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What does the ‘new normal’ mean for professional communication?

Entrepreneurs | 16 July 2020 | Written by Magali De Reu

As you already know, the past few months have demanded an adapted approach to marketing and communication. But now that the ‘new normal’ is slowly making its presence felt, it’s high time to think about your post-corona communication.

What does the ‘new normal’ mean for professional communication?
What is the best way to work with your stakeholders? Find out here! 

How do you make and keep clients happy? Stay positive and constructive!  I know there’s a good chance you’ve had to deal with sizeable losses in recent weeks and months. For some self-employed people and independents, the coming times will also be punctuated by a big question mark. What is the answer? You may not believe it, but optimism can save you! Not only because you tackle the things you can influence, but also because a positive mindset is worth a lot in terms of image. You do want your collaboration with your clients to make them happy, don’t you? They probably have plenty of their own uncertainties. 

Try to keep discussions and email communication constructive. Emotionally laden messages may be honest, but a stream of negativity won’t help anyone. What should you do if you receive a less-than-pleasant email? What if one of your clients is refusing to pay? Think before you respond, so you can answer with a fresh outlook. 

And before I forget: keep an eye out for ‘corona discounts’ and similar well-intentioned promotions or marketing approaches. A lot of people—yes, even your clients—are currently struggling with ‘corona exhaustion’. Your intentions may be good, but the connotations of corona messages may be a little less positive. 

Maintaining relations with suppliers or subcontractors? Be honest and transparent Of course you want your clients to continue using your products or services. But your own suppliers are hoping for exactly the same from you. Do you normally work together with suppliers and sub-contractors such as consultants? Is your current financial situation making this impossible at the moment? Don’t make the error of avoiding an honest conversation. There’s no point delaying execution; the delayed message hits even harder.  

Speak in the plainest terms possible. Be honest, but extend a helping hand. Maybe you know another entrepreneur who is currently looking for a profile similar to your sub-contractor. And who wouldn’t be happy with a win-win situation? 

Staff on the books? Be clear and transparentA lot of self-employed people and independents who have one or more employees have had to put them on partial or full unemployment. In some companies, there has even been talk of forced resignation. 

Of course this is painful. Because although you suddenly need to keep all your balls in the air with reduced capacity, your employees may not have any employment security, for the short or the long term.  

As an employer, you can make this situation more bearable. Your staff may be at home, but that doesn’t mean you don’t have to make an effort to maintain your relationships with them. Especially with the War for Talent raging harder than ever before. For many people, the lockdown was a period to think about their further development and their futures. Would you like to keep your valuable employees on board? Offer clarity about the resumption of work. 

Give timely communications about the new or adapted way of working in your organisation. Anticipate prevention measures, provide sufficient opportunities for working from home, motivate your team remotely, respect the social-distancing guidelines and take into account your work-life balance and that of everyone who works in your company. Believe me, they will definitely show their appreciation. 
Do you need more advice, completely tailored to your business? Ask one of our experts!