PR Week’s Virtual Conference: Communicating in the Coronavirus Era | Kamattie Singh
The Coronavirus has taken the world by surprise by causing a global pandemic. People are forced to stay inside their homes and social distance, something we’ve never done before. Many families are left stressed since their world has turned upside down. We must now scramble for masks, stay 6 feet apart and stock up on paper tissue. In times of uncertainty, many companies were left to make an urgent response to its customers. I was able to tune into the PR Week’s virtual conference that addressed Communicating in the Coronavirus Era.
One of the main takeaways from this conference was to Lead with Purpose. The role of major organizations during this time is to ensure the well being of all employees. These are major stakeholders of companies and they must feel supported by their employers since many are in a time of distress. Yes, companies could easily make donations but letting employees know that they are a main priority goes a long way. Some common examples for this pandemic include work from home policies or paid leave. Employees should feel like they are assets to their company.
State Farm partnered with Jimmy Fallon early on to focus on helping communities and neighborhoods. They immediately implemented the Good Neighbor Relief Plan, to help figure out payment plans for customers. Customers aren’t using their cars since we’ve been on a lockdown so it was important to begin this program as soon as possible. When Coronavirus is over, it is recommended that companies make a renewed commitment to leading with purpose.
"Every piece of communication should have meaning and be authentic."
Consumers as well as employees will be more vigilant for these types of messages because they feel connected to a brand that looks out for the common good.
"All eyes will be on companies to provide valuable information to an audience that inspires the next steps in the coming months."
I couldn't agree with this quote more from the communications director of State Farm.
Coronavirus has triggered PR teams for all companies that need to address the severity of the issue. Not one company was truly prepared but had to figure an immediate plan. This is where Crisis Management plays a huge role. Typically, CEO’s issue the initial statements in a crisis that is honest and transparent. Leadership teams were quickly looked upon for next steps following Coronavirus. Leadership teams should show alignment and unity. Now that these individuals are involved, the CEO should become less involved. “Companies are benefiting from increased trust” because customers and employees are feeling assured. Whether it be with debt relief plans or a simple conversation from between customer and employee, each action goes a long way. Crisis resets a brand and brings them back to their core values.
Lastly, all new innovations that were planned to be launched should be put on hold. It is understood that some projects were scheduled to launch at this time but is it imperative that Coronavirus has been addressed first. Communication methods will be closely watched during this pandemic and it is important that each company comes with the correct approach.
