What I Learned About Crisis Marketing

What I Learned About Crisis Marketing

It is without a doubt that COVID-19 has stretched even the most seasoned marketer. I’ve run PR in a lot of different scenarios – product launches, acquisitions, closings, executive updates, ambassador / commissioner appointments, firing of company leaders – and more – but I’ve never been in a health crisis PR. I had to dig deep. It was hard. Still is. Here are a few things I’ve learned along the way to apply in messaging:

  1. Be transparent. You don’t have all the answers.
  2. Be truthful. Now is NOT the time to over promise.
  3. Provide updates – everyday if you have to.
  4. Be quick. Don’t wait.
  5. Be humble. Ask for help.
  6. Be helpful. Offer ways to help.
  7. Be present. Don’t stop providing services. You might need to market more.
  8. Be real to your mission. Don’t forget who you are as a company and as a professional.
  9. Be ready. Things will change quickly.
  10. Be available. Your customers/contacts may just want to talk.