Utilizing media to distribute information is critical during a crisis. As a PR agency, if we’ve learned anything during the recent COVID-19 pandemic, it is that communities rely on receiving information and important updates from the media outlets they trust. Similar to how consumers rely on trustworthy news, it is crucial to share your company news and updates to ultimately benefit your brand during this unique time. Below are a few reasons why PR is beneficial for your company during a crisis.
- You are able to position yourself as a thought leader – When unfortunate circumstances occur in business, it may be important for you to right the wrong, or set the record straight to inform the community at large with honesty and transparency. Sharing your story with the local media allows you to become the primary source of information that an audience receives. It can also be very beneficial to leverage your company’s profile through positive news, during a negative time. If you are able to give back to the community or donate your services after a crisis, it helps provide a renewed sense of reassurance in your brand and your ability to lead. This positions your company as a leader on the topic at hand, and therefore positions you for success in the future.
- You are able to control your message – By crafting and distributing a statement, providing an interview to the local media, or writing an Op-ed in your major daily, you are able to control your message. By serving as the official source of the information being shared publicly, you essentially eliminate or de-bunk any false information that may be circulating within the market. Communities like to hear directly from the source of the crisis and using the media to share your information directly is the most effective way to set you on a path towards normalcy once the dust has settled, post crisis.
- You are able to build trust among your community, peers, partners, etc. – By utilizing the media to share important information that the community would find beneficial, you are able to build trust. Whether it is trust that may have been lost due to the recent crisis, or the community simply needs reassurance, sharing your information on a platform like the local 5 o’clock news or in the community’s primary business publication, allows you to establish your footing and regain trust. Depending on the severity of the crisis, this can be very beneficial for the short term, as well as the future moving forward. Once the information is published, you are also able to utilize that coverage as your own to re-post, share and distribute across your own channels so that your database or followers are hearing the important information through another medium.