Pub. 1 2019-20 Issue 3

http://wvcar.com WVADA 20 Pandemic Perspectives: Safety, Service and Smart Messaging During Times of Crisis By Michael C. Keenan, President, Keenan-Nagle Advertising, Inc., Allentown, PA A t this writing, the coronavirus pandemic contin - ues in full swing, multitrillion dollar relief packag - es are en route from our federal lawmakers, and small businesses from Maine to Malibu are hun- kered down, feverishly working to balance safety and service for their customers, co-workers and community. Not exactly another day at the office. Thankfully, common sense — that increasingly rare element of human nature — is richly embedded in the small business owner’s DNA and it helps to chase the shadows of uncertain - ty during times like these. Few decision-shaping algorithms have ever trumped common sense. But for those searching for more programmatic practices to help sustain both safety and service during times of crisis, here are some recommen - dations from our marketing professionals. Keep Your Communications Plan Framed but Flexible Painful as it may be, the coronavirus experience has delivered some valuable lessons for America’s small business operators. Not the least of which is to have a well-framed emergency communications strategy in place and ready to deploy at a moment’s notice.