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Arhivă lunarămai 2020

Let’s Lose The Language Of War!

The temptation for journalists and politicians alike to characterize COVID-19 in terms of national conflict seems almost irresistible.

For everybody else, living with the practical challenges of arranging home-schooling around home-working, anxiety for loved ones, financial worries and the rest, this kind of escalation in rhetoric is far from helpful.

Of course, there is no comparison between what is happening now and the scale of bloodshed and suffering during an armed conflict. But on an individual level, the loss of life is felt just as deeply, the fear is just as acute, and the sense of dislocation and uncertainty about the future, global in scale and unprecedented in most of our lifetimes, reaches in vain for its analogue outside of war.

This is perhaps why, despite the challenges, many people are welcoming a new sense of community and connection with their neighbors.

There is an understandable appetite among many for “things to get back to normal,” but it’s worth remembering that there was much about what used to be “normal” that we shouldn’t be too eager to welcome back.


With the shifting media landscape during this crisis, it’s important for your entire team to have clear guidelines on how to share messages online.

Here are some tips and considerations that can prevent sticky situations later on:

1. Create a code of conduct for your page.

2. Have a clear outline of what to post. Determine a clear outline of what can and cannot be posted before you begin, such as images below a certain quality or color, or if you can post graphics and where to source them from.

3. Engage followers with dialogue.

4. Respond to everything, as much as you can. Show your consumers there’s someone on the other side of the screen reading and engaging with them by responding to their comments, especially if they’re expressing frustrations about finding it difficult to reach you through your other lines of communication.

5. Move conversations off the feed into the messages.

6. Invest in social media monitoring. Social media monitoring platforms provide insight into conversations taking place regarding your brand, giving you the opportunity to see consumer opinions.


Travel holds a special place in the lives of many people. Whether escaping from the everyday to find relaxation on a beach, exploring new cultures, visiting loved ones or even traveling for business, we as a society embrace the freedom to travel.

Instead of the typical, “here’s why you should visit here/stay here” messaging, brands are focusing on spreading the word about programs designed to help others. There are hotels that housed and fed doctors, working directly with hospitals.

Another messaging strategy includes engaging with consumers within their own homes. Some world branded restaurants and hotels shared special foods recipes with the public via media.

I think, right now, most brands who are planning for recovery should put in place programs to restore confidence in safety.

The travel industry will adapt and recover. It’s a very versatile business. No two situations are ever the same, but being transparent to educate people about the facts and accurate information is always a win.