Investigating the importance of PR during the coronavirus pandemic.
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No company or industry has been left untouched by COVID-19. Some have benefited from increasing reliance on the Internet and managed to flourish. others found it impossible to operate amid social distancing measures and strict health regulations.
No matter what camp you are in, improving your communication strategy and digital presence is the perfect way to make the most of a bad situation.
Here's why public relations can help you thrive amid the uncertainty we face.
1. Engage with your customers
Many people now are unable or unwilling to travel, attend in-person events, or even enter physical stores. But your customers and audience are still there and sitting at home – you just need to find new ways to reach them.
The method you choose will depend on your company or offering, but the options are numerous. Why not host free online webinars to teach people how to use your software? Do you write useful guest articles on websites your audience visits? Or do you start a podcast to get relevant insights into the industry?
While this type of digital content may not have an immediate impact on your bottom line, it is an investment that could pay off in the years to come.
2. Build your credibility
More than ever, people have ample time to research their options and understand the market. If you've never found the time to research press features or improve your website, now is your chance to take the opportunity.
Trust us – your customers will notice.
Public figures are also examined. Many of them are held accountable – from trivial examples like Kim Kardashian's 40th birthday island bash out of touch, to more serious cases like the Chief Medical Officer of Scotland breaking his own health and safety rules to get into their second home stay.
Social media and digital content can help you make the headlines for all the right reasons. Alternatively, you can use a press release distribution service to take matters into your own hands.
3. Get creative
When business is going well it is easy to complain about the way you work. Why fix what is not broken? But now everything seems to be broken.
Brands that can embrace creative solutions and try new things have the best chance of reaching new audiences and engaging existing audiences.
Have you considered trying influencer marketing? What about TikTok to get the word out about what you do? Social media is currently used on the roof.
Talking to a PR expert is a great way to come up with innovative ideas that are directly relevant to your industry and brand.
With a potential recession looming and the uncertain future of many sectors, it is tempting for companies to deal with the pandemic by cutting costs as much as possible – including their communications budgets.
However, this is a fatal mistake. The companies that will thrive on the "new normal" and beyond are taking the opportunity to accelerate their digital presence and connect with their audiences in new ways.
Do not trust the fear, but rather the potential of your brand and work on your PR strategy.