How to adapt your PR strategy during the covid outbreak

The covid pandemic has thrown huge curve balls across many industries in the UK, with travel, hospitality and events hit the hardest. In addition to the challenges of store closures, cancelled events and bookings, other themes have dominated the press in recent weeks regarding race, slavery and working conditions. For a lot of companies right now, they are facing more pressure than ever and it can feel like walking on egg shells.

For many PR professionals, this is a crucial time to help their clients through the rough and instil confidence into their customers and maintain a strong brand. With this in mind, there are few essential things that PR companies can do to adapt their strategy during the covid outbreak. We spoke to Eskenzi PR to find out more.

Discuss what measures you are taking

Consumers and businesses want to know what measures you are taking to maximise protection – this can be in both stores, locations or the workplace. Even showing that you are conscious and looking to protect your own staff, even if you are not customer-facing is all part of the fight against coronavirus.

Are you using plastic screens? What about masks, gloves, social distancing or limiting the number of customers in the store at any time? All these things are key to mention in any upcoming press release and if you have any data or information to show its effectiveness, all the better.

This has been particularly key for airlines who have slowly starting to operate commercial flights again. From queueing systems, to taking temperatures of passengers and wearing PPE on flights – getting this message across in an effective, but inviting way, is part of a successful campaign.

Paying attention to their own staff

Respect for employees has never been more under the microscope. Mentioning in you press releases or taking measures to protect your staff during covid will be welcomed by the general public.

Are you taking staff temperatures every day? Are you providing clean clothes, aprons and PPE on hand? There is the risk that going cheap on your PPE will be picked up and can attract negative PR – so trying to lead by example in this area is important.

Look at ways to help the pandemic

There are a number of groups and demographics who are making huge sacrifices during the pandemic – and you should be speaking to your client about providing assistance in any shape or form. There are lots of PR opportunities and spin-offs if you can assist those most vulnerable such as the elderly, health compromised or BAME.

In addition, any collaborations or free work you can do for the NHS will always win the hearts of the public – whether it is free deliveries, meals, clothing or similar.

Youth employment is certainly going to suffer during this time and if you can find a way to help young people from all backgrounds and offer work or other opportunities – this may present some good PR opportunities during covid.