Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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All crises present companies with opportunities to gain the trust and respect of both their shareholders and employees. If managed properly, crises can help firms emerge as industry leaders. Given that crises often have the potential to hurt a brand’s reputation, it is critical that marketers step up to the plate and drive the company’s response and recovery plan.

Steer the conversation

Marketers play an invaluable role in a company’s multi-disciplinary crisis-management team, which typically comprises senior executives from the company’s operations, legal, risk, business continuity, human resources, safety and security, finance and communications departments. During a crisis, the team’s top priority is to understand what is going on and to consider a myriad of likely and impactful scenarios relating to the disruption.