AS the Government starts to announce some changes to the lockdown restrictions we can begin to contemplate the possibility of getting back to normal, or a close-as-we-can-get-to-normal interim period, writes Chantal Cooke, of Panpathic Communications.
In this evolving situation, your business needs to be fit-for-purpose. And you will need to make sure your customers are fully aware of this.
Let’s look at why you need to focus on PR now:
There is an audience
Radio audiences have gone up considerably. And online publications have also seen their readership increase dramatically.
Journalists are open to ideas
Journalists are well set up for working from home and are looking for relevant content ideas. With fewer press releases coming in, they’re more receptive to those they receive.
If, a few months ago, you felt that you were a small fish in a big pond now your pond is far emptier. You are more of a catch.
Patterns found in times of uncertainty
We have been through economic uncertainty before and similar patterns are found. Amongst the most notable is that businesses that can and do invest in PR at the time of a crisis almost always fare better long term.
Analysis of crises also reveals the same three phases.
The three crisis phases
Here is what you should be doing at each point of the current crisis and why.
Phase 1: crisis is happening
Unless you’re at the frontline of the news, there isn’t a vast amount you can do here, other than offering advice and consolation. Make your contribution relevant and sensitive.
For example, if you have a product that is particularly relevant do make sure people know about it.
To be clear, this is not about profiteering. Most people are stuck at home and, if your product or service can benefit them, let them know about it. If you can, offer as much of a discount as possible. It is the right time to help others.
Phase 2: the end is in sight
At this stage, the end of lockdown and the crisis is close. From a PR perspective this time is critical.
The pond is getting busier. If you achieved positive visibility in Phase 1 you will be in a much stronger position. To maintain and grow your position, keep up your PR efforts with as much helpful advice-based content as possible.
If you have been quiet during phase 1, start making yourself visible again.
Phase 3: the recovery phase
People are back working, and life is feeling more normal. They’re getting haircuts, eating out, becoming customers again.
Businesses will resume spending their marketing budgets. For those business profiles that disappeared, budgets will have to work far harder to gain traction. But those that were present throughout the previous stages will have acquired big fish status.
Action
Invest time in PR activities and get practical advice on the PR process and how to implement it. If you have the budget, appoint a good, reliable agency, and if money is tight, do what is feasible yourself.
- ABOUT THE AUTHORChantal Cooke is an award-winning journalist, founder of Panpathic Communications and co-founder of PASSION for the PLANET, the UK’s first ethically focused radio station.
- For more information see: www.panpathic.com
- Twitter: @panpathic
- Facebook: https://www.facebook.com/PanpathicCommunications/
- LinkedIn: https://uk.linkedin.com/in/chantalcooke
