Business Communication in times of crisis - 6 Lessons from Sonu Sood

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We read several articles written by businesses on the best practices to communicate to customers during an adverse situation or a pandemic. But we saw only a few businesses walking the talk, that they preached earlier, during the recent COVID-19 situation. It showed us the reality of many businesses and their character beyond the P/L statement to help humanity and literally act as humans for humans.

In all of this comes a human, who is popularly known to play villain roles in Indian cinema, who is now making businesses take notes on how to share the pain of customers and convert the whole situation into a positive one just by compassion and communication.

Mr. Sonu Sood needs no introduction to you as his actions, in real life, not only have given a new meaning to hope but also have shown that how a single person can bring the change. His response, by helping people in times of crisis, teaches us the very basics of business communication and personal branding that many businesses have failed to replicate in spite of people with business backgrounds in their team.

Mr. Sonu Sood is not just helping the guest workers to go to their homes but he is also making sure that the whole situation remains hopeful and positive. If you go through his replies, on Twitter, to several queries that he is getting from different people stranded far away from their homes, you will realize that he is trying to be as informal as a friend and also making sure that people do not lose hope. It is this style of response that is making people approach him without any fear of rejection, or without being unheard. He is compassionate, he is prompt, he is funny, and he is selfless.





Today Mr. Sonu Sood is a bigger brand than Mr. Salman Khan or Mr. Shahrukh Khan or Mr. anybody. This is the power of personal branding when you do the right things and help people without expecting anything in return.

Six Sonu Sood Business Communication Points:

  1. Know your customer
  2. Compassionate and talk to them in their language
  3. Be as Friendly as possible
  4. Be Funny
  5. Be Approachable
  6. HELP

These 'Mr. Sonu Sood' points, when replicated into business, will make any business to be ahead of their competitors, as people remember the ones who have helped them in their tough times. They will connect with you when things are normal. They will give your time and attention when you ask them for it. They will be your promoter in the future.

Always remember, "People buy your WHY (purpose) not your WHAT (product)".

Until the next time...


In case you happen to run a business and want us to relook at your communication style and design a long-term communication strategy for your business, feel free to contact me.

Or in case you believe that this article can benefit someone, help them by forwarding this article to them. I am always happy to help. :)


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"For the love of writing and changing the world with a thought." Know more: https://linktr.ee/Ankit19

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