How brand managers can build lasting relationships during COVID-19

The true value of PR might be its ability to respond fittingly during a global crisis.

Marketing has been sidelined with directives not to sell to anxious and weary consumers. Corporate social responsibility efforts have seen a huge push—but mismanaging these messages can lead to backlash and reputational damage.

Going dark is also a bad strategy; the data show over and over again that once a brand falls out of the public eye in a crisis, it struggles to regain market share once the panic has subsided. You have to be present but unobtrusive.

A PR pro is the essential crisis Sherpa your brand needs to survive.

We spoke with several savvy industry insiders, who shared why PR is a vital investment for your organization right now and how PR is the perfect antidote to the disruption COVID-19 has wrought on the business community.

Unique value

“More than ever, the source of brand communication is critical,” says Brian Salzman, founder and CEO of the relationship marketing agency RQ. “So many brands have been talking at consumers over the past few months. The unique value of PR is that it enables consumers to feel like they’ve discovered it, on a platform they chose.”