When I started my PR career in September 2019, I had never imagined what I would face and experience in the first year. Due to COVID-19, the whole world has come to a halt, meaning that campaigns, events, launches, press trips that you or your team had planned, will probably have been postponed or cancelled. In these unprecedented and challenging times, PR is more important than ever. Consistent and relevant comms is so key in times of crisis (and beyond). That’s why we’re working closely with our clients on messaging around the crisis and planning their business strategy for when the crisis is over.

The result? I’ve learnt a lot about crisis comms in a very short space of time! I working to support my PR colleagues, showcasing my ideas and being there to help out wherever possible.

Top tips

Here are 5 top tips that I have found to be helpful when adapting and contributing to the team during a crisis:

1. Study approaches the media is taking. Many news outlets – particularly broadcast – have had to shift their format to accommodate fewer staff.
2. Use this time to build strong relationships with journalists, influencers and brands. Ensure you have the correct information to fit the needs of different media. If you’re offering an interviewee, ensure they have a good Skype or Zoom connection. Never has technology mattered so much!
3. Support your client’s business needs. Suggest new strategies to maintain brand awareness during a crisis, ensuring consumers remember and continue thinking about the brand.
4. What’s your agency’s USP and how can they offer comms support to businesses during these challenging times? Do your research and discuss with the team as to how your agency can stand out from the rest.
5. Set yourself personal career goals and make sure your colleagues know they can rely on you to get work done to a deadline and to a good standard.

The coronavirus crisis has propelled me straight into the heart of crisis comms and I have experienced and learnt so much in such a short amount of time. I intend to use this time to support both my colleagues and the clients I work for, ensuring we’re in good shape to continue business success once this has all passed.

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.