My late mother was fond of saying "If you haven't got anything positive to say, don't say anything at all." Normally, that's sound advice, but these are not normal times. The magnitude of the coronavirus pandemic means keeping quiet and waiting for it all to blow over is not a viable option. Those companies that already have a marketing team and/or a PR agency in place must look to them for advice, act upon it and stick to the script. Communication might be low on the list of priorities when firms are fighting for commercial survival, but it is essential when it comes to supporting employees, customers and the supply chain. Communication in these fast-moving and uncertain times needs to be four things: specific, honest, succinct and relevant.
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