It can be difficult for brands to know how to communicate during a crisis. What messaging do you use — and how do you use it — during times of global upheaval? Many brands might shy towards saying little, for fear of exposing themselves and saying something that could be construed as offensive or insensitive. Many well-meaning companies have quickly regretted seemingly innocuous tweets.

However, it is when a crisis is happening that brand communication should be at its strongest, argues this article from The Drum.

“The question for all brands became what to possibly say at a time when public health concerns reigned supreme and restrictions and limitations to daily life were fluid,” the article states. “It might have appeared that you’re damned if you do or damned if you don’t: engage with the crisis and you risk being seen as disingenuous or continue with commercial activity and be designated tactless.”

The pieces further notes that consumers actually do want to hear from brands during times like this; it cites a poll of U.K. citizens and found that the majority wanted “to hear either the same amount, or even more, from brands across categories ranging from healthcare to fashion and beauty to entertainment. What’s more, those that were more vocal were perceived to be handling the crisis better than those who went dark.”

It can be a daunting task for marketers and communications pros to create a strong brand voice during a crisis. But it’s clear that the benefits are many for those that do.

Vested is a leading financial crisis management firm. Our team helps you prepare and execute so that crises are effectively managed in a timely manner. If you need help with your crisis communications and preparation, contact us.