Your PR Toolkit For Addressing COVID-19
Things are rapidly changing for businesses as new health regulations are continually being issued from both the CDC and federal, state and local governments. Now, more than ever, it is important to have a proactive and flexible plan that your business can execute in the coming days and weeks. Businesses should prepare to address COVID-19 in appropriate ways through social posts, websites and e-newsletters. We have put together a 6-part toolkit that you can use to assemble a suitable response and public image during this difficult time.
Develop Plans For A “New Normal”: Everyone is seeing their normal lives become disrupted by the developments from COVID-19. Businesses are no exception. It is important to address the virus and the potential impacts it could have on your business, staff, customers, patients, etc. Think about how you can alter normal operations to minimize contact and keep safety a priority during these times. For healthcare providers, maybe it is re-scheduling routine appointments. For restaurants, it might make more sense to offer curbside pickup or delivery options. For businesses that can operate from home, think about doing so for the safety of your employees. And, think about what your community needs right now. Now is the time for communities to come together; how can your business help? Whatever you decide, develop a written plan (not just ideas in your head), but also keep in mind that plans need to be flexible right now as new information is shared daily.
Revisit Your Content Calendar: If you schedule social media posts through a platform, such as Hootsuite or e-Clincher (what we use), review all previously scheduled content to make sure it still makes sense (and is sensitive to these times). Develop new content that is in line with any new plans or procedures you’ve developed. Remain flexible! We suggest not developing content more than a few days out at this point since things are changing so rapidly.
Make Sure Your Online Information Is Up To Date: Now is an important time to make sure your website is up to date, as well as your social media platforms. People will be spending more time online as they are passing the time in their homes. Make sure that you are presenting your business in the best possible light.
Add A Response To Your Homepage: It is important for people to know that you are addressing concerns and are aware of the situation as it impacts your industry. While it can be helpful to have a page dedicated to information about your team’s efforts during the pandemic, it is also important that it is presented clearly on your homepage. A few easy ways to do this are through a prominent link, a banner at the top of the page or through a pop up.
Keep Your Customers/Clients Updated: It is important to share all new information with your audiences in a timely manner. The situation is changing daily with new regulations and laws being implemented to protect the public. So, as you and your team make changes to your business accordingly, you should keep your audience informed through all of your communications channels, including social media, e-newsletters and your website.
Prepare For Responsive Customer Service: Your clients/customers may have questions or want more information about how your company is handling the developments. Make sure you have strong, easily accessible connection channels, whether through Twitter (a popular forum for customer service for larger companies), Instagram’s direct messages, Facebook messenger, LinkedIn messaging, email, text, phone and/or a contact form on your website. Let people know how you preferred to be contacted, and make sure you have someone dedicated to responding in a timely manner.
Have questions about how to craft a public response to COVID-19 for your company? We can help. Please contact us.
