Corona PR: the real difference you make in times of crisis
This was not just a week of crisis. For now, as Rutte said, this is the new normal. Logically, corona dominates the media today. There is no bigger news and hopefully there won't be any for the time being. There is so much attached to it that almost every article can be linked to the virus. Lots of bad news, about sick and dead people and about companies that see their sales disappear, but also good news: about companies that rebound just in times of crisis, such as supermarkets, hand soap suppliers and webshops.
But as many (chief) editors also tell me: I want to tell our readers something else soon. It can't always be about corona. Nor is it the case that nothing more is happening. The world is at a bit of a standstill and in some sectors much more than that. But most businesses do run on, whether from home or not.
Corporate communication in times of crisis
Many organisations are keeping quiet for a while. They are busy with all sorts of things, internal and external. And they keep a tight hand on the purse strings because they don't know what's coming next. It is a natural reaction: in times of crisis, you watch your costs. Does it make sense to invest in marketing and communication right now? Yes, is the answer. This is perhaps the time when good entrepreneurs and companies stand out from the crowd.
Especially in times of crisis, show that you add value
As many companies are keeping quiet, now is the time to be seen (and heard), as all the noise is off the line. Crisis times like the current ones offer a great opportunity to build valuable relationships with your customers and other stakeholders, by showing that you are really there for them. Providing support in adversity undeniably creates a lot of goodwill. This is what banks are going to benefit from after the crisis.
Scientific studies show this too. In a contribution in Adformatie, Flemish professor of marketing strategy Fons van Dyck cites research by Jan-Benedict Steenkamp and Eric Fang. They concluded in 2011 that increasing advertising share in times of recession has a stronger impact on profits and market share than in times of economic expansion.
From stagnation, restarts are more difficult
Shutting down marketing completely is not an option - also knows Van Dyck, author of the book The immortal company: survival in disruptive times. Indeed, this makes a later restart much harder. In times of crisis, customers adjust their buying routines. For brands that remain absent for too long, 'out of sight, out of mind' applies.
It seems that during a crisis, financially strong companies can grab a huge advantage over their weaker brethren. After all, they have bigger buffers and can actually commit to marketing, right? Yet even companies without tons or millions of marketing budget can make a difference by making themselves heard right now. In a smart way, through the independent media, for instance. And yes, for Mediatic that is preaching to its own parish. But the successful entrepreneurs I have spoken to over the past few weeks agree with me wholeheartedly. They are using this time to think about a good communication and media strategy. Anyone who wants to be at the forefront when the economy returns to full speed, like them, is always welcome to give me a call or contact my colleagues.
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