Public Relations Strategies During the Pandemic: Keep Calm and Carry On

  • Toss your old strategy out the window. For one of our retail clients we advised driving consumers to the website, with a shift towards a major ad spend on social media to drive them to the online store. For one of our healthcare practitioners we advised fulfilling her dream of an informative blog aimed at patient needs while home during the virus. And for a medical device manufacturer, we shifted consumer outreach from retail to online strategy.
  • Revise your messaging. This one is a no-brainer. For one of our architectural clients we shifted messaging from renovation/construction to home décor, since basically all construction jobs in New York City are closed, but design could be worked on from home.
  • Be sensitive. If you are going to tag the virus in your content, make sure it’s done in the most sensitive manner. Everyone is sheltering in place. In your social media posts ask followers how they are doing. Be honest and tell them how you’re doing too. Create empathy. Empathy is key here. You don’t want to be tone-deaf and alienate people. If you turn to big brands for examples, you’ll see that some of them have gone quiet. It’s a delicate situation, because you don’t want to sound like you’re just selling at a time like this.
  • Keep calm and carry on. The current situation requires leadership to be level-headed and calm, but also creative. Use communications tools, especially tech tools, to win people and influence consumers.

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T.J. Sacks & Associates

T.J. Sacks & Associates

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T. J. Sacks & Associates is a full service New York public relations agency.