Let’s be very honest, the Covid-19 pandemic is hanging over everything because of its real life dangers and implications. This opinion by no means is intended to downplay this threat and the lives it has cost society, nor is it to say your company’s success or its media exposure are solutions to making everyone feel better.
But one thing I’ve slowly noticed over the past few weeks is a resiliency in many companies and individuals. This is obvious when referencing the men and women saving lives on our front lines, as well as people and organizations donating time, money and resources – but not as obvious when it comes to everyday business. Hear me out.
Over the last few weeks we’ve seen businesses, regardless of how they’ve been impacted by the coronavirus, not only return to “business as usual” but transition to Finding Opportunity. More specifically, companies are using this time where our computer/mobile screens and editorial media have our full focus to make announcements. (Author’s note: my weekly screen time doubled the first full week into quarantine in New Jersey). Examples of corporate announcements span milestones, product or service launches, executive appointments, creative survey data releases, and other forms of positive company news that often warrant media exposure.
Emphasis on that word positive. I believe one of the reasons we and our clients see opportunity for successful marketing and public relations campaigns, is because people are overwhelmed with news surrounding the coronavirus and are starved for more positive – or just different – content.
The crack about my screen time is relevant, too. Last week, we were discussing with a client his company’s rebrand and launch of several service areas, and he said “what else is everyone doing? We have a very specific audience, and they’ll all just sitting on their computers and LinkedIn right now.” Terrific insight!
Our client correctly identified that many audiences are captive in more ways than one right now, which creates the opportunity for his Company to stand out via media exposure, and on social channels like LinkedIn, Twitter and Facebook. We are seeing this over and over with our clients in healthcare & wellness, technology, financial services, sustainability and other industries where work hasn’t stopped and professionals continue to move their organizations forward.
Without belaboring the point, I hope my message is clear. I’m not recommending that businesses take advantage of the pandemic, but that they make the most of a captive audience in need of positivity and something to engage with.
Regardless of what your company does, your audience – be they potential investors, partners, customers or employees – is looking for a return to some sense of normalcy with respect to their media consumption. If you’ve got some news to share, it’s certainly worth the discussion.