By their very nature crises tend to be unexpected events, causing unsettled nerves and creating fertile ground for rumors and inaccuracies. Clients have important information for consumers to help them navigate this stressful situation – but how do you get that message out to the public without appearing opportunistic?
Here are four tips for handling media relations during a crisis:
Counsel prompt action. Clients may be understandably nervous about promoting anything during a crisis. But by waiting too long to act, they may paralyze any momentum they had prior to the event or fail to generate momentum at all if the campaign is new. They’ll be relying on you to help them decide next steps, so have several options to present covering multiple media platforms – this allows your client to act quickly and control the outreach based on their comfort level, while giving you something of a roadmap forward with other potential activations once a sense of normalcy returns.
Sensitivity is crucial. Whether it’s a global pandemic, a natural disaster or some other unforeseen occurrence, people will be worried. Especially in the early days of a crisis, information – relevant, factual, necessary information – will be the thing consumers crave. If you have a message that connects directly to the situation at hand, start reaching out to the media. Get the information to their audience as much as the client wants to provide it. But always remember: Don’t make the message a commercial. It can be viewed as insensitive and lacking in awareness on the part of your client, and the brand could suffer for it after the crisis has passed.
Re-work the message where necessary. Should you even consider pitching brands or services that have no clear through line to what the audience is currently experiencing? The short answer is yes, when and where it’s appropriate. Past experiences have shown that as time goes on, consumers will be looking for a sense of escapism from recent events. When possible, brainstorm ideas with your client to craft a message of helpfulness and fostering of community. Engendering goodwill from the public right from the start will be a beneficial outcome for your client during this uncertain time, as well as lay a strong positive foundation with consumers going forward.
Stay Calm and Be Flexible. Crisis events are unpredictable at every level; the media landscape will constantly be shifting and what’s appropriate to market can – and will – shift as the situation develops. Be prepared act quickly on alternate messaging and distribution methods and above all else, stay calm. If your client sees you have the situation under control, they will be far more likely to collaborate with you from a position of confidence than anxiety.
Media relations can be challenging in the best of situations but when you are in crisis mode, that challenge is magnified. By proceeding deliberately, with conviction, and armed with a message appropriate for the moment, you and your client can provide consumers with vital knowledge or a welcome respite from their stress. Both paths are equally indispensable and appreciated in difficult times.
If you need media relations help in the form of a satellite media tour or radio media tour, please contact us.