If you were unable to join us for our virtual seminar all about the importance of PR during a pandemic, then you missed a treat. Truly, try harder next time.
But don’t worry, here I’ll (Jenn) take you through the key points and help you understand what you can do to come out strong at the other side.
Let’s start by breaking this down into the three economic phases of the Coronavirus crisis and what they involve.
First there’s the Covid crisis – where we are now
During this period businesses need to be responsive to circumstances and most fall within three categories:
Flex: businesses that haven’t been badly affected but may need to make slight tweaks such as supermarkets and logistics firms
Fix: companies that haven’t been totally knocked out but who have had to make changes to survive such as garden centres and restaurants
Freeze: firms that can literally do nothing but wait, for example airlines and travel agents
Secondly will come the false pneuma
This period of three to four weeks will be a time of elation, pneuma literally meaning a ‘breath of fresh air’.
Most will be saying how brands, business, habits, and the world has changed forever.
Quite frankly, that’s nonsense. Humans have been developing cognitive behaviour and habits for millennia, a few months in the house is not going to change things this dramatically.
You may remember the 1996 ‘Mad Cow disease’ era and how 60 per cent of Brits swore never to eat British beef again? Well, just go and check your fridge/freezer. We’ll wait.
Third and finally comes the exogenous recession
Yes, we all expect it and no, no one is able to predict when or how long that will be.
What we do know is that it is the final stage and opportunity for you to get ahead of your competition.
You must keep building your brand – the acceleration of a strong brand will make a marked difference over the weaker ones on the other side.
(Thought I’d put that in bold and italics so you’ll notice it. It’s quite important.)
It’s not impossible to build a brand during a recession, but it’s bloomin’ hard, so work with what you have; your tone, your presence, your story. No one can change those, but not everyone knows them.
So what can you do?
It doesn’t matter, as long as it’s not nothing.
Studies have shown that businesses that have increased their marketing and PR activity during a recession have increased their share of voice and the market purely by maintaining the message.
At a time when people are panicking and competitors are pulling back, push forward – you’re already ahead of them.
- Send out press releases
- Increase (or start) social media activity
- Write thought leadership articles asking (and answering) the controversial questions
- Advertising online, on social media, in trade/local publications
- Pay for advertorial space
- Use video, animation and design to share each message in a new and dynamic way
- Write case studies, blogs and testimonials that show how amazing you are at what you do and the knowledge you have
Remember, a recession is here for a shit time (yes, that is meant to say that), not a long time. Do what you can to be sparkling at the end.
If you would like to discuss any of the above in more detail or are looking for help to maintain your brand throughout this period, please don’t hesitate to contact me on 07948348165 or email@example.com