Most brands have a detailed plan for crisis communications. While these frameworks have served businesses well in times of tragedy or uncertainty, they were designed for singular events that passed in days, or in rare cases a week or two. Organizations are now faced with a challenge most have never anticipated: continuing to communicate through a crisis that is months long with no clear timeline.

Communicating with consumers during the COVID-19 pandemic is critical. Consumers want to hear from brands right now, but they must be diligent to strike the right tone. 62% of people believe that we will not make it through this current crisis without brands. At the same time, 80% believe that brands should not exploit the crisis for economic gain. And those that make up the 80 % are correct, it should not have to be said, but a worldwide pandemic is not the time for a cash grab. But that doesn’t mean brands have to be silent about how they address the situation, rather they should be vocal about how they are helping address it, and in doing so should keep in mind four key considerations:

1. Focus on your expertise

Everywhere you turn there is information about the importance of physical distancing, face coverings, and proper hygiene. Brands should evaluate their relevancy and credibility when it comes to messaging around distancing, rather than joining onto the bandwagon. In fact, when many brands “distanced” their logos, it was met with criticism by many for being window dressing rather than providing substantive assistance.

Instead, focus on what your brand is doing to help address the ongoing crisis. Keep in mind that actions speak louder than words, particularly for millennial consumers. This can come in the form of efforts to care for employees, to ensure the safety of customers, or larger efforts toward donations to support public health. Apple, for example, has made massive donations of protective equipment, and Twitter founder Jack Dorsey has committed to donating of 28% of his wealth to COVID relief. While not every brand has those resources, the difference between talk and action is clear.

2. Lend a helping hand

This is a challenging time for everyone. Brands that have the ability to make life easier for people who are stuck at home or worried about the health of their loved ones should do so. Disney, for example, has released recipes for its famous theme park concessions for people to make and enjoy from the comfort and safety of their own homes. Whether that is through special programs being offered, extending subscription periods at no cost, granting access to previously paywalled material, or simply secret recipes being revealed to bring some joy to an anxious population, every brand should consider how they can be helpful to their audience during this difficult period.

3. A reassuring presence

While everyone, including your own employees and executives, is stressed and uncertain about the future, brands can provide comfort from a position of authority. Be mindful not to make promises about timelines, health outcomes, or any information about the pandemic your brand is unqualified to provide, but rather assure your audience that you are thinking of them and that we are all in this together. Remember the human.

4. Lean into your DNA

Nothing will put brand values to the test like a significant crisis. Communicating with your consumers about those values matters now more than ever. And more importantly, consumers will look to see how you live those values and put them to action.

Consumers will continue to look for leadership during this ongoing crisis. Communicating how you act on your values as a brand, and using your position in the market and in consumers’ minds to bring them value and reassurance, will contribute to your brand’s role as a leader as well as the wellbeing of consumers and employees.