This weekend we saw an escalation of the COVID-19 virus here in the United States.

We're also seeing both consumers and governments begin to strongly push back against people refusing to adhere to social distancing.

In times like these, genuine empathy is what will cut through the noise. Here are four things to consider:

1. Don't focus on headline grabbing or "news jacking" -- this will backfire and generate negative PR
2. Document empathic and employee-focused activities
3. Focus inward and make sure your culture stays strong through remote working conditions
4. Take extreme and excellent care of your existing customer base. The "marketing" ROI of their goodwill and testimonials when this is all over will pay dividends.

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