How PR Pros Are Positioning Brands During A Global Pandemic

If you’re not already incorporating PR into your marketing strategy, I challenge you to reconsider. During a global crisis, one of the worst things your brand can do is go silent. While many may be searching for ways to cut back during these times, cutting back on your marketing and PR budget is the last thing you want to do. Investing in your marketing and PR strategy is just what the doctor prescribed to remedy the mess of COVID-19.

So, why is it so important for your business to invest in PR? Good question. As we have recently seen many are trying to cut back on expenses to stay afloat, and for some that means ditching marketing budgets. However, the business savvy are doing the exact opposite! Why? Because making a point to stay relevant, especially during a global crisis sets you and your brand up to emerge stronger faster. And besides, as a PR expert, it’s my job to tell you that tough times are when PR is needed the most!

Stay relevant by informing your audience how your business is adapting to changing situations by delivering your message in the right tone and through the right platforms. Trust me, it will set you apart from your competitors.

Incorporating PR into your marketing plan works because it allows your audience to discover your message on their own and on whatever platform they choose! Whether it’s Facebook, Twitter or Instagram, the consumer will feel like they’ve discovered your message without it being forced upon them.

Think about it, as your business recovers from the effects of COVID-19, PR is an essential key to the puzzle when working to rebuild those relationships with your clients. Don’t go dark, light a spark instead!

So, let’s break down some of my favorite brands who have killed it in the PR department with their COVID-19 responses.

Wendy’s

My all-time favorite. If you’re at all familiar with Wendy’s, you may know them for their clever PR stunts, and not just for their spicy chicken nuggets. Nevertheless, Wendy’s presence on Twitter has caught the eye of many. In this new campaign in response to COVID-19, Wendy’s offers FREE four-piece orders of chicken nuggets to “every car that rolls through the drive through” to promote a contactless way to still enjoy Wendy’s delicious food. It’s part of the campaign called “Nugs not Hugs.” Now that’s a campaign I can roll behind.

Oscar Mayer Oscar Mayer and barbecues, they’re meant for each other just like PB & J. In this PR campaign, Oscar Mayer encouraged consumers to have front yard barbecues on May 2, 2020, the same day that the company donated one million meals to Feeding America. This company sure knows how to keep the tradition of front yard barbecues alive.

Krispy Kreme Krispy Kreme put a unique spin on their COVID-19 response by treating customers with #BeSweetSaturdays on their Instagram. When purchasing a dozen original glazed donuts on a Saturday, Krispy Kreme will give customers ANOTHER dozen for free! The campaign also pushes to promote kindness, which is something all of us could use a little more of right now. I donut know how you could pass up this sweet of a deal!

Coca-Cola In this iconic campaign, Coca-Cola used graphic design to captivate the attention of millions. Coca-Cola gave a clever representation and new meaning to social distancing with their “Staying apart is the best way to stay together” campaign represented by a spaced-out logo.

Chipotle If you haven’t jumped on the Zoom bandwagon yet, I’m sure you will soon! Zoom calls are here to stay. Thanks, COVID. In this campaign, Chipotle invited their customers to join in on a Zoom call to eat together via the app since social distancing guidelines prohibit large gatherings. The company also offered a 10 percent increase in hourly pay for its restaurant employees. What a great way to combat quarantine isolation!