Marketing & Strategy, Public Relations, Public Relations & Crisis Management

Five Ways to Use PR to Forge Ahead in the Middle of a Pandemic

By: Stephanie Ceccarelli, Vice President, Public Relations

A PR Campaign’s Coronavirus Survival Kit

宝马目睹了股市的狂躁起起伏伏,各大品牌在继续应对“产能有限”的世界的同时,也在随着新闻周期的变化而加班加点地调整,很容易让人相信你传达的信息不会对你的品牌目标产生影响. 但在你放弃所有制定详细计划的努力之前, 以下是修改公关活动的5个方法,可以帮助你继续为自己的品牌创造积极的知名度:

1. Assess Familiarize yourself as quickly as possible with the crisis. Identify who it’s impacting and how. 明确地了解这对你的目标受众意味着什么. In this case, everyone, across all sectors, is being impacted. 花点时间研究一下你的目标受众是如何受到影响的. What are their new needs, challenges, and losses? 这种理解可能会帮助你明确如何以一种敏感和有效的方式来调整你的信息和目标.

2. Monitor – If you work in PR, for instance, 你已经比普通人贪婪地消费了更多的新闻. During a crisis, pay even more attention. 密切关注新闻周期,而不仅仅是你最喜欢的网站和频道. 努力了解所有媒体是如何报道这场危机的. 每一个新闻周期都有自然的涨落,尽管这次危机的涨落远多于涨落, 密切关注新闻报道能让你知道什么时候形势开始好转, even if only for a moment. So, 虽然你不会想在新闻周期特别紧张的阶段发布任何重大消息, 在比较平静的时期,可能会有这样的机会. 如果你已经真正了解了新闻周期是如何变化的, 这样你就能更好地准确评估媒体的需求和时间.

3. Inform 要谨慎地告知危机,并了解你觉得有必要告知的人. Is the need for internal or external communication or both? 除非你是疾控中心或世卫组织等公共卫生组织的成员, 你的工作不是在纸上谈兵地谈论医疗建议,或者猜测事情会如何发展,或者下一步应该考虑什么. 你也应该建议你的团队不要采用这种方法. Furthermore, 几乎所有有任何类型工作人员的企业都必须将新实施的远程协议和/或加强的预防措施告知员工,并应遵循公共卫生组织的指导方针. If you have staff on the front lines of this pandemic, 媒体可能想知道采取了什么措施来保护这些人. 仔细开发语言重点,突出各种正在实现的新系统或协议,以及采取的任何预防措施, but again, in compliance with public health organization guidelines. 除非你在医疗保健行业工作,并希望将你的观点融入到全国性的对话中, 一定要仔细考虑关于当前事态的任何颜色评论. 目前,错误信息被广泛认为是大流行中的大流行, position yourself as part of the solution, not the problem. Stick with what you know.

4. Give – Amid any crisis, people are fearful and may at times feel helpless, particularly those most negatively impacted. 确定最迫切的需求在哪里,并迅速确定你的品牌在某种程度上尝试和帮助是否有意义. For example, early on in the pandemic, IBM donated 15,向圣克拉拉的山谷医疗中心基金会捐赠了000个外科口罩, CA, Apple donated 10 million masks to healthcare workers in the U.S.U-Haul为任何有需要的大学生提供30天的免费仓储服务. Locally, 米高梅度假酒店与八个州的食品银行和当地组织合作,分发了480份食品,000 pounds of food — equivalent to 400,000 meals — to those in need. In addition to the food donations, 美高梅国际酒店集团(MGM Resorts)承诺向员工紧急赠款基金提供100万美元的救灾资金,帮助员工支付账单和应付意外开支. On a large scale or small one, 在危机中进行慈善捐赠是一种有意义的方式,可以让你的客户的品牌在整个社区中受到欢迎, and something to consider on an ongoing basis anyway. 一定要制定一个有创意的策略和有策略的信息来支持任何慈善活动,以获得最好的结果.

5. Get Creative – 众所周知,宝马正在经历一个前所未有的、毁灭性的历史时刻, it’s worth reminding ourselves that this too shall pass. When businesses were forced to close, local and national restaurants, for example, 联合起来请求人们通过叫外卖来支持餐饮业. 参与者被要求在社交媒体上发布消息,并使用#GreatAmericanTakeout的标签来帮助传播消息. Subscription box, Birchbox与全国各地的医院合作捐赠了45只,000 beauty boxes to healthcare workers. 在冠状病毒爆发期间,促进自我护理,帮助减少焦虑, athletic apparel retailer, Lululemon began offering a variety of free yoga, workout, 以及在线社区的冥想课程,并附上了#流汗生活的标签. They also offered mediation practice playlists on SoundCloud. As with any time of conflict, 在这个充满不确定性的时期,创造力的需求不仅对生存至关重要, but a unique opportunity to showcase your brand’s capabilities.

While it may seem as if the ground is shifting beneath us, this pandemic has also leveled us in so many ways. So, now is not the time to shy away from challenges, instead confront them head-on – responsibly, with empathy and a flexible and creative mindset. 结果,你可能会发现你的PR活动比以前更强大了. Connect with us today to learn how we can help grow your business.

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