According to a survey conducted by the American Association of Advertising Agencies (4As) on March 18, 43% of consumers find it reassuring to hear from brands they "know and trust" as COVID-19 pandemic spreads. And 40% want to know how companies are responding to the coronavirus pandemic, compared to just 15% who say they do not want to hear from companies at the current time.

But as the COVID-19 crisis drags on with no end in sight, businesses risk turning customers and stakeholders off if they aren't careful about their messaging strategies.

Here are questions every company should ask before communicating with customers and stakeholders about COVID-19.

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