With the current COVID-19 global pandemic, crisis communications are suddenly one of the many new things businesses are finding themselves wrestling with. It’s understandable. Knowing what to say to your clients, leads, and other list members — and if you should say something at all — is an incredible challenge. There is no single “right” thing to say, but there are plenty of wrong things that could come off as tone-deaf, insensitive, oblivious, or worse — creating negative, lasting repercussions for your brand.