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Although you may cringe the next time you see or hear the phrase “the new normal,” it’s part of the communicator’s job to keep tabs on trends.

Despite the overwhelming demand on certain industries, customer service remains a reputation maker, good or bad. Fortunately, we found the basics of good customer service communications prior to the pandemic remain constant. Add to them even more than normal emotion and understanding.

We must fight against the inclination to label diversity, equity and inclusion as “nonessential” at a time when it is more relevant and pertinent than ever.

Entertainers need to entertain, and thankfully for a country where the majority are cooped up at home, the diversion is welcome.

In a crisis, it’s important to have a unified distribution method for essential information.

The PRNEWS staff comes across many examples of brand advertising and communications every day. We have compiled a weekly assessment, published Fridays, with staff members providing their choices of the most notable, good or bad. We hope these brief examples will provide a learning experience about what works and things to avoid during this difficult moment.

Using a catastrophe as a news hook to pitch journalists makes the PR pro and the company the communicator is pitching look callous and opportunistic.

At the moment, though, with millions of Americans jobless, it seems Amazon and other companies can afford to discard standard PR guidance.

COVID-19 radically changed every aspect of our personal and professional lives. In this time of disruption, it’s important to take a moment to reorganize.

With so many companies transitioning to online activities, standing out can become difficult. Making these virtual experiences fun, human, authentic and competitive can help companies maintain and attract new customers. In addition, companies can gather useful information about customers while displaying interest in the community. Customers likely will hold on to these memories well after these dark days are over.