Changing The Mindset Posted on | Boston Globe


Here’s how local CEOs and business leaders acted as the COVID-19 crisis spread

Decisive action and reassuring customers and employees become paramount as selling takes a back seat

一个女教师的自述The public health emergency that is COVID-19 is testing the mettle not only of political leaders but also the heads of organizations big and small. The financial decisions are urgent and pressing. Managing people, though, has emerged as a paramount concern as the stresses from working from home and the fear of illness threaten to overwhelm everyone.

Battling and recovering from the pandemic will leave an indelible mark on how we live and work. Here are some of the biggest lessons learned so far from leaders of local companies and institutions:

“You can’t advertise out of a crisis. You can focus on what you’re doing for your customers.” Kelly Fredrickson, MullenLowe Boston and New York

Some of the ad agency’s clients were among the first companies to be upended by the global shutdown — JetBlue and Royal Caribbean, for example. Fredrickson said MullenLowe is focused on changing the mindset from advertising to strategy. This is not a time for straight-up promotion, she said, but companies can’t disappear altogether, either.

Her advice to clients was to be “mindful of their place and role in their customers’ lives,” and adjust their messaging accordingly — helping JetBlue, for example, use its social media channels to quickly respond to customers madly scrambling to make or adjust flights as the pandemic spread rapidly.

一个女教师的自述“Most consumers don’t mind hearing from brands as long as it is a solution,” Fredrickson said, “where we are not trying to sell something, but we are trying to solve something.”

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