In existence since the last days of 2019, the coronavirus spread became a pandemic in mid-March this year, according to the World Health Organization (WHO), reaching every continent on planet Earth.
Countries of the region such as Brazil have seen an exponential increase in cases, leaving the local companies concerned about their future. Communication in LATAM is no different, and one of the biggest challenges for companies in this period is how to handle their communication and not become obsolete.
Our experts have shared some tips to help you improve your company’s internal and external communication processes of your company in the region amid this worldwide crisis.
The culture, the reality and the way you should conduct media relations varies from country to country. Being aware of these details will steer your company clear of reputational disaster. For example, some LATAM governments, notably the presidents of Mexico and Brazil, have taken a controversial stance when it comes to the WHO’s guidelines concerning the coronavirus pandemic – including self-isolation. For them, in order to protect the economy, it is better for things to return to the way they were before the virus, with no extra hygienic measures or quarantine in place.
Here at Sherlock Communications, we always have our clients’ best interests at heart, bearing in mind the message they’re looking to send in their company’s name while communicating in LATAM. However, this message should be appropriate and sensitive to the times, and mustn’t come across as dismissive.
Furthermore it is not advised, of course, to go explicitly after a politician, an actor or someone who doesn’t follow the same guidelines that you do – no matter how wrong you personally believe they are – because, if you do, the media might feature your brand in an article focussing on your feud, which is not a good look for your company.
A good example of assertive communications is Boticário, one of the largest cosmetics companies in Brazil, whose team focused on exploring the company’s ideas and beliefs on the subject without mentioning the country’s president – even though their commercials would go straight in direct conflict with Jair Bolsonaro’s beliefs, urging people to stay home and self-isolate. The results were positive and the message was extremely well received by both the target audience and the media.
Of the Latin American countries experiencing growing tension due to government actions, Brazil is among the most critical. While on one side of the country the president dismisses the coronavirus as a “little flu” and a “media hoax” – in spite of rising casualties – in local communities, where trafficking factions are in charge, things are a little different. Regional leaders are taking the coronavirus pandemic very seriously and have set curfews for their local residents.
One of the aggravating factors that causes greatest concern among traffic leaders is that many communities still don’t have comprehensive access to basic sanitation, clean water or hygienic best practice. In addition, most residents use the public health system, which is infamous around the country for its lack of funding and inadequate coverage.
There’s nothing more misleading for employees than a lack of communication in times of crisis, especially in Latin America, where many countries have high unemployment rates and being laid off is a huge fear for most people.
Right now, most people in Latin America have their heads filled with uncertainty and insecurities. Your regional employees are probably calling into question whether your company really cares about their safety and quality of life, so telling them what the next steps are and being as comprehensive as possible is key.
Also, if possible, let your employees do their work from home, or at least stay safe indoors, instead of creating a situation where they feel obliged to keep using public transport and risking their well-being, and that of their families, to keep putting food on the table.
Remember: unsatisfied employees can damage your company’s reputation in less time than it took you to build it up. To avoid this happening, you need to keep them informed (in a gentle but forthright way) of what will happen next.
Many companies believe that in times like these, the best thing to do is to pause LATAM communications and make room for news that provides a greater public service. At Sherlock Communications, we agree – in part.
We understand the importance of not saturating the media with topics that could be better dealt with in another period – research that is not hard news, or an advertisement which would be of greater interest in the future, for example. However, disappearing from the media is not good for your brand. It is important to talk about the subject in relation to your area of expertise, as it demonstrates that your company can discuss different topics – even crises – and remain a source for the media.
In addition, many of our customers have made products available for free and/or created exclusive studies on the coronavirus and it is very important that these are widely disseminated, as it presents the brands’ more “human” side and helps to strengthen relations with the consumer.
In this way, when the crisis ends – or at least recedes – and the media is looking for other topics to cover, it will remember your brand.
While obsolescence and media silence is not recommended under any circumstances, it should be reiterated that advertisements and guidelines outside the coronavirus brief will quite possibly not receive any media coverage; and if they do, it may appear that you – and your brand – are not being sensitive to the current situation.
For example, publishing a study on the preference of Brazilians for hamburgers over pizza in the current climate may interest food publications, but the reader may think that the publisher is being dismissive of the pandemic by focusing on topics that – for now – are of lesser importance.
The same effect can take place on social media. If your company continues to post about the same old subjects, as if nothing has changed in the world, people might feel uncomfortable and disengaged, not interacting with your posts and decreasing your engagement rates as a result. There’s no need to stop entirely – but consider introducing the topic of the coronavirus in the most cohesive way possible on your channels so as to stay relevant during these times.
Many politicians and businessmen are positioning themselves against the lockdown policy, stating that it will harm their countries more than the coronavirus. This is not only unfounded, but also a very dangerous thing to affirm publicly, considering many people are already feeling extremely anxious about their jobs and local economies.
If you’re opposed to the lockdown, be careful when expressing your opinion publicly, especially because this may damage your company’s image. A good example of what you shouldn’t say is what the owner of the Madero restaurant, Junior Dursky, declared to the media: that Brazil cannot stop for ‘5 or 7 thousand deaths’. This not only came across as dramatically insensitive, but has also inspired a movement to boycott the restaurant. That’s definitely not the kind of attention you need for your company right now.
There is a lot of fake news currently being spread by individuals and even by major media outlets. The fact is that we’re all looking for someone to blame and for a quick fix, so when an outrageous or impressive piece of information that fits the bill pops up, all we want is to discuss it with others.
No good can come from fake news and, honestly, spreading it among your employees and your personal or professional social media can do real harm. Take a step back and double-check your information before raising people’s hopes, or hackles.
The coronavirus pandemic is a very sensitive worldwide issue. The best way to deal with it is by showing empathy and trying not to focus so much on the economic losses, at least not publicly. Practice communication in LATAM in an assertive way that positions your company as both available to cooperate, and understanding of Latin Americans’ daily reality – this will earn you respect and positive results in the future.
