The Three Content Phases of a Crisis

The Three Content Phases of a Global Event.

Hi folks, just a few thoughts on communication and marketing while we’re locked down.

Back around the time of the global credit crunch I was lucky enough to work for a PR expert who had also been a journalist for 30 years.
He was a cantankerous old pumpkin but very worldly-wise.

He’d been in the media midst of the early 1990s recession, reporting on 9/11 and PR’ing during the 2008/09 crash.

I’ll never forget him telling me about the three predictable phases of communication we go through while the planet deals with global events.

It’s important agents and business owners understand these 3H’s as taught to me by My own version of Mr Miyagi.

They are:

Help- when bad stuff happens people need support, reassurance and help. Your content and comms should revolve around helping people right now. Ask your community what your agency can do to help which I know many of you lovely people are doing.

Hope – in a recession this phase is when you’ll see and hear the phrase ‘green shoots of recovery’. With the Coronavirus I’d imagine this phase will be heralded by news of infection/death rates dropping, restrictions being relaxed etc. For agents, this is the time your content can start selling the dream again. Begin talking about property once more and helping people prepare for the next phase which follows.

Happiness – This is the phase when things return to ‘normal’ and if you have got your content right during the first two phases you’ll be ahead of your rivals when the race starts up again. The level playing field is a myth.

Is the content you are creating now ready for the three phases?

Go make a difference.