Ideally, relationships are established in good times.

It is more challenging to do that when the crisis hits, when everyone is occupied saving their neck, when nobody knows what tomorrow will bring. There’s a sense of individualism that grows in dire times, preventing the reciprocity needed to build and cultivate relationships.

The only thing that can be done now then, in this moment of unprecedented unknowns, is forget about the reciprocity and just give. Is there anything you own that could be useful out there? Do you have anything to say that could lift the spirit of those most distressed? Is the message you have to deliver looking at a positive future, or is it dilating stress and urgency beyond the here and now?

Marketers should be careful out there these days, the risk in terms of reputation is really high.