Talk to your co-workers
That you’re not the only one struggling in these corona times is crystal clear. You should therefore regularly listen to your network of colleagues. Is everyone in the same boat? Then make sure to mention in your communication that the sector is struggling. And you can’t escape it either. Make it clear that this is a general, temporary malaise.
If things are not going so well in the sector, please indicate exactly what the difficulties are, and how they arose. By interpreting the situation, you act like an expert. And experts always have an edge over journalists. But make sure you stick to the facts. And bring your story in a way that everyone can understand. So instead of “Due to an increasing degree of uncertainty in the fight against the SARS-CoV-2 virus, the demand for precious metals has steadily increased”, opt for “Belgian investors are increasingly putting their trust in gold, because they are very concerned about how to deal with the coronavirus.” Finally, don’t revert to the worn-out cliché that “the government has to do more”. This will make you look like a helpless victim.
Analysing things is good, but also look ahead by telling us what you will do for your company. Give a positive message to the average person, your customers, your partners and your shareholders. Tell me what you’re planning to do to help turn the tide. And show your enthusiasm and combativeness.