Channel Mastery - *Special Episode* : Kristin Carpenter, Host of Channel Mastery

Channel Mastery

**crisis communication for your business during the covid-19 outbreak**

“We’ve been in the trenches helping our clients proactively manage communications around the fast-moving COVID-19 virus crisis. Today, I’m sharing Verde’s crisis communications framework developed for this purpose, with the hope that it will help you lead your specialty brand through this incredibly challenging time.”
- Kristin Carpenter

episode preview

In this episode of the Channel Mastery podcast, I’m sharing a brand-new framework that the Verde Brand Communications team and I created for our roster of specialty brands to support crisis communications for the COVID-19 virus crisis.

We wanted to share this with you, Channel Masters, because we strongly share a collective opinion that specialty brands must take a communications strategy that’s, well, specialized. And in this podcast, I explain what that means and why it’s important, and offer our solution to you in a five-part framework created just for specialty brands.

Keep in mind, this was recorded Friday, March 6, 2020. We will be updating the content on the Verde Blog and on my LinkedIn profile. It’s being co-produced by SNEWS, BRAIN and SIA. Check back to these sites for additional up-to-date resources

host profile

Kristin Carpenter

Kristin Carpenter is Channel Mastery host and the CEO and Founder of Verde Brand Communications. A former journalist, Kristin worked on staff for major consumer lifestyle magazines, business and trade titles. Now 19 years later, she continues to serve as Verde’s CEO and directs strategy for the agency. She launched Channel Mastery in 2017. It’s her ‘beat’ to bring the absolute best practices around serving today’s connected shopper to specialty business and brand leaders. Channel Mastery is the only resource of its kind, and it was created to help level the playing field for specialty brands as they compete for the attention spans, minds and hearts of today’s shopper with marketplaces, big retail and well funded direct-first brands..

topics covered

Coronavirus, COVID-19, Business during the Coronavirus, Crisis Management

select quotes

“We’ve been in the trenches helping our clients proactively manage communications around the fast-moving COVID-19 virus crisis. Today, I’m sharing Verde’s crisis communications framework developed for this purpose, with the hope that it will help you lead your specialty brand through this incredibly challenging time.”
“The most important audience you have is your internal workforce. Communication with your internal team is top priority as a matter principle, but also know that your workforce is comprised of your biggest brand advocates, all of whom have access to large reach on social media.”
“The COVID-19 virus has ushered in a time of incredible unease and uncertainty that is affecting all of us. The headlines evolve with every hour, it seems. With this evolution comes a priority that we all share no matter what it is we do in our businesses - we are managing expectations.”
“I’m going to reiterate the importance of setting realistic expectations on public- or internal-facing communication platforms or vehicles (such as newsletters). Stick to the facts, do not pontificate about progression of the news or of the virus. Always refer back to your shared communications goal.”