your own, share your corporate values and are looking to help.

Maintaining Business As Usual

Remember that, although maintaining business as usual is important, it is also paramount to project that your focus is on finding meaningful solutions rather than just a way to continue selling your products/services. A great example of a business taking this approach is Scholastic, which is providing free daily online classes for home-bound kids.

Communication

Lastly, the actions your brand takes to communicate with your consumers says a lot about your brand, and corporate, identity. By exhibiting empathy and sharing facts, you demonstrate that your brand cares more about making a difference than maintaining an image.

These are just a few helpful tips to begin navigating your business during this unthinkable time. If you have any questions or need help figuring out your next move, please feel free to call us for a free public relations consultation. With our expert background and passion to serve, TrizCom PR is here for you. https://www.trizcom.com/contact

TrizCom Public Relations
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