South Africa, Sept. 14 -- In today's challenging times, instead of waiting for uncertainty to pass, innovative companies are reinvigorating their media strategies. Research reveals that thoughtful, strategic communication can actually minimise the short- and long-term financial and reputational impact on a business. And it appears that businesses thriving during the pandemic are those that are constantly engaging with their customers. Why? During economic upheaval, personalised, authentic communication is what should drive all business activities.

It is vital that businesses understand the behavioural, psychological and emotional traits of their customers. It is not uncommon to respond to difficulties with silence, yet we cannot ignore t...