Dorian Ilie, Communication Director at Rogalski Damaschin Public: Companies should connect with their audience in an authentic, relevant and emotional manner; don’t make it about you, make it about them

Transparency and empathy are of the essence in PR should always shine through in a company’s communication with its audience, especially as many businesses try to navigate the COVID crisis. Many companies lose sight of their audience’s needs which is why often their communication is not what it should be, explains Dorian Ilie, Communication Director at Rogalski Damaschin Public, who has more than ten years of experience working in the communication industry.

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Helen Webb, Chief People and Services Officer, Co-op: In these unprecedented times, provide your employees with guidance, not rules

Companies should aim to provide their employees with guidance rather than strict rules as they navigate the world of business post-COVID-19. This is especially true when it comes to providing help to employees that continue to work from home, “we’re encouraging our colleagues working from home to think differently,being sat at a desk from 9 to 5 is not the only way to get the job done,” says Helen Webb, Chief People and Services Officer at Co-op.

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