Communicating In Times Of Crisis: Initiate, Interact, Innovate BY SIMONA GEORGESCU It’s difficult these days to discuss anything not related to the COVID-19 pandemic. That’s because it’s infiltrated ev- ery aspect of our lives and morphed into this crazy “new normal” we all keep hearing. For box makers and their sup- pliers, everything, and yet nothing, has changed. Rightfully deemed an essential business by the U.S. Department of Homeland Security, corrugated manufacturers and their parts and services divisions everywhere are working hard to meet growing demand amid almost-tapped traditional and e-commerce markets. That said, how a box is made and shipped has not changed amid the outbreak. What has changed, howev- er, is how we work together and communicate. Suddenly thousands of workers are adjusting to working from home while others are practicing social distancing and taking extra sanitary precautions to keep manufacturing plants running. While business adjusts, how and what we say to each other matters more than ever. So while you keep your ‘distance’ #UseYourWords to: INITIATE Dialogue Being proactive is essential right now. Even if you don’t have the answers yet, saying so goes a long way toward building and maintaining essential dialogue. Whether that
means telling your employees you are still working on best practices or informing customers of any delays, it’s far easier to control the narrative when you initiate it. Now is also the time for general wellness checks. Don’t wait for a customer or team member to tell you how they are doing -- ask. Practice empathy. Initiate conversations with your peers and find out how they are coping mental- ly and physically. “Look for the Helpers” Mr. Rogers used to say. Become the helper. We are in a unique position because we still get to keep our jobs, to put it plainly. But too many haven’t been so lucky, including family and com- munity members of your peers. If you have something to offer, say so. If you can donate, do so. If you can stay at home, you #FlattenTheCurve. Everyone can become a helper and initiate change. When it comes to marketing during these times, this is also not the time to be quiet. Let your customers know you’re in business. Be transparent about your capacity and set proper expectations. If you are a U.S. manufactur- er, there is an assumed advantage that your inventory and supply is secure. If that’s true, reminding customers can help reassure them and keep you top-of-mind. If you are a foreign manufacturer, promote your own inventory and any practices you’ve implemented to shore up your supply chain. If you are unsure how or what to communicate, fol- low your peers on social. Georgia-Pacific, as an example, has done a great job lately of promoting their toilet paper CONTINUED ON PAGE 54
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March 30, 2020
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