With the COVID-19 crisis worsening across the UK every day, marketers are faced with a unique and unprecedented challenge when it comes to promoting their brand and communicating with their customers. We are living through uncertain times and all PR and marketing professionals need to take stock and re-evaluate any plans that had been made before the outbreak of coronavirus. After all, the world is a very different place just now.
However, this doesn’t mean that all media relations activity should stop. In fact, quite the contrary. Over the past few weeks, we have been in constant conversation with our key press contacts and have found, across the board, that journalists are still looking for content. Whilst coronavirus will continue to dominate the headlines, they cannot fill an entire paper with virus-related stories. What’s more, this appetite for other types of content is only likely to grow as time goes on; the media knows that there is only so much COVID-19 content that their audience can tolerate.
We have found that, for many publications, particularly trade media and more niche titles, it is business as usual to a large extent. Coronavirus may not link specifically to their industry, or they are working on print issues that won’t be published for several months when the threat of coronavirus is likely to have died down slightly.
What’s more, the British public is consuming more media than ever before. As you would expect during a crisis like this, audience figures for TV and radio are at record highs, as are newspaper sales. This means that the potential audience for your own messages is huge.
So, how should you approach your communications strategy during these uncertain and unprecedented times?