Noetic is excited to share our latest Q&A series discussion around what senior leaders are doing to extend their brand and share advice with other marketers within their industry and beyond. Today’s episode features Michelle Russo, Chief Communications Officer at the US Chamber of Commerce

Here are five tips from Michelle on how to handle communications during times of crisis. 

  1. Appreciate the highly emotionally charged environment we’re living in. Emotional arguments are drowning out rational ones. It’s more important than ever to be as clear as possible with your messaging and be aware of what competing messages are saying.
  2. Be true to your mission. A deep understanding of your value proposition and the unique value you add to people’s lives is crucial to be able to cut through the clutter.
  3. Acknowledge the situation, but don’t dwell on it. There is a COVID information overload and it’s important to set your brand apart by aligning your messaging and advertising with your mission.
  4. Break up the crisis into phases to prevent being overwhelmed. For example, the Chamber of Commerce phased their work into Emergency Triage, Mitigate the Impact through Advocacy and Education.
  5. Super-serve your stakeholders. To help businesses of all sizes navigate uncertainty, the US Chamber has launched several support initiatives.  To learn more about these valuable events, check out  the Chamber of Commerce website for weekly events.

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