There could not be a better time to grow your existing business relationships or build on new ones. Use this downtime to your advantage to build new contacts, whether it be journalists, TV producers and researchers, celebrity/ talent agents, influencers and new business/client opportunities. Check in on your contacts via email or on social mediaAdjust brand strategy for existing clients and share new product launches or best sellers to journalists, celebrities and influencers to let them know you’re thinking of them- this also maintains increase brand awareness and relevancy.
Analyse and prepare for the demand
The current crisis shows the importance of collaborating closely with the media and nurturing those relationships. Journalists are now busier than ever and are unlikely to read emails from unknown contacts or which offer irrelevant content. Study what the press and your existing journalist contacts are asking for, if they are heavily focusing on COVID-19 or if they’re going the alternate route and avoiding reporting as much as they can, to promote positivity to their readers in a dark time.
The media is currently inundated with COVID-19 stories and adapting to the tone of the current situation is a necessity and determining the success and failure of brands right now. Brands need to be sensitive, recognising the current climate but also sharing relevant positive news where possible. For example, are you launching a new webinar series, providing PPE, donating money, or offering venue space or hotel rooms to patients or key workers?
Relationships are key
Influencers now find themselves with empty schedules after many planned events, launches and press trips have now been postponed and cancelled. Now’s the time to contact them! Reach out to your influencer contacts with an eye-catching, aesthetic PR box, or press gift. If the influencer in question likes your products, you’re likely to receive organic long term earned content.
Tactic used to build relationships can be as simple as showing support to an influencers page by liking posts or commenting
Strong, positive relationships with influencers are key to pushing a campaign to its full potential. Building a foundation with your core influencers is also useful for future business opportunities– if you know you can rely on an influencer to create amazing content for your brand and they can rely on you to respect their own values and key messages, you are almost guaranteed a great outcome.
Catch them while you can…
Now is the perfect time to work on upcoming campaigns with available celebrities that would have been otherwise tied up in film or TV production and are now at home and available. Analyse what celebrities are promoting on their social media, whether it’s baby brands, or charity work which one best aligns with your offering. This could be the beginning of a long-term relationship. As the digital world is evolving and changing the way everything will be done in years to come, this could be a great opportunity to adjust your business plan and innovate – how about working with a celeb to create adverts from home? This could bring a more personable feel with your brand’s market or demographic.
If you require expert advice on how to navigate your business communications during the coronavirus crisis and beyond, or would simply like an objective view of your current PR strategy, please contact us at Clareville Communications in London by emailing [email protected] or calling +44 (0)207 736 4022.