ABSTRACT
Good leaders always consider the people who make up their world and depend upon for success, including customers, members, employees, regulators, and investors. As communications professionals and leaders of organizations, companies, and agencies, one will be faced with how to communicate in uncertain and chaotic times. Even though the COVID-19 pandemic is a unique situation and the stakes are much higher, it’s important to remember the best practices and protocol in managing any crisis. A global pandemic is precisely the time to ramp up communication to keep the brand and reputation strong during times of uncertainty. A crisis can be a good time to reset and recalibrate. There is nothing like a crisis to identify what’s really important by filtering out all else. Good leaders know that enhanced communications are even more important than ever. These are the prodromal moments in which brands and organizations live or die.
