Media Relations

With so many of us homebound, consuming news the way we used to scarf Starbucks, there might not be a worse time to do something that could harm your reputation.

You head outside for a run. Your son works as a cashier at the grocery store. You need to take a trip to the pharmacy. You wonder, is a mask necessary?

CNN news anchor Chris Cuomo revealed a COVID diagnosis March 31, posting the update to Twitter and noting concern for his family ahead of his own health.

While in a holding pattern, some organizations are pivoting from content production to information gathering.

As the nation braces for what is likely to be a grim several weeks, social media feeds are intentionally devoid of the usual April Fools’ Day wit.

With so many brands and organizations over-communicating, there’s more clutter than usual.

You’ve created your coronavirus messaging plan and advised executives to communicate authentically, transparently and from the heart. Your job is far from over, though. Perhaps the most important thing a communicator can do at this time is to be available and make plans for the day when the coronavirus ebbs.

We don’t emotionally trust facts; we trust people – or we don’t.  As we process facts emotionally, we trust leaders who move beyond facts to speak in a voice that echoes how we feel, right now. At a time when the public is worried, communicating with the heart can help. Facts alone will not drive people to action, writes Gil Bashe, managing partner, global health, Finn Partners.

Coronavirus has resulted in remaking the media and social media worlds into one-subject universes, at least for now. As a result, PR pros pitching stories to content creators need to adjust. And before you do anything, make sure your pre-scheduled messages won’t offend during this unsettling moment. After that, adjust expectations and pitch with the content creator’s needs in mind.

So far, no country is able to control coronavirus. Arguably, South Korea is managing it, despite taking a very heavy hit. A communicator representing the Embassy of South Korea argues the country’s daily and transparent government communications protocol is playing a large role in the nation’s successful coronavirus management.