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Arhivă lunarăaprilie 2020

POST-COVID-19 DIGITAL PR STRATEGY

Yes, there will be a post-Covid19 time!

And we should be prepared in the Digital PR.

– Stop scheduling social media content, or do so a few days in advance only.

– Consider content strategy on a day-by-day basis to work better as this moment is fluid. We don’t know what is going to happen or what the next day may bring. While we can and should plan for what we think will happen and the content we assume people may want, reality is that things will continue to change instantly.

– It’s not the time to go dark on social media or freeze ad spending. Instead, consider how to be meaningful and memorable to retain, grow and expand followers and customers tomorrow.

– Expect parts of the country to open and relax restrictions at different rates. For communicators, this means thinking and acting hyper locally when it comes to digital advertising and promotion.

– People are relying on digital tools and platforms to communicate and stay connected. Creativity, relevance and messaging are more critical at this moment. Those who fail to change will be left behind.

EARLY LESSONS FROM THE CORONAVIRUS

There at lfew things that make this crisis very different from previous ones.

1. The first is that, unlike the 2008-2009 financial crisis, the coronavirus will force the return of big government.

2. The second is that the coronavirus provides one more demonstration of the mystique of borders, and will help reassert the role of the nation state within the European Union.

3. The lesson of the coronavirus relates to trust in expertise. Most people are very open to trusting experts and heeding the science when their own lives are at stake.

4. Unfortunately, the coronavirus could increase the appeal of the big data authoritarianism.

5. The fifth lesson concerns crisis management. To contain the pandemic, people should panic – and they should drastically change their way of living.

6. Covid crisis will have a strong impact on intergenerational dynamics.

7. At a certain point, governments will be forced to choose between containing the spread of the pandemic at the cost of destroying the economy or tolerating a higher human cost to save the economy.

RETHINK YOUR PR STRATEGY FOR THE COVID-19 OUTBREAK

With headlines about the coronavirus dominating the news, it’s challenging to develop marketing and PR plans. However, there are still things that savvy PR pros can do.

1. Think critically about how to tell your story.

Before you hit “send” on any marketing emails that reference COVID-19, think about whether you could be seen to be profiting from a catastrophe.

If you’re not sure if you’re capitalizing on someone else’s misfortune, you probably are.

 2. Know the news cycle.

If your news doesn’t fit in the first wave of coverage, you might be able to place your solution with a follow-up piece.

3. Focus on the fundamentals.

If you’re delaying any major campaign, that doesn’t mean that you have to be entirely sleepy.

In this current climate, does your messaging still stack up? If not, then a messaging revamp exercise could be in order.

 4. Look to the long-term.

Building a brand’s visibility, thought leadership, market competitiveness and reputation requires dedication and perseverance.

Now might be as good of a time as any to build your brand’s story.

WILL THE CORONAVIRUS CRISIS HAVE A LASTING IMPACT ON CSR AS WE KNOW IT?

I like to believe that it will. The impact of the coronavirus has had profound ramifications for society – from public health to economic security to the daily lives and routines of every single individual and family unit. CSR and communications professionals have an opportunity to show business can truly make an impact and not just adopt CSR as another ‘marketing tactic.’

Perspective 1: CSR and consumers Most of out costumers are not buying anymore a lot of products and services, but a company should show that the past consumers are still important and it’s time to give back some of the benefits they had.

Perspective 2: CSR and employees With Gen Y and millennials making up more of the modern workforce, it is time to pay attention to what they think is important. These generations are expecting their employer to be involved in fighting somehow with the effects of the pandemic.

Perspective 3: CSR and community CSR is also about being conscientious, aware of the way you interact with your stakeholders. Greater than any strategy, CSR can now give a business a competitive advantage who will be very useful after the pandemic.

GOVERNAMENTAL COMM. IN PANDEMY

That period it’s not at all easy for officials who are trying to lead despite the inherent difficulties of a rapidly changing situation fraught with unknowns.

But the natural inclination of politicians to communicate aspirationally is coming into conflict with that of scientists, who communicate in terms of what we know and what we don’t know. As we’ve seen, that’s played out in the form of mixed messages, resulting in confusion and dangerous behavior.

Any governmental communication should be asked these questions. If the answers are satisfactory, that could be paramount in the next weeks.

– Was the public involved as a partner and did the messages inform, dispel misinformation and allay fears and concerns as much as possible?

– Did the person delivering the message appreciate the public’s specific concerns?

– Did the person providing the message appear to be honest and open?

– Were those providing key, credible messages to the public, working together?