Public Relations in a Pandemic
We are all in a state of uncertainty. No one knows what the future will hold, and that shared unease has encompassed the globe. Accompanying the growing fear of the unknown is a growing eagerness to engage with others. Despite current circumstances, brands can participate and even motivate healthy engagement if done appropriately.
Times of crisis will typically expose winners and losers. Think GM post-September 11th and Groupon after the Great Recession. Authenticity and selflessness are traits that inspire consumers, employees, and partners.
Navigating these times will be tricky, no doubt. But we often find that the most complex situations can be tackled by starting with the simplest questions. As we brace for an unknown future amidst the coronavirus pandemic, consider these basic questions as a starting point for conducting PR in a pandemic:
What can you do to help?
Above all, this is a time to roll up your sleeves and be a proactive part of combatting this crisis. In the case of the coronavirus, that could play out in many ways. Factories are lending their facilities to build ventilators, distilleries are working to produce hand sanitizer, food suppliers are working to feed impoverished students who are missing out on their school-provided meals. If you’re able to dive in and lend a hand, we are in dire need of the help. This your chance to be a hero in this developing narrative.
Evaluating your ability to help equally applies to staff. What support can you provide your employees during this time? Is it secured employment because the leaders are taking a pay cut? Or is it extra measures to protect their safety and provide some relief in these hectic times? If you’re unable to support the community, do what you can to support your internal community. Gary Vee and Mark Cuban are great examples of this - they’re dedicating their time to answering questions from business owners and those seeking advice on the future of their careers during this hectic time.
Can you shed light on the current state of uncertainty?
If you’re not in a position to directly aid in the cause, consider providing expertise that would alleviate panic or fears. Are you instead in a position to provide clarity? More than ever, crises spotlight information. When uncertainty abounds, people look to people of authority to shed some light. This could be in a variety of forms - an investing expert who can help sort out the market volatility, or a security expert who can dissect the cyber risks associated with a new work from home staff. Helpful information will not only be a positive contribution to the conversation, but it will be well-received.
Do you have a message outside of your product or service?
No one wants to be sold in the time of crisis, especially one where people are losing their jobs en masse. Every penny they spend is crucial, and disposable income will not be so easily deployed. Emotions are high and people are looking for connection, more so now than ever as we’re isolated in our homes. That connection must be rooted in shared experience, and not in driving a sale.
Now is a time for brand building, not product selling. Public relations should center on your business’ role in supporting our new normal, and protecting the safety of our communities. Whether that’s workers who continue to get up every day so we can access goods, or efforts to support local communities or your business community. These are the stories people want to hear.
If you can’t do any of the above, how can you be supportive of your community?
If all else fails and you have no other options, consider how to contribute positively during this time of mass transition. This is the time to band together - businesses and individuals alike. What can you do to help support your fellow citizens? It could be an at-home education school that you make free as parents homeschool their children, or offer free access to at-home workouts as people shelter in place. Or it could be a donation to a local hospital or charity to support the frontline defenses. People will appreciate the convenience or joy your service/offering provides during this time of immense negativity.
Like most public relations situations, there is no clear cut answer or black and white solution. Each brand is unique and individual, and how they choose to approach a crisis must reflect that individuality. But in a crisis, we all share a commonality, and tapping into that authentically and selflessly is the best approach for PR during such times.