• C.E.K. & Partners

5 Tips + Considerations For Communication During These Uncertain Times


Male and female colleague reviewing work
Two colleagues reviewing work

Providing leadership and refining business to business (B2B) marketing communication during a time of crisis is hard, and until now, there’s been a general playbook of guidelines. We’re in strange times, unusual times.


"It’s important to remember that you and everyone around you has never been here before. There’s no playbook. Because of this, you’re going to need

to be as flexible and nimble as possible." Forbes

We’ve received heartfelt and heartbreaking communications from our favorite restaurants, retailers, coffee shops, banks, airlines, software companies and more. We’ve also received tone-deaf ones.

As an Atlanta-based brand strategy firm with a deep expertise in market research and content creation for fintechs, banks, payment solutions, and healthcare benefit providers, we’re sharing 5 tips business to business brands should consider as they determine how to communicate during the COVID-19 crisis.


Tip #1 First and foremost – it’s time to put people first, before business.

For years, we’ve been reminding C.E.K. & Partners' clients, business to business brands, whether they’re here in Atlanta or in Toronto, London, Sydney or LA, that B2b marketing communication should have a tone that reflects people speaking to people. What’s even more important right now is content creation using a tone of voice that is both authentic and empathic.

As business to business companies rush to connect with customers and offer a sense of trust and safety, communication during this COVID-19 crisis doesn’t need to be perfect, as we're navigating unchartered territory together. But it must seek to balance any company updates and information with words and corresponding actions to show that you value and care about them as people.

Show heart. Acknowledge the vulnerability we are all experiencing.

Tip #2 Strike a chord with relevancy – it’s time to be spot on with what matters to the reader now.

While you might have taken the time to develop a B2B content marketing strategy and content calendar, these times underscore the need for it to be flexible.


Whether you're communicating to SMBs, merchants or enterprise customers, today's communication must balance your expertise with providing updates to your services and offering helpful resources.

As you create content consider answering these types of questions:

Will there be a disruption in service?