With COVID-19 calling the shots, can PR save the day?

March 23, 2020 | Written By: Shannon Fonseca

In the last two weeks, the human population has seen their lives rocked in an unprecedented fashion. Events and activities once seen as untouchable facets, like Coachella and even the Olympics, are now cancelled or postponed until a later date. Sporting events, television and film productions, schools and even trips to Disneyland have all been postponed until the Coronavirus clears. Not to mention the chaos that has erupted at grocery stores and the millions of Americans that have either been laid off or had their hours cut as a result of COVID-19. 

The new norm is “social distancing” and staying home is really the only thing the population can do at this point. We’re living through history and it’s all thanks to the novel Coronavirus.

Yet, with a rapidly spreading global pandemic, a fragile economy and concerns about the mental health and wellbeing of the population, things are looking grim. Which begs the question, who can rescue society? 

From the perspective of an emerging public relations practitioner, I believe that public relations can play a significant role in boosting the morale and buying power of the population. Our emails are currently flooded with letters from companies detailing their response to COVID-19. Sure, it’s great to hear about what they’re doing for their employees mid-crisis, but after five or so emails, they become overkill. So what can brands do to keep their audiences engaged and connected?

Let’s take a look at how some companies have responded to this crisis: The Dodgers are regularly posting videos and messages from their team manager, players, and beloved highlights to keep fans engaged and ready for the season to begin. 

Networks like TBS and NBC are keeping late night television alive by having hosts Samantha Bee and Jimmy Fallon host their beloved shows from their living rooms and promoting them as ways to boost morale. 

Disney+ just added Frozen II three months early as a direct response to the crisis, calling the move a “[a way to surprise] families with fun and joy during this challenging period” in their official release. Speaking of Disney, the internet is flooded with “at home Disney Parks” videos, with fans recreating beloved rides like Pirates of the Caribbean, the Haunted Mansion and more. While this was not initially encouraged by Disney themselves, it represents the connection audiences have to their brand-- in turn, giving them exposure and engagement, even when all parks worldwide are closed. 

These moves are not just acts of goodwill, they’re strategic and encourage consumers to keep engaging with brands even in tough times. By using these PR strategies, companies have found favorable light among the press and audiences alike. With a little bit of hope, and a lot of strategic PR moves, organizations have the opportunity to turn this crisis into a connection with their consumers, which is the most powerful business driver of all.