As public relations professionals, we know the first phase in responding during a crisis is to stop the bleeding. Now, it’s time to win hearts and minds by sharing your authentic story. But how do you do that?
It’s not about sales: Maintain relationships with your most important audiences, but don’t sell. Find creative ways to share helpful information.
Communicate process: No one knows the future of COVID-19. To avoid the speculation spiral, be empathic, be transparent and continue to share process updates.
Lean on a respected spokesperson: A highly regarded, fluent and effective speaker should deliver sensitive information.
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– Robin Rectenwald, The Pittsburgh 100