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How to communicate in a crisis

Illustration of woman talking through loudspeaker
Getting your brand’s perception right needs to be about more than keeping quiet and sticking to a few stock phrases. In a crisis, far too many retailers believe the best response is to put together a short, factual statement that doesn’t contain much emotion and is as short as possible. The idea is to give away as little information as you can, and repeat the same phrase over and over again. But in amongst a global pandemic and the recent international Black Lives Matter protests, getting yo