The 2019 novel coronavirus has directly impacted public relations and communication strategies for agencies, schools, healthcare organizations, government entities and businesses of all sizes. In the wake of the virus, a number of organizations have to find ways to work from home. The lack of physical communication and the shutdown of public speaking events have caused communications professionals to shift their communication strategies from in-person to online. This has increased the importance of successful brand messages across online websites, publications and so on.
Clarity in your Brand Voice
It is critical that your digital communication is relatable to your audience across all phases of the purchase process since a great number of people are more digitally connected during this time. Because of this, it’s best to tailor your blog posts, earned media placements and social media interactions to a wide segment of customers and prospective clients.
This is the time to get creative and produce a wide range of online content. It is a great time to pitch journalists on stories, especially if they have a “feel-good” angle. Emails are a great way to notify clients about business updates, and blogs are useful for sharing industry tips and brand exposure. Videos are an excellent way to show support in your community via blog posts and videos on your site. For example, Critical Mention is in the heart of New York City and our employees are working remotely due to the risk that COVID-19 poses. We understand that not everyone can work from home and many people, including clients of our own, are putting their lives at risk. So we shared our gratitude via video.
Increased Visibility to Customers
Many organization communicators are working from home, and it’s important to note that prospects and customers are in lockdown too. The increase in social distancing will likely cause people to turn to their phones and digital devices for communication as opposed to other in-person methods. Your online audience can potentially be larger than ever, so it’s best to respectfully observe trends and collaborate accordingly.
It’s likely that your competitors will try to do the same, so stay ahead in your industry by mentioning other brands in your blog posts as resources so they could hopefully return the favor and share your brand name with their audiences. Then, you can track your brand’s online mentions and capitalize on that extra brand exposure.
Until next time!
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Priscilla is the marketing coordinator for Critical Mention. Early on in her career, she developed a passion for marketing, writing and anything within the communication field. During her leisure time, she loves to watch her favorite sports teams and explore new restaurants with friends and family.