Business communications during the coronavirus crisis requires a completely new approach to messaging and tone. People do not want to be marketed to and companies have quickly had to move away from behaving like brands towards acting like businesses that serve a genuine purpose. Blurred CEO Nik Govier and Frank managing partner Andrew Bloch join PRWeek's Arvind Hickman to debate how to strike the right tone in such unprecedented and challenging times. Brands discussed include: BrewDog, LVMH, Disney+, Burger King, Sainsbury’s, Tesco, British Airways, KFC, Guinness, Paddy Power, Joe Wicks, Wetherspoon's Tim Martin and more.