We are in the midst of challenging times like I do not remember happening in my lifetime. People are told to stay home while the current health threat runs its course and it’s safe to come out again. In the meantime, schools, libraries, restaurants, sporting venues, conventions, vacation spots – virtually anywhere a crowd of 10 or more people could gather – have all been shuttered for the time being. People are living in their own little disinfected bubbles to stay away from any germs that might prolong the current viral threat. If it feels a bit unnatural, let me assure you that it is. We are wired to be social beings. Even if you are a germaphobe at heart, you have to feel that the lack of human contact is a bit unsettling.

All the uncertainty doesn’t play well in business. Are we at the beginning, middle, or end of this crisis? No one knows for sure. What can you do if you’re running a business? From a marketing and communications standpoint, there are some actions you can and should be taking during this time.

Communicate with your customers

It is important that your customers hear from you soon and that your message be honest, but with a positive twist. How do you do that when businesses are being shuttered and production is grinding to a halt? First of all, not all businesses have stopped. In fact, many of them are producing at record levels. If you are still operating, emphasize that you have not shut your doors. That positive piece of information will get a response. On the other hand, if you have shut down for a period of time, explain what you are doing. Many employees are working remotely. That doesn’t mean your business is closed, it just means you are not in the office, but not cut off from your customers. Let them know how they can reach you. Make this trying time look as normal to your customers as possible.

What if we shut down?

If you have completely shut down, explain what you are doing and what your employees are doing during the downtime. There are many organizations that need volunteers to help people who are at high risk. People are delivering groceries, looking in on the elderly and helping them order what they need online, checking to see that neighbors, friends, and families are okay. More than hoarding toilet paper and breakfast cereal, people really need contact outside the bubble. We were made for human contact. Why not encourage your workforce to reach out in a safe way. A phone call, a text, a knock on a door without going in may be the small thing that brings a little sanity to a situation that looks as if insanity has taken over.

Make plans for the next step

Everything comes to an end at some point. Although no one knows for sure how long this current health crisis will last, take some time to make plans for when it ends. When everyone goes back to work there will be an opportunity for marketing your business. That may take the shape of showing gratitude for your customers, your employees, etc. Why not throw a party and express your thanks for coming to the end of the crisis? Party or not, express your thankfulness on all of your communications mediums.

On a personal note, I mentioned I had not experienced anything like this in my lifetime. That is not true of my parents’ generation. They lived through the Great Depression and a World War where consumer goods were rationed. They also dealt with world health epidemics, such as polio. If you want to get a perspective on what is happening in our world today, ask them. This is not new to them. Although their numbers are getting fewer each year, find one of them and ask about their memories of days of crisis. You will find that you can put the current crisis (which is small compared to what they lived through) into perspective. Don’t panic. Normal will return.