Communicating During The Coronavirus
The “unprecedented new normal”
It would be safe to say you’ve been on a successful digital detox if you haven’t seen at least one of the following in the past week:
- The Google trends image about how search trends for the word “unprecedented” have been unprecedented
- An article about the “new normal” and how consumer behavior will change
- An easy-to-make sourdough recipe
Unfortunately, we have not yet seen the end of these trends. For many months (or perhaps even a couple of years to come), we will all be discussing this “unprecedented” twist our lives have taken and how we’re dealing with our new normal.
Never before in our lives have organizations and governments had to respond in such short notices to changes taking place around them. And they will have to continue doing so over the next few months by informing us about changes to their services, reminding us about safety measures we should adhere to, and ensuring that the inconveniences we might face are for our own good.
Arguably, none of these are easy to communicate — but understanding how people perceive risks and the psychology behind how people react in these situations can help us create a more effective communication framework.
References
- Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communications Monographs, 59(4), 329-349.
- https://www.straitstimes.com/singapore/health/coronavirus-who-praises-singapores-containment-of-covid-19-outbreak
- https://knowledge.wharton.upenn.edu/article/singapore-south_korea-taiwan-used-technology-combat-covid-19/
- https://twitter.com/DerekjAndersen/status/1247976394925064192?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1247976394925064192&ref_url=https%3A%2F%2Fwww.hindustantimes.com%2Ftech%2Fcovid-19-china-is-mass-tracking-body-temperatures-and-we-need-this-in-india%2Fstory-Mb2uFAvUJGKe2KpoLYg5tO.html
- https://twitter.com/ZomatoIN/status/1250490786896121856?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1250490786896121856&ref_url=https%3A%2F%2Feconomictimes.indiatimes.com%2Fnews%2Fpolitics-and-nation%2Ffamilies-in-south-delhi-isolated-after-delivery-boy-tests-positive%2Farticleshow%2F75175022.cms
- Van Bavel, J. J., Boggio, P., Capraro, V., Cichocka, A., Cikara, M., Crockett, M., … & Ellemers, N. (2020). Using social and behavioural science to support COVID-19 pandemic response.
- Reicher, S. & Haslam, S. A. Beyond help: A social psychology of collective solidarity and social cohesion. in The psychology of prosocial behavior: Group processes, intergroup relations, and helping 289–309 (Wiley-Blackwell, 2010).
- https://adage.com/article/video/behind-budweisers-one-team-coronavirus-response-ad-age-remotely/2246781
- https://herviewfromhome.com/living-budweiser-ad-one-team/
- https://www.bi.team/wp-content/uploads/2020/03/BIT-Experiment-results-How-to-wash-your-hands-international-comparison.pdf
- https://economictimes.indiatimes.com/magazines/panache/the-ritual-handshake-loses-its-grip-in-the-time-of-coronavirus/articleshow/74803182.cms
- https://qz.com/1836247/social-distancing-markers-from-around-the-world/
About the Author
Preeti Kotamarthi
Preeti Kotamarthi has built and led Behavioral Science teams at two of the largest tech companies in Southeast Asia and India. She established the Behavioral Science practice at Grab, helping product and design teams understand customer behavior to create better user experiences. Currently, she heads Behavioral Science and User Research at Swiggy, where she continues to blend data, design, and human insights—drawing inspiration from spending a lot of time with Indian consumers. With a Masters in Behavioral Science from the London School of Economics and an MBA in Marketing from FMS Delhi, Preeti brings over 12 years of experience in consumer products, from co-founding a rural startup in India to shaping behavioral design in tech. Her passion lies in making behavioral science a core part of the product development process. When she’s not uncovering human insights at work, she’s likely busy applying behavioral lessons on her two-year-old.
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