Are you maintaining your organization’s internal and external communications?
COVID-19. This is a scientific phrase which most of the world would not become familiar with until March 2020. Little did we know that a seemingly “local” virus that started in Wuhan, China late last year would become a global pandemic that would impact trade, commerce, not to mention our daily activities, for the past several months.
The novel coronavirus has altered everyone’s life in some manner. While COVID-19 might remain the topic de jour for the foreseeable future, we believe this is a good time for organizations to review their internal and external communication practices, including media outreach, social media usage, crisis communication plans, and employee relations.
Media Matters
Our recent broadcast tutorial highlighted the importance of tailoring your organization’s story pitches to media. These tips can apply to any outreach to journalists, regardless of whether they work for a digital or print news outlet. Keep in mind you want to immediately get the point of your story in your pitch to garner a reporter’s interest. Additionally, always avoid the “spray and pray” method that involves sending your story idea out to multiple news outlets, especially those that do not cover organizational or local news.
Reporters are people, and like any relationship, it takes time to build a rapport with them. If you have already established a personal connection with a reporter, reach out to them at this time to see how they are doing during the pandemic. If you are looking to connect with a particular journalist, start by following them on social media (and comment on their posts!), reading their articles, or watching their news segments. And remember to give them a shout out on your website and social channels when they do cover your organization’s events and activities.
Social Good
The majority of businesses and organizations have used social media for more than a decade to showcase how they are meeting their stated missions or to put the spotlight on their goods and services. Your social media posts should be a mixture of imagery and meaningful language that demonstrates how your organization serves its constituents.
Although COVID-19 is top of mind for the majority of the world, it is still important to share stories on your social channels of how your brand is meeting constituents’ needs. This can be a brief blog post accompanied by colorful pictures that illuminate the story or a one-minute video captured on a smartphone that features a dedicated donor or volunteer. Many organizations — particularly nonprofits — benefited from the recent Giving Tuesday Now event. People will want to donate to or volunteer with your organization when you actually show them how X charity or nonprofit benefits the community, and social media is the ultimate tool to show, not just tell, them.
Plan for the Tough Times
At some point, every organization encounters a crisis, whether big or small. We believe organizations must immediately address situations that could escalate to crises or possibly face negative consequences that could irreparably harm their brands.
Our experience has taught us that waiting for a crisis or emergency to become “yesterday’s news” can result in a loss of trust from clients, media, and the general public. Organizations should engage in in-depth planning and have a strategy to work through potential crises to mitigate any long-term reputational effects on their organization. During the pandemic, take some time to review and update any crisis plans pertinent to operations, natural disasters, or employee relations.
Good Housekeeping
Employees are the heart of any organization, and COVID-19 has prompted many firms to establish work from home practices so staff can remain productive during times of social distancing. However, this does has not come without a cost.
An article published in April from SHRM reveals many workers, particularly those on the front lines of the pandemic, feel stressed at this time. They are worried about their, or loved ones, catching the virus or the impact it will personally have on their economic livelihoods. Many are also coping with new work processes or learning how to successfully work remotely for the first time in their careers.
It’s a good practice to occasionally check in with your employees to see how they are adjusting to the new (working) normal. Remember it will take time for them to adapt to using Zoom and not meeting weekly in a conference room for team brainstorming sessions. Also, be transparent with your staff, contractors, and vendors on any work-related challenges your organization might be encountering due to COVID-19 as many businesses have had to reduce their hours of operation or let employees go due to revenue losses. Utilize weekly video chats to stay connected with clients, colleagues, and employees during these challenging times.
Putting It Together
Scientists will eventually find a vaccine for COVID-19, and business will resume. Although the coronavirus will likely alter business as we know it, the communication practices your organization engages in today will enhance or diminish your long-term relationships with the news media, donors, volunteers, and employees. Now is the time to connect with that features reporter who writes about local events or check on valued donors, volunteers, and staff members. They will undoubtedly appreciate that you are making them a priority.
We are here to help! Contact us if you need guidance with building or updating a plan that integrates social and traditional media, crisis messaging, community outreach, and internal communications.
Media Matters
Our recent broadcast tutorial highlighted the importance of tailoring your organization’s story pitches to media. These tips can apply to any outreach to journalists, regardless of whether they work for a digital or print news outlet. Keep in mind you want to immediately get the point of your story in your pitch to garner a reporter’s interest. Additionally, always avoid the “spray and pray” method that involves sending your story idea out to multiple news outlets, especially those that do not cover organizational or local news.
Reporters are people, and like any relationship, it takes time to build a rapport with them. If you have already established a personal connection with a reporter, reach out to them at this time to see how they are doing during the pandemic. If you are looking to connect with a particular journalist, start by following them on social media (and comment on their posts!), reading their articles, or watching their news segments. And remember to give them a shout out on your website and social channels when they do cover your organization’s events and activities.
Social Good
The majority of businesses and organizations have used social media for more than a decade to showcase how they are meeting their stated missions or to put the spotlight on their goods and services. Your social media posts should be a mixture of imagery and meaningful language that demonstrates how your organization serves its constituents.
Although COVID-19 is top of mind for the majority of the world, it is still important to share stories on your social channels of how your brand is meeting constituents’ needs. This can be a brief blog post accompanied by colorful pictures that illuminate the story or a one-minute video captured on a smartphone that features a dedicated donor or volunteer. Many organizations — particularly nonprofits — benefited from the recent Giving Tuesday Now event. People will want to donate to or volunteer with your organization when you actually show them how X charity or nonprofit benefits the community, and social media is the ultimate tool to show, not just tell, them.
Plan for the Tough Times
At some point, every organization encounters a crisis, whether big or small. We believe organizations must immediately address situations that could escalate to crises or possibly face negative consequences that could irreparably harm their brands.
Our experience has taught us that waiting for a crisis or emergency to become “yesterday’s news” can result in a loss of trust from clients, media, and the general public. Organizations should engage in in-depth planning and have a strategy to work through potential crises to mitigate any long-term reputational effects on their organization. During the pandemic, take some time to review and update any crisis plans pertinent to operations, natural disasters, or employee relations.
Good Housekeeping
Employees are the heart of any organization, and COVID-19 has prompted many firms to establish work from home practices so staff can remain productive during times of social distancing. However, this does has not come without a cost.
An article published in April from SHRM reveals many workers, particularly those on the front lines of the pandemic, feel stressed at this time. They are worried about their, or loved ones, catching the virus or the impact it will personally have on their economic livelihoods. Many are also coping with new work processes or learning how to successfully work remotely for the first time in their careers.
It’s a good practice to occasionally check in with your employees to see how they are adjusting to the new (working) normal. Remember it will take time for them to adapt to using Zoom and not meeting weekly in a conference room for team brainstorming sessions. Also, be transparent with your staff, contractors, and vendors on any work-related challenges your organization might be encountering due to COVID-19 as many businesses have had to reduce their hours of operation or let employees go due to revenue losses. Utilize weekly video chats to stay connected with clients, colleagues, and employees during these challenging times.
Putting It Together
Scientists will eventually find a vaccine for COVID-19, and business will resume. Although the coronavirus will likely alter business as we know it, the communication practices your organization engages in today will enhance or diminish your long-term relationships with the news media, donors, volunteers, and employees. Now is the time to connect with that features reporter who writes about local events or check on valued donors, volunteers, and staff members. They will undoubtedly appreciate that you are making them a priority.
We are here to help! Contact us if you need guidance with building or updating a plan that integrates social and traditional media, crisis messaging, community outreach, and internal communications.
Author
Stephanie Dufner, MA, Madeira Public Relations Campaign Advisor