AMCHAM BLOG

What brands should do in a pandemic of distrust

Strategic communication lessons of the COVID-19 pandemic summarized and explained by experts from Seesame.

Illustrative stock photoIllustrative stock photo (Source: AP/TASR)

We hoped that the new coronavirus pandemic would restore people’s trust in facts, scientists, and institutions. So far, this is proving to be quite naïve. What lessons can companies learn from the coronavirus crisis?

A series of “How are you, Slovakia” surveys we have conducted in cooperation with the Slovak Academy of Sciences and the MNForce agency has shown that doctors and experts enjoy a high level of trust among people in difficult times. Even though making our lives uncomfortable, we considered the counter-epidemic measures necessary and appropriate, at least at the onset of the pandemic. It may thus seem that at least some of our hopes for exiting the crisis of trust have become reality.

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