The document discusses how companies can communicate with employees and external audiences during the COVID-19 pandemic. It provides suggestions for managing employees through change by highlighting stories that illustrate strong values. It also recommends adapting initiatives to promote employee well-being and having leadership communicate the evolving response. Finally, it suggests leading with trust by leveraging differentiating principles and creating content showing them in action with employee testimonials. The overall message is for companies to thoughtfully engage audiences and lead through the crisis by communicating care for people.