It’s no secret that most businesses, especially the small, locally-owned variety, are struggling as a result of the COVID-19 health crisis. In such uncertain times, it’s important to make sure you’re following the best business practices. CK Communications has some helpful tips to make sure your company’s PR game is on point while the world is on edge.
1. Ethics above everything else. Times of crisis bring out the best and worst in people – and in businesses. Consumers want to feel good about where they choose to bring their business. From the way you treat your employees, to how you support your community, know that people are paying attention and be sure to put your business’s best foot forward. For example, grocery stores such as Wegmans have earned praise and support by offering employees hazard pay during this time, while local restaurants have donated meals to children and hospital workers. People will remember your response long after this pandemic is over.
2. Promote, but don’t push. Your audience is all ears – consumers are more engaged with social and traditional media than ever before. Be sure to acknowledge the current crisis, as continuing with a ‘business-as-usual’ attitude can come off as insensitive and out of touch. Still, you can, and should, continue to let people know what your company has to offer. Now isn’t the time for heavy self-promotion, cold calls or pushy email pitches, however, we encourage you to put your products and services out there with a steady stream of engaging social media content. Consider creating videos, blogs or webinars delivering helpful advice that’s specific to your talents and services. (From virtual beauty tutorials from salon stylists, to at-home workouts from personal trainers, there’s something for every industry!) People will appreciate your helpfulness and no-hassle approach, and they’ll come to you when they’re ready.
3. Give back, and share how you’re helping. Throughout the constant stream of COVID-19 related information, the most refreshing, enjoyable stories are the the ones about local businesses and individuals stepping up to help their community. Some local boutiques and seamstresses are creating, or even donating, handmade masks. Meanwhile, there are hardware stores collecting and donating essential supplies like masks and gloves. Others have contributed financially, or volunteered their time or talents for the greater good. Be sure to stay humble – a good PR practitioner will guide you on the best approach to publicizing your contributions.
4. Stay positive. This devastating virus has brought loss to so many – from the loss of employment, to the devastating loss of human life. It’s fine to be open with your audience about the struggles your business is facing, but more than anything, it’s important to be a source of positivity, light and hope throughout times that are scary and uncertain. Remind people that better days are coming, and remember: the comeback is always stronger than the setback.