How to strike the right PR tone during the pandemic

I recently wrote a blog for digital marketing agency Fresh Egg, about how to strike the right tone with PR during the COVID-19 crisis. Here are my four top tips on how to communicate calmly and professionally during the pandemic. 

1. Real-time, informed communication is key.
Keep up to date with developments as they emerge and make decisions based on reliable, evidence-based information. Use trusted authoritative sources such as the World Health Organisation and Public Health England before drafting official statements. 

2. Be calm, human and authentic 
 The vast majority of people will respond well to instructions if they are calmly explained in an authentic voice. If you don’t have the answers at the moment, be transparent, keep communicating and reassure stakeholders that you’re working on it.

3. Be values-driven
A crisis is a key moment to revert to your fundamental values, which will help direct the tone you set and how you act over the next days, weeks and months. Your brand values are the cornerstone of your organisation’s purpose. If you communicate in a way that is congruent with these values, your stakeholders are more likely to place their trust in you, 

4. Remain optimistic 
The word “crisis” comes from the Greek for “turning point of a disease”. The Chinese character for crisis is also a combination of two words - “danger” and “opportunity”.  The COVID-19 pandemic could already be providing opportunities for the benefit of business, society and the environment. As leaders, it is our job to keep our stakeholders and our people motivated, positive and ready to embrace these opportunities when they come. 

You can read the full article here.