Communications Lessons from Covid-19

A version of this post was forwarded to PR News as part of it’s Covid-19 communications survey.

Q: As a marketing communications strategist, what have you learned about internal or external communications from the pandemic and will any of it be relevant after the pandemic?

A: Everyone’s weighing in. Colleagues in public relations, advertising and academia. As I reflect on this important topic, I ponder the role of relevancy in today’s world, particularly the relevance of African Americans during our nation’s current health and human rights crises.

All information revealed as a result of the pandemic can be relevant, depending on the sender, channel and receiver. In these uncertain times, it’s vital all audiences learn to 1) consider the source 2) read and research a wide range of media and 3) think critically to determine what’s wrong and what’s right (aka - don’t always believe the party line or accept what’s force fed by mainstream outlets).

Internal: My company’s communications has remained consistent; we share insight and information to enhance clients' knowledge so they can make wise decisions to drive business forward.

On the client side, internal comms responsibilities have likely expanded. In today’s world, corporate leaders are challenged to deal with revenue reduction (or evaporation), keep employees and customers informed, often while managing a shrinking staff and deploying social distancing measures. And, those among the WFH (work from home) brigade with school age children or elder care responsibilities have multiple issues to balance.

Workplace communicators and HR teams often offer solutions by way of employee benefits, including counseling services to keep employees on an even keel so they can contribute. A few PR associates’ practices are flourishing as a result of expanded services offered through insurance companies.

External: While news organizations have contracted, there’s definitely relevant news to acquire or share—if people are armed with skills to secure information from a vast array of sources, including but not limited to social media.

We have a unique opportunity to expand communications from the product and service arenas to effective cause marketing. Now is the time.

On the corporate side, we see coronavirus messages about how America can get back to normal. Yet communities are hurting; lives and livelihoods have been lost.

There are opportunities to be part of the solution, and use cause related marketing as a tool to stimulate powerful conversations on the road to change. The jury’s still out regarding how corporate America will step forward. This will be even more challenging due to the economic downturn in the midst of Covid-19.

Point in case: When we examine social justice issues following the killings of George Floyd, Breonna Taylor, Ahmaud Arbery, Eric Garner, Treyvon Martin, Michael Griffith (among thousands), it will be interesting to see which companies have the moral fortitude to address racism -- yes racism -- as part of their mission as corporate patriots.

As we attempt to PAUSE societal ills, police and government will need help. It's our role as communicators to offer real assistance in our roles as counselors, consumers and American citizens.

Will we step up and be the real influencers in society? That’s the question.