How the Coronavirus is Affecting PR

By: Lauryn Oglesby

Due to the COVID-19 global pandemic that has recently interfered with the livelihood of everyone since the virus reached the United States, the public relations world has had to majorly adjust to communicate appropriately. 

Optics, especially amongst a crisis, is one of the most telling ways for consumers to respond positively to a brand. Thus, there are a few things that can be done to ensure a positive response. Before diving further into those suggestions; the coronavirus, despite its drastic nature, should be seen as simply another public relations crisis and should be treated as such. Changing a company’s usual protocol has the potential to not only insinuate chaos but create panic as well. 

As public relations professionals, the best way to handle the coronavirus pandemic within your individual brand is to focus on just that - your individual brand. It is easy to become swept up in the global information that is being discussed on a daily basis. However, according to PR News, with all of the broad information being passed around, informing your consumers of what your brand is doing specifically to create less stress to their lives is the best way to handle a situation such as this.

While it is important to make sure that you are speaking directly to your publics, ensuring that what you are communicating is the most relevant information to your audience is key. PR News also stresses the equal importance to make sure that your information is there to begin with. 

In a crisis, despite how much information may be out there, people like to feel as informed as possible in all areas of their lives. If your brand can assist your customers in a way that can bring relief or show signs of support and empathy, that will be what your audience will remember when they begin to feel comfortable enough to spend their money again. It is important to remember that outside of being an effective communicator, we are parents and citizens as well. Texting your audiences with updates should be the first consideration as it is the fastest point of contact. No one will feel as though they are receiving too much information during a crisis.

When distributing information, it is important to remember that the most efficient way to do so is by making it easily accessible to your consumers. PR News suggests to think of yourself as a first-time user to experience both your brand and your website. Will the most relevant and important information be easy to find? If not, you may want to consider switching around your design. During a crisis, people are looking for readily available information. If it is hard to find, it will not be found. Place yourself in their shoes.

Finally, according to PR News, the most important suggestion to keep in mind is do not lie. This is an overarching moral code of public relations, crisis or not; but it is especially important during times like these. Any ethical company knows that your consumers will be able to see right through a lie and it is simply better not to sugarcoat anything when it comes to people’s safety. Knowing the difference between a clever “kumbaya” moment and the truth is your responsibility as a company.

For more information related to COVID-19 and the public relations industry, visit: PR News