Now is the time for public relations: What you should pay attention to
All of them are online at the moment. The attention there has hardly ever been higher, and yet it is limited. Focused on a certain type of communication. But the current crisis means an opportunity for all of us, especially in the area of internal and external communication, marketing and public relations. An opportunity to try out new things and to draw attention to ourselves, to go new ways and partly also to adapt our services or even to completely reinvent them.
However, the line between success and failure is very narrow and dangerous. Because what is currently not sustainable at all, that is "Z.D.F.". If companies now communicate according to figures, data, facts, they will be ignored in the best case and strongly criticized in the most likely case.
Public relations now - but properly
All companies, whether corporations or SMEs, sole proprietors or self-employed, are being shown a lot of solidarity at the moment. People know that the crisis affects us all. At the same time, a lot of community spirit and generosity is expected. However, if companies now pull out their standard advertising campaign or sell products and services as usual with offer and price, this is very often not approved. This is even more the case, by the way, if it is an industry that benefits from the situation and whose services are needed.
What is still allowed, what makes sense?
So what can be done? Many companies are unsure what they should still communicate at all when marketing hardly works anymore or only partially. What they would still have to communicate at all if the business, the hotel or even the service company is almost or completely shut down. But companies that are currently profiting from the situation are just as uncertain. They do not know what they are still "allowed" to communicate. My tip from the communication practice: Tell about yourself. Tell what you and your employees are doing. Tell what you plan to do or what a day-to-day routine looks like normally and what it looks like now. There is hardly a better time than now for PR - your public relations internally and externally! What does that mean in concrete terms? Here are a few examples:
- If you are a catering or hotel business: Use the time and make, for example, a video series about what you do now with the remaining food. Or let the employees talk about their everyday life, what they do now and what keeps them busy.
- If you are a beauty salon: Give online tips on how to take care of facial skin at home with the simplest means. Show all that you now prepare and do internal training in the forced break.
- If you offer bike courier services, now show the way of a package, why this is complex and why it needs you.
- If you offer online services like webinars and profit from the situation: Be generous with subscriptions, increase and simplify testing opportunities, etc.
- If you run a large construction company: Show how you comply with hygiene requirements or explain in statements and videos how you now have to plan differently and what that means for you logistically.
- If you run an industrial company: Show what your employees do, explain what short-time work means and how you deal with it.
- If you run a tourist destination: Give out vouchers for the "reopening weeks" and the first glass of prosecco already now, when you may celebrate with your guests again in the future.
These are the rules you should follow
- Be generous with yourself and others. It will pay off in the long run.
- Remain (or become) authentic. This means that the communication must correspond to you and your company, only then are you credible.
- Show your values, how you think and act.
- Stick to the truth.
- Stay positive, meaning you are allowed to explain the difficult situation, but refrain from accusing third parties and making accusations.
- Stay in solidarity and show compassion. Arrogance and arrogance are devastating.
- Do away with pure numbers, data, facts. Bring emotions and service.
Incidentally, these rules apply to both internal and external communications in the current situation.
Crisis communication as the supreme discipline in public relations
Public relations always aims to generate understanding, to explain something, to inform, to optimize or strengthen the image. Crisis communication is the highest of the communication disciplines. If companies and entrepreneurs are generous and open now, but above all show attitude, it will pay off in the long run. By all means, continue to communicate - but please do it right!
Author:
Sereina Schmidt, a 100 percent communications professional, specializes in crisis communications and CEO reputation. Her strength is direct, transparent and honest advice and support for entrepreneurs, advisory boards, foundation, community and city councils. www.schmidt.ch
