PR and Marketing During Coronavirus: How to Stay Relevant During a Crisis

By Roxanne Leone, Director Marketing and Communications

There are now more than 141,000 cases of the coronavirus across the United States and every business has to do their part to help flatten the curve.  

In this difficult time of uncertainty, its critical that you explore new ways of doing business and step up your marketing and PR game to meet customer needs. Even during a pandemic, the phrase still rings true – out of sight is out of mind. 

How can your businesses stay relevant?  

• Expand resources on your website: in addition to Zoom making video conferencing free for K-12 schools in the US, they also expanded their resource section of their website with live demos, webinars, videos and blogs—something many of us can deliver on while working remote. 

• Offer free or discounted services/products: Headspace launched complimentary meditations titled Weathering the storm and free access to Headspace Plus for all US healthcare professionals working in public health setting. Review your current and upcoming promotions and see where it makes sense to adjust your timelines to meet today’s needs. 

• Convert F2F events to digital experiences: if you cancelled or postponed an event provide a channel for exhibitors to share product info and demos, announcements, and deliver educational content to people while virtual. 

• Introduce a new podcast or podcast series: Interactive TV Today is producing a new series of live and on-demand video and audio podcasts that will explore how the advanced/interactive TV industry is responding to the COVID-19 epidemic. This is a great time to invest in podcast production which is more affordable than you might think. Read the Sweet Fish Media blog for support on how to start your own podcast for your B2B brand. 

• Step up your social media game: create webinars from existing content marketing materials and invest time in producing regular video’s so your audiences remain educated and engaged. Shareable content is in demand and storytelling will help others understand how you can help solve their challenges. 
  
  

As an organization doing business in the U.S., continue placing emphasis on the safety of your employees, customers and partners and keep all of them educated and informed. If you haven’t flushed out your organizations key messaging for your various audiences, please check out some crisis management tips here. 

Also, keep in mind that in these troubling times it’s not just about your organization. Volunteerism is at an all-time low. For example, Feed America secures and distributes 4.3 billion meals each year through food pantries and meal programs throughout the U.S. Use the search feature on their website to find your local food bank. If feasible, gather your team to support the community.