Weve all read stories about how the world will never be the same after COVID-19, but how will businesses communicate with their stakeholders in this new future?

Crises often trigger permanent changes. They speed up the course of history. Economic, social, political, and cultural spheres are redefined in times of difficulty, as occurred following the spread of Bubonic plague, Yellow Fever epidemics, AIDS, the 9/11 terrorist attacks, and Latin Americas many political and economic crises.

In the case of COVID-19, we have already begun to see significant changeswhich may or may not become permanentin diverse sectors such as remote work, e-commerce and delivery, travel and tourism, and the purchase of durable goods. Large economic shocks often produce long-term changes to how people consume and interact with brands.

For communicators, the current crisis illustrates how we can help guide positive behaviors by adequately informing individuals about the roles they can play in maintaining shared goals such as public health. Our nearly instantaneous ability to share informationfor good or illgreatly increases the need for responsible, transparent, and well-crafted communications. Many societal actors need accurate data to make far-reaching decisions. To fulfill this role amid myriad practical challenges, protecting our shared public interestwhich is even more relevant in a hyper-connected worldremains our top priority.

Communicators are experiencing a paradigm shift, with increased levels of engagement, connectivity, activism and, above all, a higher valuation on transparency when building reputations. In this new Era of Truth, consistency and genuine engagement must remain foremost strategies, rather than afterthoughts.

Responsible communication, acting as a curator of the truth, must be established to increase business and stakeholder value and meet societys new demands once it emerges from this crisis. We all have a role in making the long-awaited new normal a more responsible, sustainable, and ultimately, more viable future for each of us.

Question 1:

Corporate communications teams in the above environment would be tasked with producing both negative and positive messages. Briefly discuss two (2) circumstances under which you would use the indirect approach and two (2) in which you would choose to use the direct approach to business communication in this setting. (500-800 words)

Question 2:

Communicators can use either oral or written messages in the communication process described above. In deciding which form of communication would be more effective, discuss five (5) characteristics of oral messages and five (5) characteristics of written messages that must be considered. (500-800 words)