Public Relations vs Coronavirus

I guess people would presume that public relations as an industry is suffering just like most are at this moment in history. The outbreak of Coronavirus has really shaken things up. In reality though, PR hasn’t been forced to change as quickly or as much as what you may think.

Usually, March is an exciting month in public relations, with the arrival of Spring and therefore the arrival of seasonal events for PR to latch on to and create exciting campaigns for. All PR agencies’ experiential or event-based activities have now been dropped sharpish as the pandemic reached the UK. And as we all know, the media is full of the virus, so the PR industry has changed its approach, as the media are looking for help in finding some stories that give readers a break from all of this.

When the lockdown began, there was a lot of media attention on famous festivals, sporting and cultural events that were all being cancelled, as well as the traditional occasions that have fallen during this time so far like Mother’s day and Easter weekend. These will definitely be days that will go down in the memory books as an unrecognisable celebration compared to usual.

Public relations executives have emphasised the need for more frequent, transparent and accurate communication. Social media usage is completely through the roof, and whether it is as a result of the virus, or despite the virus, everyone is craving conversation and connection more and more, and this has got to be a huge opportunity, but only for brave clients looking to create a rainbow in the storm. People will be seeking relief and entertainment in their news feed as they scroll their days in lockdown away.

This means that creativity has never been more vital to the existential threat facing public relations. With basically all of the news channels showing one subject for 99% of the time, you’re only going to be able to cut through this with an amazing stand-out idea. PR executives have always been used to moving quickly, responding to customer needs and fast, so this pace of change is not out of the ordinary, and this will be a huge benefit to the PR industry for dealing with this time.

Creative teams tend to thrive on collaboration, and this is obviously going to be hugely effected as no one can be face to face in offices like usual. It could be difficult to convey through a computer screen as PR executives are now having to create ideas through calls and conferences. Public relations professionals will definitely be missing the interaction, but looking at colleagues through a screen rather than across the desk will slowly become normality, like for the rest of us. With this inevitable adjustment to the ways of working, creativity and innovative approach has ramped up a notch, as more than ever, creativity is acting as a bond for people to come together.

It cannot be stressed enough what a sensitive and tragic time we are experiencing though. Campaigns and messages have been either pulled or adjusted to make sure they fit the times. The public relations industry has to be more careful than ever to hit the nail straight on the head with their creative campaign ideas for any brave clients looking to relieve people from the stresses of this time. Selling or promoting a product/service seems like it is the least important thing to do right now but it will provide access to the benefits that these would potentially provide. Timing is everything and the true purpose of any campaigns at this time will shine through. However, it is important to yes be creative, but to keep the message simple and factual to avoid any unnecessary panic. PR executives also need to be on the ball and constantly researching at the moment to monitor and keep up with the media, and regularly engage to keep up to date.

Louis Vuitton is a great example of a simple yet powerful action taken, which has earned the business great media coverage whilst being sensitive to the time. Owner LVMH said they will use their perfume production lines to start making hand sanitiser to protect people against the outbreak (this was before the lockdown). They were to be delivered free of charge to the health authorities and they will honour this commitment for as long as necessary. This created such positive coverage in the media and a bit of light within the darkness.

Public relations executives are used to moving quickly, and constantly. This is no different to what is happening now, as times are changing and adjusting fast with the spread of this virus. There are going to be brands made because of this situation and some agencies will come out of this with an even stronger relationship with their team and clients – everyone has got to stay connected in as many ways they can.

The industry is pondering when and how it will be able to start the communication machines back up to normal and how the world of public relations may have changed by then, when we can get back to it. There is a new normal in town, and no one knows what it looks like yet.

Thanks for reading! Keep smiling and have a great day! Liv xxx