Since the Covid-19 crisis hit, the focus has been on crisis response.
Government, businesses, trade associations and charities have all been grappling with an existential threat that would have been unthinkable just a few short weeks ago.
The Government’s response has been swift and significant. Hundreds of billions of pounds have been made available to prop up businesses in the form of grants, loans and tax deferrals.
The priority up to now has quite rightly been how we manage the health and economic emergency that Covid-19 has created. But parts of the Government are already pivoting to think about what the recovery could look like, how we can speed it up and what policy levers they need to pull to make it happen.
A lot will depend on the nature of the economic recovery and governments around the world are using every tool in their arsenal to try and prevent a drawn-out recession.
But even more will depend on people.
How will we all respond once restrictions are lifted? How can we be encouraged to start pumping money into businesses who will desperately need it?
Policy teams across Whitehall are looking at their programmes and trying to work out which parts are still viable post-Coronavirus; which parts will need to be reworked and which parts put away for another day.
Policy innovation will have to occur almost everywhere.
And the situation with businesses is no different.
The past few weeks at WA Communications have been about helping clients understand the developments, put their cases to government and manage crisis communications.
But already the conversations are starting to shift from disaster response to recovery. We are talking to clients about what work they can do now to maximise their chances for success once the crisis passes.
But more than that, structural reform questions are already beginning to surface.
After the 2008 crisis the financial sector went through unprecedented scrutiny and regulatory change.
This time the questions will be broader; about our long-term investment in public services, the role of the state; the readiness and structure of the NHS; the nature of employment; and the capabilities of the domestic manufacturing base to name just a few.
Central figures in this government are born reformers and will relish these types of challenge to conventional thinking.
Dominic Cummings may no longer be able to go to war with the BBC or civil service hierarchy, but he may yet find room for his reformist agenda in the response to Covid-19.
Given the unprecedented upheaval the Government is having to manage, making your message stand out is key to being heard.
Measures that drive economic recovery and protect or create jobs will draw the most attention.
But there will also be possibilities to think more creatively about how you can work with government, what policy innovations can fit into the broader narrative of recovery and which sectors can lead the charge.
Despite the pandemic, it’s important to remember this is a government fresh off the back of a resounding election victory and with a huge swathe of first-time Conservative voters to please.
In the midst of a crisis it seems premature to be thinking about a recovery, but the Government is already looking for ideas.
Positive policy ideas that can help support the economy will be listened to.
Organisations that bring solutions will be welcomed.
Using this time to think about what role you could play in the recovery would be time well spent.