Communicating in difficult times

A lot is being said about how to manage corporate communications and investor relations during the economic crisis. A simple rule must underpin whatever tactics you employ in these turbulent times.

The fundamental principles of any corporate communications program should never change. Good times or bad, bull market or bear: transparency, honesty and communicating about how you're creating long-term value should always remain at the heart of your company's communications.

Will there be thorny, near-term issues that need addressing along the way? Of course. Will communication be more difficult during the crisis? Absolutely and for a variety of reasons that have to do both with your company and your audiences.

But the economy and our financial markets will recover. Those companies that have focused, as they always should, on transparency, honesty and communicating long-term value will be better positioned to reap the fruits of the recovery.