In the last week, COVID-19 has turned the world upside down. In-person meetings and events are cancelled, offices and schools are shuttered, the future is uncertain, and it seems there is no “good” news to share.
So, what can professional services companies and economic development groups that aren’t directly fighting the disease do to communicate effectively during this uncertain time?
Here are four PR recommendations to keep in mind:
1. Don’t go dark!
Even though you may believe people are overwhelmed with messages right now, don’t stay silent. Your clients and potential clients are still working (albeit remotely) and will want to know what your company is doing – or can do – on their behalf. Even if you don’t know what will happen in your field because of the uncertainty, communicate what you do know, today. People are craving connections.
2. Social media will continue to spike.
Continue to update your social media channels every week, as people are paying attention as never before. Your posts can be brief and simply let everyone know that you are up and running and how you are helping your clients. You can also highlight people in your business that are going “above and beyond,” as well as strategies for navigating this challenging period. For example, our client Biggins Lacy Shapiro shared insights on the immediate and long-term impacts of COVID-19 on manufacturers via LinkedIn.
3. Pitch appropriate content to reporters.
Right now, the news is “all coronavirus, all the time,” so hold non-related news. That said, reporters are seeking sources as they cover all angles of the fallout—including new technology and media tools to help remote workers, companies seeing a surprising increase in sales, and economic development initiatives designed to spur local economies. This week, we’ve shared information with reporters about Topeka’s plans to move its vulnerable homeless population into empty hotel rooms, an Ithaca-based diagnostic company unveiling a new COVID-19 test, and record-breaking traffic on Patch.com.
4. Fill your pipeline of content.
Have you always wanted to blog about a topic related to your area of expertise? Do you have case studies developed highlighting recently completed projects? How about
an updated bio and company profile on LinkedIn? Are there awards you can apply for based on your firm’s work last year? Now is the time to build your stable of content and plan for the rest of 2020. The crisis will dissipate; use your extra down time so that you are ready when it does.
In short, it can be challenging to manage PR and communications for your company or organization during this crisis. As we move forward – in uncharted territory – be sure you take time each day to communicate with your clients, stakeholders and community.
About April Mason
With a flair for developing captivating storylines, April brings over two decades of experience developing public relations campaigns for clients large and small. Whether it’s a business, community, association or entrepreneur, April generates maximum “buzz” and attention for her clients. She founded Violet PR in 2010 to shine a light on community leaders, developers and designers making a difference in the world.
An expert in economic and real estate development, April formerly served as Vice President for Development Counsellors International, where she managed destination marketing campaigns for clients ranging from Anchorage to Wyoming.
She is proud to have earned a national PRSA Silver Anvil Award for Tacoma, Washington’s “America’s #1 Wired City” campaign. Most meaningful is the opportunity that Violet PR affords April to represent underserved destinations and demographic sectors. She actively partners with women-owned / minority owned businesses and assembles blue-ribbon political / business leader groups to attend groundbreaking restorations of brownfield sites.
Before relocating to New York in 1999, April oversaw award-winning media / marketing campaigns for the Kansas City Area Development Council, an organization she continues to work with today. She holds a Masters’ degree in Journalism/Marketing Communications from the University of Kansas.