85

Although the immediacy of this crisis leads to a lack of objective detachment, which is essential to the work of the researcher, this article aims to share and discuss the primary reflections on the necessary adaptation of persuasive communication in organizations to the context of the COVID-19 pandemic. To conduct this analysis, the MOA model (motivation-opportunity-ability) appears to be a pertinent theoretical framework. In order to ensure the durability of commercial relationships and to strengthen consumer confidence, the communication of organizations should be anchored in their DNA and their know-how and thus justify their raison d'être.