During times of crisis, it can be difficult to navigate messaging for your brand. How can you promote yourself and your work when there are bigger things happening around you? (And there will always be bigger things happening around you.) Below are some ways you can continue to engage with your audience during stressful times.

Be consistent in your social media presence

It’s easy to get distracted during stressful times, but maintaining consistency is key to engaging with your audience.

• Schedule your blog posts, so your followers know when they can expect to hear from you.
• Be present and engaged in conversation on social media.

Be authentic in the content you create

You have the ability to be a source of stability and positivity for your readers when things are uncertain.

• Stay within your comfort zone during particularly tumultuous times. In order to provide a sense of stability for others,, stick with what you know and where you can provide value, so people recognize that they can trust and rely on you.

Acknowledge the current events, but don’t dwell on them. Instead, create content that will help your readers

This is an opportunity to consider how your core message can serve as a resource for readers in new ways.

• Share practical and actionable advice related to your expertise. For example, if you are a financial planner, share a blog post about how to keep calm during a crisis and manage money wisely. If you are a business or self-help author, share an anecdote or helpful tips from the content of your book.
• Tell your readers about your process and how you stay productive. What was your routine when you were writing your book? Are you working on something new?
• Be vulnerable and share how you’re coping. Where are you thriving and where are you struggling?

Listen to your audience

There's always going to be something someone deems more serious going on in the world. This is a time to engage with your readers and serve as a resource for them.

• Ask your readers what kind of content they want to see.
• Check in on them and authentically engage with them.

Give back and encourage others to do so as well

Right now it is especially important to be a part of the community and not just send out self-promotional updates.

• Share with your readers how you are helping your community and encourage them to give back as well.
• Consider how you can be of service to your community or industry. Is there a related cause that you might consider championing? Can you help to promote an event or fundraiser?

Be aware of how your content may be received

It’s imperative to remain sensitive during this time and consider how your content may be perceived. Your intentions may be good, but perception is reality.

• If there are travel restrictions in place, for example, reconsider posting a photo from a past vacation or large group gathering, unless you explicitly share that the photo was taken before the restrictions.

How do you pivot your promotion when a sudden change arises? All these tips center around the most important practice, which is humanizing your messaging. Don’t force your book or message into consumers’ minds even though things have changed. Keep your content people-centric. Focus not on what you’re offering, but on what problems your audience is having and how you can help them address it.

Ultimately, people look for stability in times of crisis. You are in a unique position as a helpful resource for your readers. During trying times, continue to engage with your audience and connect on real levels.