Often times, we correlate the color red with danger, stop or urgency. Let me be clear that I don’t believe anyone is in danger as it relates specifically to their communications strategies or should stop their PR program. As I write this article, we are in the midst of unprecedented times and so we have been counseling our clients to think RED as it relates to their PR strategies for the unforeseeable future.
- R stands for resources. The community is actively seeking resources from companies, such as how-to videos, free guides to download from company websites, tips about staying safe, etc. The lists are endless and you probably have already offered these resources sometime in your past to customers and don’t even realize it. Now is the time to repurpose those resources or create new ones and engage in a dialogue with customers and/or media, so you can be viewed as a valued resource to the communities you serve.
- E is for expertise. When I speak to reporters, they are only seeking subject matter experts (SME) right now who can educate their audiences in such industries as health care, technology, finance and others. However, regardless of industry, we believe anyone who owns a business or works in a particular industry can potentially be viewed as a SME. It’s just a matter of being able to clearly and cohesively offer up that expertise freely to reporters, editors and/or producers, so they in turn can communicate those key messages to their audiences. You’ll look like a hero if you are able to do this.
- D translates to dollars. If your business was lucky enough to grow in the past few years and you have some extra revenue in the business account, your first inkling might be to save it for a rainy day. However, I believe you should consider giving back to your customers and the communities you serve who have supported you over the years. I want to add that you should do good just for the sake of helping your fellow man or woman. However, depending on how you get creative with those dollars, it may be worth letting certain reporters, who you might have existing relationships with, know how you intend to support people in hard times like these.
Currently that is the media relations landscape we are facing, and if you can’t see RED right now, you may want to hold off on your news efforts until this global public health crisis is over.
Be well and stay safe.
The company was founded in 2008 by Jason Brown, a public relations executive with 20+ years of extensive media and community relations experience.