PR has a huge impact on the credibility of a business and the outcome of sales metrics. Brand awareness assists the sales team, and more importantly in today’s climate, the surge in e-commerce. As consumers can’t try before they buy, they have to trust word of mouth, reviews and what they are seeing on social media/ in the traditional media.

Pre COVID-19, brands could increase their brand awareness by entering and attending award shows and speaking slots, and hosting in-person launches/events, where they could network with new and existing consumers, influencers, and journalists, thus increasing brand credibility totalling sales. Times have changed with the way brands/companies connect with consumers – what can a PR team provide their client with that can result in sales?

Keep calm and coverage on

It may seem like the right thing to do is to wait for this all to blow over, it isn’t. Brands need to be more present than ever and creating some (respectful and well thought through) noise in their industry to ensure the brand is staying on people’s minds and in consumers conversations. Coverage increases a brands reputation and credibility massively and in a period where that is essential to staying on track with sales and demand, collaborations, reviews, gift guides and content creation for the products need to continue and need to shout about what the brand represent.

Sales teams can use relevant press articles to back up what they’re trying to sell, and brands can use the content PR’s have generated on their social media channels – people buy from people. If a consumer sees their favourite trusted influencer celebrity promote a product or tag a brand or website, they are most likely to click through to the brand and check out what they are selling, therefor creating a sale for the brand.

Life after COVID-19

Although things have changed quite drastically in life since the beginning of the year and will continue to do so for a long time, there are still many ways to effectively communicate your brand into website click-throughs and sales.

• Email campaigns/ newsletters – if consumers have subscribed to your email newsletter, they are most likely previous buyers of your brand and will return for new releases, sales, brand/company news or changes, send out news directly into your targeted and trusted consumers eyeshot with emails (but don’t overdo it as they may unsubscribe!)
• Webinars – turn your planned in-person event digital with speakers, interactive Q+A sections and spaces for people to network and connect, the digital world has endless opportunities and now is the perfect time to utilize them.
• Social media – build on your social media presence and use it as a free advertising tool for new product releases, brand or company news and to connect and communicate with consumers.

If you require expert advice on how to navigate your business communications during the COVID-19  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.