How to lead clients beyond COVID-19 without denying its impact

Communicators and PR pros must be ready to offer solutions that help clients reframe expectations for the future.

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Have news to share that isn’t related to the novel coronavirus? It’s hard to get anyone to listen, regardless of the industry, news medium or personality.

The virus has created a deep and lasting impact on our society. However, as many cities begin to reopen and attempt to reintroduce standard work/life routines, the question is—how do we move on?

When COVID-19 unexpectedly stole the show, companies and organizations were forced to throw their carefully coordinated marketing strategies, ad campaigns and PR plans out the window. Promotions tied up in closed restaurants, cancelled sporting events and postponed trade conventions simply were no longer relevant in light of the global pandemic.

Not only were plans changed due to cancellations, they were altered as a result of the obvious sensitivity that the situation required. Overnight, commercials and social media ads shifted from routine content to COVID-19 health tips and messages of gratitude to essential workers.

Now as we begin our “new now,” PR pros are charged with the challenge of advising clients on what their forward-focused communications should look like.

Communications pros must be sensitive to all stakeholders, but even that can get people into trouble at times.

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