Public relations experts agree, now is not the time to be silent. You have something valuable to share. Whether it’s how you are adjusting access to your products or services, finding ways to help a problem, retooling your factory, or in the B2B world, staying accessible to your clients, people are hungry to learn.
It’s also not a time to put off good communications. Sure, you have a lot on your plate right now, but your audiences are looking to you as a resource. The information highway travels at light speed and you need to get in front of any rumors or assumptions that could harm your enterprise.
Here are a few tips we’ve found helpful to communicate both internally and externally in this time of crisis.
Accurate information. Your website and social media should be the best source of accurate information about how you are responding. If someone has a question during this time, they should be able to find the answer directly from you. For example, I may want to know if you are essential or non-essential during the stay-at-home order and does that mean I can’t buy from you right now? Put out a statement. Monitor frequent questions people are asking and address them publicly.
Keep staff up-to-date. Your team should be the first to know about company modifications as you walk through this fluid coronavirus situation together. Speak to them as you would family, be reassuring that you care, and let them know everyone is trying to do the best they can. Be patient, keep them safe, provide resources and updates as they develop. Keep their minds at rest and let them know your contingency plans.
Manage your customers’ expectations. Businesses are trying to find a balance between keeping workers safe and delivering what customers want. Tell them how the process has changed. Transparency goes a long way. As a customer, I want to know when my purchase will arrive! Think ahead and be prepared to answer questions like:
- What steps is your company taking to protect employees?
- What will happen if one of your employees contracts the virus?
- Will there be any product supply shortages?
Don’t miss an opportunity. The media wants content. They want your story of how you are responding to this challenge in a positive way. Now is the time to send a pitch with a picture. In case you’re thinking this is about profiteering, it’s really not. The motivation is about showing your values and being a good corporate citizen.
Pivot away from hard-sell messages. Shift your media messages away from selling and talk to people. You be the gauge of when it’s time for consoling and when it’s time for laughter. Post a calming photo or a nice song. Be human. Be extra sensitive.
You can listen to the landscape by following these keywords: your brand name, coronavirus, COVID-19, Covid19, Corona Virus.
Or hashtags:
#yourbrandname, #coronavirus, #covid19, #CoronavirusOutbreak, #covid2019, #Coronavid19, #flattenthecurve, #socialdistancing, #coronapocalypse, #QuarantineAndChill, #coronavirususa, #HighRiskCovid19, #coronavirusupdates, #stayhomesavelives, #StayHome, #Handwashing, #SafeHands, #HandWashChallenge, #WashYourHands, #coronaviruspandemic and #slowthespread.
Let us know how we can be helpful to you!
Do you have a Google business listing?
Google released some guidelines for businesses affected by COVID-19. Updating your Google My Business profile will provide the latest information to your customers on Google Search and Maps.
Office ear candy
If you are working from home and miss the sounds of the office hustle and bustle, enjoy these YouTube videos of ambient noise:
