Several months ago, when companies were thrust into lockdown at relatively short notice there was just enough time to get equipment sorted. Then the next important challenge to tackle was to ensure that everyone had access to some form of central data base, once these considerations had been taken into account, everyone concentrated on “getting the job done”. As no one knew how long this would continue for, there did not seem to be any need to start (re)defining communication strategies. As a result, many companies experienced the rise of usage of a multitude of communication channels both internally and externally. At internal level, staff resorted to methods they already knew, for example by creating WhatsApp groups, Slack channels or even in some cases Facebook groups. They needed to find a quick, efficient way of keeping in touch with colleagues. At an external level, some companies were sufficiently agile to be able to adapt to virtual methods, quickly setting up webinars to stay in touch with their client base and publishing online newsletters to share expertise and maintain interest in their products and services. Others were not able to follow suit, as their staff or internal structures were quite simply not able to adapt so quickly – and anyway “it would only be temporary…. soon everything will be back to normal”…. Several months later, most of us are still not able to attribute a clear definition to what is “normal”, but we have all come to appreciate that it definitely is not the same as it used to be. There is much talk about the “new normal” and this needs to be taken into account with respect to communication, just as is the case for personnel questions and company strategy.