5 Ways PR Firms Can Help Companies Weather the COVID-19 Pandemic
Whether it’s health care, the economy or politics, the coronavirus and its fallout has dominated the news cycle for months. As social distancing continues and new cases are on the rise across the southern U.S., organizations are faced with new communications challenges each day.
During these unprecedented times, an experienced public relations team can help companies stay in front of clients and prospects – and remain relevant – by generating high-quality content. Here are five ways that PR firms can help businesses weather the COVID-19 pandemic:
1. Help get the word out
COVID-19 has completely upended the media landscape; without a direct tie to the “news of the day,” it is more difficult than ever to get your company featured in news stories. In response, PR teams are leaning on their respective areas of expertise to ensure steady content output amid the pandemic. Communications experts can cultivate community- and public-health-related news items and develop compelling blog and social media content to ensure channels do not “go dark.” For our client, the New Jersey Business Action Center, we worked to highlight the various resources the organization provides by placing contributed articles in regional publications and sharing news frequently on both Twitter and LinkedIn.
2. Recognizing new trends
A smart PR campaign could be the key to maintaining a company’s reputation amid challenging times. While networking events, conferences and trade shows are postponed indefinitely, companies must find new
ways to connect with prospects and partners. A PR team can help maximize a company’s reputation via social media, virtual networking events, webinars and virtual media interviews. PR pros can develop talking points and messaging for a virtual speaking opportunity or bylined article placement.
At Violet PR, we identify and publicize stories for our clients that tie into the nation’s recovery efforts. Specifically, we’ve seen success highlighting new small business grants and incentives, industry trends in aviation and design, plus environmental and transportation work in the architecture, engineering and construction (AEC) space. Our client, the Greater Topeka Partnership, leapt into action to help the region’s small business community, and offer key workforce incentives, during the COVID-19 pandemic. We were able to promote these news items nationally, getting coverage in Bloomberg, Fast Company, Next City, Axios
and others.
In N.J., we were quick to promote the ongoing environmental and transportation work conducted by Dresdner Robin during COVID-19. In partnership with the New Jersey Department of Transportation (NJDOT), the Jersey City-based land-use firm conducted critical site work and participated in virtual meetings among municipal regulatory boards. Armed with this information, we were able to get Dresdner Robin media attention in
publications like Engineering News-Record, Real Estate NJ, and others.
3. PR campaigns won’t slow down during COVID-19
Unlike ongoing marketing campaigns that (without real-time updates) can seem tone-deaf in a time of crisis, a PR team can work closely with a team to create messages that benefit an organization and raise positive
awareness. Because PR professionals are already equipped to work remotely, and create content daily, you won’t see campaign delays. If a marketing initiative has been impacted by COVID-19 (cancellation of trade shows or in-person events), a PR team can quickly pivot to create a temporary plan to reach key audiences
while travel and public gathering restrictions continue. It’s uncertain how long social distancing will endure, but a smart PR team can help a business remain connected to its key audiences.
4. Seeing the ‘big picture’
At its core, a PR professional’s job is to manage a client’s position and reputation via favorable news coverage and improved web presence. In times of a pandemic, these principles hold true, as PR teams are working swiftly to develop newsworthy stories that speak to the challenges of the day (reemerging post-pandemic or assisting the community, etc.). Working with a team that clearly demonstrates a “big picture” mentality creates new opportunities to highlight a brand, while remaining empathetic to both target
audiences and recipients of the coverage.
One noteworthy campaign conducted by Violet PR during the COVID-19 lockdown included our work for the Pittsburgh International Airport. As the airport introduced new sanitization methods – including the use of autonomous robots – we packaged the news and shared nationally, resulting in over 40 news stories and 2.5 billion online impressions, including Good Morning America and the New York Times.
And in N.J., we worked with our clients at Lincoln Equities Group to develop a news announcement around their acquisition of a 1.2 million-square-foot pharma manufacturing facility in Central Jersey, formerly
owned by Bristol Myers Squibb. Using targeted messaging, Violet PR emphasized the site’s potential as a campus for drug manufacturing “reshoring” or expansion during COVID-19 – resulting in more than 35 news stories, including Commercial Property Executive, Fierce Pharma, Connect New York and U.S .1.
5. Navigating COVID’s phased reopening
One questionable component to the global pandemic is the strategy for reopening and how various sectors recover. This locally based, gradual reopening strategy – along with the threat of a second wave – make it
clear that companies will benefit by looking to PR professionals for sound strategic and creative guidance. We are working with organizations across multiple sectors – including real estate development, engineering and economic development – to strategize on how to best communicate with key audiences and refine key messages, often on a daily basis.
Overall, the road to recovery from coronavirus is uncertain, but there’s no reason for it to feel impossible. A PR team helps navigate the big-picture strategies and produces high-quality content so that an organization can actively communicate with its clients and prospects amid the uncertainty. This is an important approach that could help keep businesses visible – and profitable – in the months (and even years) ahead.
Interested in learning if a PR campaign is right for your company’s marketing agenda? Reach out to us for a chat. To read more PR tips, visit www.violetpr.com/blog.
About Violet PR
Whether it's rebranding a city, drawing attention to a revitalized neighborhood, or promoting a new sustainable development, Violet PR helps clients make a difference. Through a combination of news stories, social media and compelling content, our N.J.-based boutique public relations firm helps clients attract more dollars and supporters. www.VioletPR.com