We are in uncharted territory.
Never before has a crisis hit of such magnitude and affected so many in the UK and around the world as the Covid-19 (Coronavirus) pandemic
Whilst the immediate priority must be people’s health, the economic consequences of the pandemic are becoming clearer day by day, and national governments are the only bodies with the financial firepower to help.
The Government is urgently trying to put measures in place to protect businesses, but the situation is evolving rapidly and of a scale few will have dealt with before.
Government is being inundated with requests for help.
These requests are being triaged and prioritised by senior officials and advisers in the departments and at No 10. Access to them is vital.
Making sure your message lands is also crucial.
You need to recognise that the person the extraordinary pressure the person you are speaking will be under and offer solutions if possible.
Finally, it is important to recognise that government does not exist in a vacuum.
The Johnson government has been particularly tuned into public perceptions, even live streaming focus groups into Downing Street to get instant reaction to policies.
Your story and the stories of your employees matter. Media opportunities have never been more abundant.
If you have a story to tell, think about how you can work with the media to disseminate your message, whilst being mindful of the gravity of the situation and not appearing to profit from the crisis.
Public messages will also have the impact of reassuring your employees that you are fighting hard to address the challenges ahead.
Many employees risk feeling isolated and concerned for their future, leading from the front can show them you are up to the challenge.
Whilst we are a long way from knowing the true extent or length of the impact of Covid-19, now is the time to taking your case to government.
Whatever form of communications strategy you decide to adopt, your message is vital.
Hone it, test it and say it loud and often.
It may not seem like it right now, but people are listening.