Best PR practices during Covid-19 outbreak

By: Zainab Idrees Hawsawi

Things are changing, and we are now living in unprecedented times as the coronavirus crisis overwhelms us all. It has changed the way we work; it has changed the way we do business, and most importantly, the pandemic is very challenging in itself. And because things are changing, it is also changing the way we engage with PRs.

Don't try to panic sell, just be practical

People buy things when they feel the need for it. One thing that companies do wrong is taking opportunities of time, such as coronavirus, in this case, and try to panic sell. Be practical about your objective, and use your common sense, especially when you are trying to brand your company or talk about a launch of a new product, which is non-coronavirus related. Only a few stories will cut through unless they are related to Covid-19. If you can't make an announcement keeping the greater good in mind, better not do it.

Here are some of the best PR practices during the Covid-19 outbreak.

1.     Think about how you can re-focus your PR in a better way.

If you are trying to campaign something, which naturally blends in with the main subject, and have a close link to Covid-19, you already have your plan set. But, if you don't, don't try to focus relevancy out of every story that you have. You need to be practical about how your campaign can stay relevant to the current topic. One thing that you can do is talk about what kind of steps you are taking as a company to cope up with the Covid-19 stress. You can release some news about your company's way of fighting with Covid-19.

2.     If the PR news can't be re-focused, is it still relevant?

Yes, media is more focused on the news related to Covid-19, but think about some positive news that you can talk about. Amidst this pandemic, people do want to read something nice and warm. Stories about daily death reports are already affecting us mentally; probably, you can try to figure out the relevancy of your news.

Perhaps, you can talk about the donation that you have made or anything positive that will warm the reader's heart. PR agencies, along with Covid-19 news, are also trying to cover stories where it is indicating human emotions, sentiments to add more variety. Everyone knows that Covid-19 news is already creating havoc in our lives; people are interested in reading about positive news.

3.     If your PR campaign is not at all relevant, pause

If your PR campaign doesn't acknowledge what is happening currently, and only focus on marketing and branding, your campaign will cause more and severe damage. As I said, people are in a state of mind where they want to read about stories related to the present scenario. Keep your marketing campaigns aside for some time, and instead, plan again.

How should you be pitching?

Once you are ready with a relevant topic, which you know people would like to go through, and will remember, now is the time to think about your pitching strategies.

1.     Do personalize, but don't cross the line.

Take a look around you. Pay attention to everything that is happening around, how people are getting affected, how people are tackling with it, how businesses are taking care of it. Take a look at what other companies are tweeting or writing about. These things will give you a fair idea about your PR piece. Don't ask anyone to buy anything from you, don't sell anything, instead inform, make people aware, and let them learn something new from your PR campaign during Covid-19.

2.     Keep your tone empathetic

As I said, now is not the time to sell anything, rather communicate through your campaigns and be empathetic and positive. Highlight some good work that you have done or express your gratitude towards the general public for staying indoors, and staying safe. Be very careful about the information that you spread; don't spread misinformation.

3.     Use PR to stay connected to your customers

Another good thing that you can do, which most of the online grocery stores are doing is giving constant updates to their customers about what measures they are taking to tackle with supply shortage, how they are coping up with the loss, apologize to the customers for not being able to be there during the time of crisis. These types of campaigns will keep your customers aware and well informed.

Use this time to launch a PR campaign that doesn't miss the essence of the ongoing tragedy. We are living in a pandemic situation, and the truth is everybody is worried about it. Let your PR message make people worry less. As I have mentioned earlier, don't use this time to be profiteering from a tragedy, that's a wrong move. 

Be patient, plan your move, and inspire people, spread some positive news, and encourage people to do the right thing amidst this crisis.