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Utah Business

Building and growing a business came with a laundry list of important decisions to be made even before COVID-19 was added to the mix. Now, those decisions seem more extreme and impactful than before, and knowing how to communicate them both internally and externally has become confusing and complicated. In an environment that seems to change every day, being able to pivot your communications strategy to support your immediate needs is essential. But the question for many right now is, “Where do I begin?” The truth is, it depends. While the pandemic has impacted just about every industry, the effect has been different for everyone. On the one hand, industries like Telehealth are booming and have great need for traditional, external-facing media relations. In their case, working closely with a public relations (PR) team or agency is essential, as—for the time being—the landscape has changed significantly. Companies in this position should be doubling down on how their product or service adds value in today’s market, but should be careful to do so in a way that remains sensitive and isn’t boastful or exploitative to avoid sounding tone deaf. Contrastingly, other industries such as recreation, retail, and entertainment are fighting having to shut their doors and lay off employees. For them, other forms of communication are the priority. In these cases, while external communications efforts have slowed, companies should be retasking their PR teams or agencies to focus on other forms of communication that will support their immediate needs. Not sure what those are? You’re not alone. There is a wide range of uses for PR outside of traditional media relations that often get overlooked. Here are three of the most important use-cases given our current environment: Internal communications Above all else, your employees’ health and safety should be your top priority. If you don’t already have a central voice communicating with your employees on a regular basis, you should retask your PR team or agency to begin doing so immediately. Now more than ever, your employees need you to lead with boldness and show—through your actions and your words—that you are concerned about them and are making decisions with them in mind. When it comes to what you should be communicating, be as transparent as possible. Many companies have moved to a remote-work status and need employees to know how the change will affect their day-to-day. Many others are closing their doors temporarily and need to communicate next steps to their employees for the interim. Still, others are being inundated with new customers or leads and need to rally their teams to support the spike in work. In any case, your ability to communicate with your team regularly and transparently is an important part of employee satisfaction and morale, now and always. Show your employees you care about them as people beyond the work they do for you day to day. One way of doing so is to consider what challenges outside of work they may be dealing with and share resources to help. This could include links to free educational resources for parents with children at home, reminders about crisis and mental health resources your company already offers, or even health and wellness tips to keep employees feeling socially and physically fit. Regardless, be clear, authentic, and compassionate. Make yourself available as a resource when questions arise. Customer Relations When it comes to customer relations, many of the same rules apply. Transparent, authentic communication that incorporates future-proof messaging gives confidence to your customers in a time where everything else they read and watch makes them uncertain. Just be sure your messaging is consistent and there are no gaps between what you’re saying to your employees and your customer in order to maintain your brand’s authenticity. In addition, to minimize the impact this has on your business, try to anticipate the concerns your customers will have and provide solutions before problems arise. For example, many auto companies, mortgage lenders, and banks are extending payment deadlines or loan periods to relieve some of the financial burden consumers are experiencing. Likewise, airlines and travel agencies are waiving change fees to promote rebookings later in the year, rather than losing them altogether. In any case, think creatively and offer virtual or contact-less services wherever possible to reassure customers and reinforce your commitment to them. Alternatively, consider leaning into community and philanthropic efforts with the intent to be a part of the solution. Doing so will not only build goodwill for your brand, but also relieve the strain on the people and communities where you, your employees, and your customers live and work. Many have already begun: breweries are pivoting to making hand sanitizer, and car and boat manufacturers are now making ventilators. Your solution might not be so extreme, but find ways that you can support and let your customers know. Crisis communications Interfacing with the media can be intimidating for anyone, especially in times of crisis. The good news is—in today’s circumstances at least—you’re not alone. You’re not dealing with these challenges in a vacuum. Others in your industry are facing the same circumstances and feeling the effects on their businesses in similar ways, whether it’s mass layoffs, drops in revenue, storefront closures, or a combination of those and other issues. Rest assured, you’re not the anomaly, so coverage may not be as punishing as you fear. The caveat is that you communicate these crises tactfully. There are two ways to approach communications during a crisis: proactively or reactively. Now more than ever, consumers are looking to brands for solidarity and hope. If you deceive them or give them reason to perceive, in any way, that you’re in this for profit rather than people, you’ll lose their trust completely. Amazon, for instance, is struggling to keep up with the exponential increase in online orders, as well as the constant barrage of news reports about poor warehouse working conditions. Despite being in what could be considered a positive business position (if there’s a positive position to be held in all this), Amazon appears to be prioritizing efficiency over the health and safety of their people, a decision that is earning backlash from employees, consumers, and media alike. Contrastingly, online learning platforms, communications services, and even aerial imaging companies, among many others, are proactively communicating free and discounted services for teachers, parents, government agencies, and healthcare workers to support relief efforts. They are the companies making conscious efforts to come together as a part of the solution, despite the setbacks they’re all facing in one way or another. Regardless of how COVID-19 is affecting your business, there are ways you can refocus your PR efforts to help. And while this list is by no means exhaustive, it gives you a taste of the variety of ways you can utilize your PR team during this crisis. Regardless of where you fall on the spectrum of impact, consider involving an agency or individual in your communications. The right one can not only help you with the version of PR you need now, but also develop a communications strategy to help you through recovery and beyond.

Your company might not be utilizing PR correctly during the pandemic

Building and growing a business came with a laundry list of important decisions to be made even before COVID-19 was added to the mix. Now, those decisions seem more extreme and impactful than before, and knowing how to communicate them both internally and externally has become confusing and complicated. In an environment that seems to change every day, being able to pivot your communications strategy to support your immediate needs is essential. But the question for many right now is, “Where do I begin?” The truth is, it depends. While the pandemic has impacted just about every industry, the effect has been different for everyone. 

On the one hand, industries like Telehealth are booming and have great need for traditional, external-facing media relations. In their case, working closely with a public relations (PR) team or agency is essential, as—for the time being—the landscape has changed significantly. Companies in this position should be doubling down on how their product or service adds value in today’s market, but should be careful to do so in a way that remains sensitive and isn’t boastful or exploitative to avoid sounding tone deaf. 

Contrastingly, other industries such as recreation, retail, and entertainment are fighting having to shut their doors and lay off employees. For them, other forms of communication are the priority. In these cases, while external communications efforts have slowed, companies should be retasking their PR teams or agencies to focus on other forms of communication that will support their immediate needs. Not sure what those are? You’re not alone. There is a wide range of uses for PR outside of traditional media relations that often get overlooked. Here are three of the most important use-cases given our current environment:

Internal communications

Above all else, your employees’ health and safety should be your top priority. If you don’t already have a central voice communicating with your employees on a regular basis, you should retask your PR team or agency to begin doing so immediately. Now more than ever, your employees need you to lead with boldness and show—through your actions and your words—that you are concerned about them and are making decisions with them in mind.

When it comes to what you should be communicating, be as transparent as possible. Many companies have moved to a remote-work status and need employees to know how the change will affect their day-to-day. Many others are closing their doors temporarily and need to communicate next steps to their employees for the interim. Still, others are being inundated with new customers or leads and need to rally their teams to support the spike in work. In any case, your ability to communicate with your team regularly and transparently is an important part of employee satisfaction and morale, now and always. 

Show your employees you care about them as people beyond the work they do for you day to day. One way of doing so is to consider what challenges outside of work they may be dealing with and share resources to help. This could include links to free educational resources for parents with children at home, reminders about crisis and mental health resources your company already offers, or even health and wellness tips to keep employees feeling socially and physically fit. Regardless, be clear, authentic, and compassionate. Make yourself available as a resource when questions arise. 

Customer relations

When it comes to customer relations, many of the same rules apply. Transparent, authentic communication that incorporates future-proof messaging gives confidence to your customers in a time where everything else they read and watch makes them uncertain. Just be sure your messaging is consistent and there are no gaps between what you’re saying to your employees and your customer in order to maintain your brand’s authenticity.

In addition, to minimize the impact this has on your business, try to anticipate the concerns your customers will have and provide solutions before problems arise. For example, many auto companies, mortgage lenders, and banks are extending payment deadlines or loan periods to relieve some of the financial burden consumers are experiencing. Likewise, airlines and travel agencies are waiving change fees to promote rebookings later in the year, rather than losing them altogether. In any case, think creatively and offer virtual or contact-less services wherever possible to reassure customers and reinforce your commitment to them. 

Alternatively, consider leaning into community and philanthropic efforts with the intent to be a part of the solution. Doing so will not only build goodwill for your brand, but also relieve the strain on the people and communities where you, your employees, and your customers live and work. Many have already begun: breweries are pivoting to making hand sanitizer, and car and boat manufacturers are now making ventilators. Your solution might not be so extreme, but find ways that you can support and let your customers know.

Crisis communications 

Interfacing with the media can be intimidating for anyone, especially in times of crisis. The good news is—in today’s circumstances at least—you’re not alone. You’re not dealing with these challenges in a vacuum. Others in your industry are facing the same circumstances and feeling the effects on their businesses in similar ways, whether it’s mass layoffs, drops in revenue, storefront closures, or a combination of those and other issues. Rest assured, you’re not the anomaly, so coverage may not be as punishing as you fear.

The caveat is that you communicate these crises tactfully. There are two ways to approach communications during a crisis: proactively or reactively. Now more than ever, consumers are looking to brands for solidarity and hope. If you deceive them or give them reason to perceive, in any way, that you’re in this for profit rather than people, you’ll lose their trust completely. 

Amazon, for instance, is struggling to keep up with the exponential increase in online orders, as well as the constant barrage of news reports about poor warehouse working conditions. Despite being in what could be considered a positive business position (if there’s a positive position to be held in all this), Amazon appears to be prioritizing efficiency over the health and safety of their people, a decision that is earning backlash from employees, consumers, and media alike.

Contrastingly, online learning platforms, communications services, and even aerial imaging companies, among many others, are proactively communicating free and discounted services for teachers, parents, government agencies, and healthcare workers to support relief efforts. They are the companies making conscious efforts to come together as a part of the solution, despite the setbacks they’re all facing in one way or another.

Regardless of how COVID-19 is affecting your business, there are ways you can refocus your PR efforts to help. And while this list is by no means exhaustive, it gives you a taste of the variety of ways you can utilize your PR team during this crisis. Regardless of where you fall on the spectrum of impact, consider involving an agency or individual in your communications. The right one can not only help you with the version of PR you need now, but also develop a communications strategy to help you through recovery and beyond.

McKinnley is a senior PR executive with experience in media relations, crisis communications, and strategic planning for consumer and enterprise brands. She enjoys helping startups feel big (and big brands think like startups) by leveraging data, customer stories, and executive industry expertise to tell compelling media stories.