One way or another, COVID-19 shook up your plans in both life and business, and you may find yourself scrambling to pick up the pieces. The good news is, your PR team can help get your business back on track. Here are 5 reasons why PR is important in the midst of a crisis.

 

WE KNOW WHAT THE MEDIA WANTS

PR professionals know how to work with the media. Immediately after COVID hit there was a hot debate amongst the PR community on whether to stay silent or keep pitching. Double Forte met this debate with a resounding answer: keep pitching, if it’s relevant and if it’s of service. Should you be pitching $200 latex lingerie at a time like this? Probably not. A good PR professional can gauge what will resonate with the media during “strange and uncertain times” and they won’t let you follow through on a bad idea. 

WE CAN HELP YOU PLAN STRATEGICALLY

Instead of moving forward as if it’s business as usual, your PR team can help you pivot to stay relevant. Do you have a virtual program that can be accessed from home? Is your facility able to manufacture masks or sanitizer? Are you able to give back to your community? Tactful PR is especially important when pursuing the latter to ensure your good deed doesn’t come across in the wrong way

WE CAN CRAFT YOUR MESSAGE

Ok, so you have your new strategy at the ready, but how are you going to stand out to the media? PR professionals are trained to do just that – they know who to pitch and how to pitch. They not only have the contacts and the name recognition, they know to keep a pitch concise and to the point. If you were an editor receiving thousands of emails per day, that’s what you’d want, too. Anyone can acquire a media list and start typing, but without PR savvy, your pitch will likely fall flat. 

WE CAN HELP YOU GET AHEAD OF THE COMPETITION

Your competitors will be pivoting and putting themselves out there, and you need to be doing the same. Picture this: you begin to see your competition popping up with clever ideas that leave you scratching your head as to “Why didn’t I think of that?” It’s probably because you were busy running a business. Maybe you did think of it, but you need a team to help execute, and that’s where PR comes in.

WE KNOW HOW TO CREATE CONTENT

As previously stated, you’re running a business – do you have time to write Medium posts and strategize about social media? PR can help beyond the pitch by creating your content for you. A well-rounded PR team has experts in social media management, research and writing who can take your content to the next level by earning stronger engagements and SEO. Your PR team can also help you determine what format is best for your content, saving you time and energy. 

The bottom line: Lean on your PR team during times like this.

– Clare Redlick