To say that the coronavirus has brought about change is an understatement. Businesses big and small have had to re-adjust to working remotely and reaching out to their customers at a time when normal routines have been upended. Still, how did they manage to do it without sounding opportunistic? 

Wheaton College, a liberal arts college located in suburban Chicago, provided content, such as the streaming of TED like talks from the school’s faculty on subjects ranging from community, positive psychology and endurance.  The college also highlighted its efforts to help those on the front line of coronavirus pandemic.  The school’s housing of first responders and its donation of personal protective equipment ended up getting positive media coverage. 

Their actions can be an example for other types of businesses. One company monitored over 200 million social media conversations and found that as the lock down continued, there was a change in focus.  For example, activist social media users were the ones sharing information on how to flatten the curve and mobilize volunteer efforts.  After a while the company found that these persons were dealing with information overload, the company suggested that businesses share good news on social media and remind followers to take the time to practice self-care.

What if your business isn’t permitted to open?  You can utilize this time to reach out to customers to let them know that when the all clear sounds you will be available.  If possible, it is a good idea to provide some service, such as remote consulting for a fee or some limited free information. As much as you want to be helpful during a time as challenging as this, you don’t want to give away too much for free.  Find out what you can share for free and what you will do for a fee and offer what you can accordingly. 

Even my company saw an opportunity in the pandemic. One of our clients is a mental health expert and we have been able to get him media coverage related to the psychological aspects of the coronavirus quarantine.  We were also able to get media coverage about our company by providing tips on how to stay productive while working from home. 

All these things show that an organization can respectfully capitalize on the coronavirus.  The need for many goods and services hasn’t gone away; you just need find the right way to communicate the ways that your business is available to meet the needs of your target customers/clients.