PR Tips During The Coronavirus
In challenging times, do a “PR Check-In” to give your company a much-needed boost.
Crisis-proof your communications plan
Navigating Uncertainty: Why PR Matters Now More Than Ever
In times of fear and uncertainty, taking strategic steps to re-evaluate your PR strategy can position your business for future success. While global challenges like economic uncertainty or crises impact us all, now is the time to fine-tune your PR efforts and invest in critical skills that can make a lasting impact.
PR is often seen as a more enduring and powerful approach than traditional marketing. To help you stay ahead, here are three essential steps for a PR Check-In to ensure your messaging cuts through the noise and sets you up for long-term success.
1. Be Authentic
During crises, audiences are especially sensitive to overly salesy or jargon-heavy messages. Here’s how to maintain authenticity:
Avoid “newsjacking” major events like the #Coronavirus unless your business is actively contributing to the solution (e.g., offering free content, donations, or consultations).
Focus on your “why” by revisiting the core mission of your business and aligning your messaging with your values.
Get specific: Highlight real, actionable contributions or unique insights your business can offer.
Authentic communication not only builds trust but can also expand your audience base as your genuine message resonates with more people.
2. Face Your Fears of Using Video
If recent times have taught us anything, it’s the power of video to connect with audiences. Research shows that videos generate 1,200% more shares than text and images combined.
To leverage this powerful medium:
Start creating video content to showcase your expertise and build trust.
Use free platforms like LinkedIn and Medium to distribute thought leadership content.
Invest in media training or free resources to become more comfortable on camera.
Video can be a lifeline for your business, allowing you to reach your audience on a deeper level while establishing credibility and thought leadership.
3. Have a Crisis Communications Plan
In an age of viral social media and clickbait headlines, a well-prepared crisis communications plan is essential to safeguard your business.
Key steps for creating a crisis plan include:
Build an FAQ webpage to address customer concerns proactively.
Draft talking points to communicate with employees, investors, and stakeholders effectively.
Prepare fool-proof responses for contentious topics to avoid missteps.
If you don’t have a crisis plan in place, use this time to work with a PR professional to disaster-proof your communication strategy and ensure you’re prepared for any challenges.
Conclusion: Investing in Your PR Strategy
Taking the time now to refine your PR strategy and messaging will pay off in the long run. By focusing on authenticity, leveraging the power of video, and preparing a crisis communications plan, your business will be better positioned to navigate uncertainty and thrive in any market conditions.