With the arrival of the Omicron variant, here’s how PR can be prepared

What can we say when—let’s be honest—we have no freaking idea what’s going to happen and how it could affect our clients and their audiences?

The COVID-19 pandemic has certainly put a fine point on that. Just as we thought things were improving with people of almost all ages getting vaccinated, Omicron had other plans for us.

What’s next? Is another shutdown in store? Is Omicron the last unwanted surprise, or will scientists find another game-changing variant? Will we sit together in an office before 2023? How will that affect the workforce, and will client expectations evolve?

Good PR and communications pros make it our business to learn about our clients and the industries they support. We ask questions to understand objectives and risks and plan how and when to communicate what we can anticipate. COVID-19 has taken us way out of our comfort zone.

So, how can we communicate when change is the only constant? Here are five rules to follow.

1. Address the uncertainty. Few people know what’s happening next. Most people will understand that you don’t have all the answers if you fess up to it. Also, given the constant turn of events, remain flexible and avoid making promises you may not be able to keep. Share what you know, admit what you don’t, and update your audiences continually.