Trust is running thin in the age of COVID-19, particularly as the nation’s evolving guidelines, often lagging behind those of local legislators and businesses, keep us all on our toes personally and professionally.
As PR, marketing and communications professionals, the show must go on; it’s our duty to guide the leaders taking our organizations forward, to help them build trust with clear messaging, value-added thought leadership and altruistic intentions. At a time when fear and uncertainty abound, provide accurate information and transparent, concise messaging to keep the public informed and build trust that stands the test of time.
Consider a few of our top guidelines below.
Focus on Timely Topics
In the wake of COVID-19, businesses are working to understand and respond to the new realities brought on by the pandemic and little else. Depending on the nature of your organization and industry, you may be in a position to help!
What sort of guidance or expertise can you make available to help others better prepare to move forward or respond to the outbreak? By choosing to educate rather than promote, your organization can help others and build valuable credibility, trust and relationships in the process. Consider your customers’ concerns relative to the Coronavirus and all the new realities it brings while highlighting the unique expertise your company can offer to help your industry move forward.
With every in-person cannabis-industry event cancelled for the foreseeable future, PR Return client New Frontier Data called upon its trusted partners and network of thought leaders and assembled a world-class roster of speakers and panel discussions for its first-ever Global Cannabis Town Hall. The event focused on new realities of the cannabis industry in all corners of the globe; addressed important topics for operators, policy makers, investors and others; and attracted reporters from some of the world’s top media outlets, including Associated Press, Bloomberg, Newsweek and Rolling Stone. The event afforded New Frontier Data an opportunity to continue to lead the industry forward by assembling many global industry leaders in one virtual location while keeping its brand top of mind with industry leaders around the globe.
New Frontier Data COO Gary Allen and Founder and CEO Giadha Aguirre de Carcer deliver opening remarks at the April 2, 2020 Global Cannabis Town Hall.
Another PR Return client, Logistyx Technologies, began providing guidance on its blog early in the pandemic. Logistyx helps many of the world’s top manufacturers, retailers and logistics providers optimize their parcel shipments to boost efficiencies and customer service. As many Logistyx customers faced new challenges with national and international supply chains resulting from new regulations and government limitations on the movement of people and goods in response to the global pandemic, Logistyx quickly recommended strategies that could help international shippers cope with supply chain headaches that initially arose in China. They proactively published a blog post presenting critical information and supply chain options for international retailers affected by the virus. It’s topical and aims to better equip supply chain professionals to respond to the pandemic.
Adopt an Altruistic Attitude
Be helpful. Be present. Build bonds. Be altruistic. Now and always, it’s the right thing to do, and your brand will likely benefit.
For B2B businesses, this is an opportunity to serve as a source of forecasting and industry insights for your customers.
This information is never in higher demand than it is during a crisis. Thankfully, while there’s more at stake, many businesspeople find themselves with more time on their hands due to canceled travel, events and meetings. Take this time and use it to help and educate your customers. Make sure they know you’re there for them. Help prepare them to better handle today’s realities.
And, if you’re able to, consider donating resources. This story from Harbor Freight is a great example of how different companies can help in a way that aligns with their brand.
Stay the Course
A strong PR strategy that incorporates consistent messaging, forecasting, industry monitoring, thought leadership and practical, meaningful communications can stand the test of a crisis and should be built to do so. While strategy adjustments are inevitable, with a multi-pronged plan, it’s often possible to get business back on track even during an international crisis.
Of course, not all businesses can re-orient to get back on track quickly. Event-oriented businesses, for example, are obviously suffering right now. Along with hospitality, travel and other huge industries, unemployment in the United States and around the world is skyrocketing. Regardless of the nature of your business, determine which pieces of your marketing mix continue to support your business goals and reallocate budgets as needed to stay on course.
Our expert team can help you prepare to communicate proactively, be a resource to your industry and build brand equity while helping customers stay the course. Get in touch with us today to discuss how.