How sincerity is better than a generic response during a global crisis

In the face of the COVID-19 crisis, it’s better to address business challenges head on than to try to gloss over any shortcomings. Consider these takeaways.

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The COVID-19 pandemic is causing businesses to shutter, as well as individuals to be hyperaware of their health habits and take shelter until the crisis is resolved. The question many are asking is: “When will this all be fixed?” 

The truth of our reality is that we don’t know.

Our role as PR professionals is not only to be in-the-know, but to give advice to our clients when they need it most—and that time is now.

By acknowledging the current times, being empathetic and shifting media strategy in this new normal, PR pros are sharing with clients how they can connect with their customers and the community in the face of this impact. Here’s how:

1. Acknowledge the challenges.  

It’s so important to acknowledge in correspondence with your clients and customers what is happening.

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