Crisis and post crisis comms

THIS IS OPEN-SOURCE PLATFORM IS CO-CREATED WITH OTHER AGENCIES AND YOU CAN ALSO BE A PART OF

Dear readers,

Marketing could be inspired by medicine in many ways. No field is moving forward as much as medicine. The reason is that doctors share their knowledge. After all, it is science (as well as marketing should be), and if it is necessary to find the best solution for a particular problem, then it is needed to have access to the knowledge of the best.

It's rare in marketing. And if so, we have to pay for that know-how. Maybe that's why we're not ready for a crisis we are facing now. COVID-19 pandemic is currently affecting many companies.

That's why we, as the Publicis Groupe, have decided to create an open Google Docs platform, where we are sharing not only the facts of previous crises but mainly the understanding of the current situation. Together we can minimize the impact on the economy and also be prepared for the future.

We are one team now!

Your strategic team from Publicis Groupe

Introduction

Our goal...

...is to provide a guide how to minimize business impact and on the contrary, use the opportunity to grow.

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This is open source project

We would be pleased if you would like to participate in the development of this document. We have created a basic structure and now you have the opportunity to make recommendations on what is missing here.

Feel free to:

1. Comment with suggestions
2. Share new data points
3. Recommend new sources

You can also contact us on the email: jan.marcinek@publicisgroupe.com

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Content

1. Marketing in times of crisis
2. New customer journey
3. Customer-centric strategies
4. Specific categories
5. Impact on media planning
6. Public Relations tips for brands
7. Social media
8. Starting a business in times of crisis
9. Inspirational case-studies

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Marketing in times of crisis

Few lessons from history

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Mark Ritson

“Great brands build their equity during crises like this. They stand out by actually exemplifying their brand values in the face of the crisis that surrounds it. They take care of their own and eschew shorter-term profits in favour of ensuring that their people are looked after. And they invest in brand-building media because, with many of their competitors losing their mind and their share of voice, there is a rare opportunity to come out of the crisis not just alive, but ahead.”

Source: MarketingWeek

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Stay strong

Strong brands recovered 9x faster than weaker brands following the financial crash of 2008.

Source: BBH

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Don’t cut your budget too much

When you cut your advertising budgets to zero, �it may take 5 years to recover.

Source: BBH

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Don’t hide your brand

Brands that go dark during recessions suffer significant brand metrics declines.

Source: BBH

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Think long-term

Companies that operate with a true long-term mindset have consistently outperformed their industry peers across almost every financial measure that matters.

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On the cmoinsider.pl you can find reliable information, analysis, and guidelines regarding social attitudes, in marketing, media and advertising trends that will be useful in taking important business decisions during the COVID-19 pandemic.

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New customer journey

User behavior is adapting

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Pandemic response

Historically, responses to pandemics have followed a pattern – from initial denial to panic and anxiety, to a period of adjustment and, finally, the establishment of a new normal.

The effect of COVID-19 are being felt across the world on waves. These stages are intended to be a guide to shifts in public sentiment – due to differences in culture and composure, how we experience them may not always be linear.

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Source: Canvas8

Stage 1

DENIAL

Stage 2

ANXIETY

Stage 3

ADJUSTMENT

Stage 4

REEVALUATION

Stage 5

NEW NORMAL

CRISIS

POST-CRISIS

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Pandemic response

Source: Canvas8

CRISIS

POST-CRISIS

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People adopt new lifestyles

Nearly 90% of consumers have already changed their online behaviour because of COVID-19 and our behaviors are more likely to change in other aspects of our lives.

Source: Warc

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Transacting in-store is down and intention to buy online is increasing

20% have shopped less in physical stores

9% have shopped more on online

32% expect to shop more online

Source: Kantar Covid-19 Barometer

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Media consumption (US/UK) changes by age group

% who say they have started consuming or are consuming more since the outbreak

Consuming significantly more video

Consuming more online video, online TV, and broadcast TV

Consuming more broadcast TV and online TV

Consuming more broadcast TV

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Source: Visual Capitalist, April 7, 2020

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It is necessary to change your customer journey

Many businesses have taken precautions and procedures to reduce the risk and expenses. But in this situation they forget one important thing which is customer needs. Companies are asking „How can we deliver and proceed with our services, and keep the business running in the current situation?“

But the question here is, what people want, need and feel when deal with the ups and downs of new daily life?

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From product centric

To customer centric

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Customer’s needs

It’s time to evaluate your customer journey map to identify new pain points, channel transitions, and moments of truth. You have to find new opportunities for improving your customer journey map.

Brands that can address the bottom and middle of the pyramid should go first and boldly, brands towards the top may like to enter more carefully.

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PHYSIOLOGICAL

Food, basic amenities and utilities, sleep

SAFETY

Body, employment, resources, property, family, morality

LOVE & BELONGING

Friendships, family and intimacy

ESTEEM

Community, self-esteem, confidence, achievement, respect

SELF

Productivity, creativity, spontaneity, acceptance, experiences

Source: BBH

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We have been witnessing growing relevance of customer care and after sale service in the last decade. Personalized communication in form of care will go through major up-jump.

CARING AND GIVING SUPPORT HAS ALREADY GROWN AND WILL KEEP HIGHER IMPORTANCE THAN EVER BEFORE.

Unaware

Aware

Buy

Use

Care

The topic here is not only brand safety but adoption of brand message to reflect on the current situation. The right time and place became even more crucial.��Even a big branding may go to waste when placed around local COVID update.

Focus on perspective of the user: Does your product offer enough added value to on consideration list when consumer resources are limited?��Is your brand currently relevant in the changed motivation and priorities of users?

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WE ARE MORE FOCUSED ON BASAL NEEDS (SAFETY) AND MORE LIKELY TO HAVE TUNNEL VISION, IGNORING COMMUNICATION OF ON HIGHER LEVEL OF THE MASLOW PYRAMID

EFFECTIVE TRIGGERS ARE CHANGING. FOCUS ON BRAND RELEVANCE AND RETHINK HOW THE CONSIDERATION LIST IS SHAPED NOW.

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Strategic planning

Find solution how your products or services could address those needs.

Bring value through the solutions (see next chapter) to highlight certain benefits

Discover and establish new customer’s needs

Create the acts not ads, because an act is anything that creates emotional connections that deepen over time.

Step 1.

Step 2.

Step 3.

Step 4.

Source: BBH

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Customer-centric strategies

How brands can help in times of pandemic

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How brands can help in times of pandemic

People in need

Pandemic supplies

Remote everything

Sharing is caring

Contactless solutions

Entertain

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Contactless solutions

Quarantine has created new barriers for people. What was usually physically available becomes unavailable. Look for ways to overcome these barriers. How can I deliver the goods to the customer? Or offer a discount to make it more accessible to people.

Example: Liftago launched the Dobrovoz.cz project for volunteer drivers who are willing to distribute all the materials needed to combat coronavirus free of charge.

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Sharing is caring

A pandemic is something new for people they have not experienced before. Help people understand what's going on. How can you provide them with security and useful information?

Example: The Mapy.cz mobile app helps to determine if a user tested positive for COVID-19 appeared in the user's neighborhood.

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Entertain

People are looking for new ways of entertainment during the quarantine. Can you give them access to content that will make them happy in these difficult times? Even a small distraction can have a significant effect on human well-being.

Example: Coca-Cola has launched a series of online concerts that streamed through social media like Facebook, Instagram, and YouTube.

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People in need

There are new target groups at risk. From the elderly to the doctors themselves. Think about your products or services that can actually help people. You can also make it easy for customers to help others.

Example: Prusa 3D began producing 3D printed protective face shield for medical professionals.

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Pandemic supplies

Do you have tools or material that can be useful at these times? Repurpose goods, services, raw materials, or other assets to meet the need of the crisis.

Example: Žufánek turned his distillery into a production lines to make hand sanitizer.

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Remote everything

How you can make it easier for people to work, exercise, eat or socialize without leaving home. Do not forget the parents who have children at home now. What activities can you provide to kids so that their parents can work?

Example: Mall.tv offers a series where professional coach Jacob Bina performs stretching and strengthening exercises for people at home.

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Ask yourself these three strategic questions

How can we help now and does our purpose oblige us to do so?

How must our brands adapt to survive?

What will the world look like when we emerge from this thing?

Inspiring suggestions can be found within on Contagious blog, either in English original or within its Czech version.

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Specific categories

How current situation affect specific industries

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Become a co-author

Each chapter is not final, because you can participate on this document with us. Feel free to:

• Comment with suggestions
• Share new data points
• Recommend new sources

You can also contact us on the email: jan.marcinek@publicisgroupe.com

​

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Content

• Automotive
• Pharma
• Telco
• Finance
• Retail

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How to seize

the opportunity

Demonstrate corporate values adapted on new needs of customers, employees and other stakeholders in the way from which benefits the whole community.

Monitor social media, news and stakeholders feedback and ensure continual and regular communication reacting on those insights.

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Adapt on homebound economy and look for the new style of home entertainment.

Develop a business continuity plan and stakeholders mapping.

Choose a tone of voice and content for communication during the crisis for each of your external and internal channels.

1. Preparation

2. Immediate response

3. Adapt

While protecting brand reputation is critical, this is also a time to think about the opportunity.

Source: Revival Strategies: COVID-19 Recovery Planning for Brands (Sinclair)

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Automotive

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Automotive

Short-term actions

• adapt purchasing process to online communication - advise people in the selection process
• prepare quotes for leasing contracts
• prioritize vehicles in stock
• replace car tours through live internet streaming and virtual reality tours
• prepare “fully contactless services” with the car bringing to people for test drive right in front of their house, so they don't have to travel anywhere and risk getting infected.

How current situation affect this sector

The automotive sector practically stands. Most factories stopped production.

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In a period of crisis and uncertainty, people put off large decision making about expensive product, such as a car.

Similarly, on the other hand, buying of car is almost impossible, because the sale of cars takes place in most cases offline.�

Status: Critical

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Automotive

New customer’s behavior

Our internal data from automotive clients shows: interest in new cars is going strongly down.

Long-term/brand actions

Support the brand perception and follow 3 guiding principles while preparing new communication:

1. be helpful
2. stay true to brand
3. stop selling.

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For example, create content:

• how to ride in the car with face mask,
• what is best for disinfecting the car
• free car disinfection on gas station, branded
• cooperate with some delivery service to help deliver medicine, food etc.

Source: Internal Publicis Groupe research

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Automotive

PR recommendation

• Use media and PR as credible source of information to demonstrate brands responsibility and being perceived as a brand that helped when it was needed
• Build a bond with clients via expert advices and valuable information.
• Comment relevant media information about car use and travelling during pandemic period. Tips, advices. Use support of independent opinion leaders – medical specialists, psychologists.
• Comment “future visions” of automotive market after the crisis – news and economic media.
• Communicate provided solutions to help clients in news and professional media.
• Educate customers about on-line solutions using own platforms - lifestyle media.
• Prepare topics for post-pandemic period.

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Pharma

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Pharma

How current situation affect this sector

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In the light of the crisis, the sortiment of the Pharma industry is the subject of the high demand more than ever. This industry is not only surviving, it is profiting handsomely.

​

But on the opposite side. Businesses, health officials and patients are worrying about potential shortages of prescription drugs. That's because the vast majority of active ingredients in medicines are made in factories overseas, many in China.

�

Status: Positive

Short-term actions

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Create online communication where customers can find useful informations about current situation. Turn your knowledge into valuable content.

Source: Sinclair, Ogilvy, LiveWorld

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Pharma

New customer’s behavior

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People are looking for new ways how to purchase products online, and they also rely on their expertise.

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Long-term actions

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Make importance of mental health and immunity boosting a main point of your marketing activities and develop regular and consistent online communication.

Source: Sinclair, Ogilvy, LiveWorld

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Pharma

PR recommendation

• Use media, influencer or to become a health partner in the crisis period.
• Build position of experts who care and provides value.
• Use influencers to promote health advices/rules.
• Provide general media with expert insight about changing customer habits.
• Use education topics – what we can learn from COVID 19 pandemic. How this can and should change our lifestyle (for lifestyle and news media).
• Monitor and correct general errors and false information. Monitor publicity and react.

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Telco

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Telco

How current situation affect this sector

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The telco industry continue to feel the impact of the coronavirus pandemic. Mainly business impact has been a major disruption to supply chains.

​

Because China was hit hard as a large number of citizens contracted the disease and many were forced into quarantine. This led to partial and full shutdowns of plants and factories, some of which were being used by prominent technology companies to manufacture their goods and products.

Status: OK

Short-term actions

​

There are plenty opportunities to keep people safe and healthy. Make telco technology more broadly available, help governments disseminate accurate information about the virus, and finding uses for smart city IoT to combat the pandemic.

Source: emarketer

OK

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Telco

New customer’s behavior

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People are looking for remote interactions. How they can continue to work, learn, entertain without disruption.

Long-term actions

​

This situation has highlighted a need for faster connection and better technologies. It is time to accelerate the availability of connectivity and technology.

Source: emarketer

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Telco

PR recommendation

• Provide data about telco and internet literacy and change caused by the crisis.
• Provide relevant level of digital advisory and education related to current needs of population – tips and tricks (news and lifestyle media). Digital education for isolated seniors.
• Prepare Q&As and strategy for potential future „smart quarantine” if using mobile prodiers data.
• Use experts to become commentators on current issues and topics – news media, press agencies.

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Finance

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Finance

How current situation affect this sector

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The rapid geographical expansion of the coronavirus Covid-19 have spread fear around the planet and disrupted global economic activity. Investors are very worried and exchanges around the world are falling. There is also the impact of the expected drop in transactions at all levels of the economy worldwide.

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Short-term actions

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Affected businesses may need financial assistance. This open an opportunity for banks to create relationships with new customers by offering emergency loans and overdrafts to at-risk business customers.

Source: The conversation

OK

Status: OK

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Finance

New customer’s behavior

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People are now more worried about their personal finances, investments, property and whether they will lose their jobs.

Long-term actions

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Implement an interily contactless solution for all services to enable customers solve any matter remotely via online banking or with their personal assistant via video chat.

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Finance

PR recommendation

• Supporting financial literacy during/and after COVID 19 crisis – lifestyle and news media. Create own education/content program.
• Use media to be partner for home financing and home financial stability during crisis.
• Communicate in news media individual solutions to help families, entrepreneurs and businesses.
• Present CEO or selected top manager to communicate a vision of economy.
• Use internal analysts to come with recommendations of recovery measures/steps.

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Retail

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Retail

How current situation affect this sector

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The impact on retail is not so easy to interpret because it varies by product line and distribution method.

​

Retail is directly associated with Maslow's pyramid of needs. The products that are necessarily needed to cover the basic needs, they grow, the remaining products lost.

Similarly, those product lines grow that are easy to deliver to people home. Others stagnate or lose.

Status: Positive

Short-term actions

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Expand the possibilities of contactless sales and delivery and communicate that your shopping environment is safe.

Consider repurpose logistics networks and inventories for healthcare purposes.

Source: IRi Growth delivery

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Retail

New customer’s behavior

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There will continue to be a greater shift to online purchasing. Consumers in most countries purchased more Healthcare products in early stages of the pandemic, shifting in recent weeks to more Paper Products, Home Care and Food & Beverage. Most categories across the store show higher growth rates.

Long-term actions

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Ensure you have ample stocks of necessities – and take care to be seen as encouraging responsible consumer behaviour that does not lead to stockpiling. It is also true that luxury brands will have a hard time in the months to come. However, this doesn’t mean that consumers will cut out indulgences altogether from their lives.

Source: IRi Growth delivery

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Retail

PR recommendation

• Provide data about consumer habits to news media.
• Be adviser and parent to reduce public concerns and potential nervousness about food shortage.
• Use lifestyle media to educate about nutrition during quarantine.
• Lifestyle communication to advise and inspire families about easy to prepare cooking calendar. Involve nutrition experts and influencers.
• Nutrition for better immunity.

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COMING SOON

Travel, transport

Electronics

Food and Drinks

Cosmetics

Oil, gas

Tobacco

Pet care

Fashion

Leisure, Entertainment

Utilities

Non-profit, public sector, education

Etc.

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The impact on media planning

How it might change ad spend across paid media channels

58

Become a co-author

Each chapter is not final, because you can participate on this document with us. Feel free to:

• Comment with suggestions
• Share new data points
• Recommend new sources

You can also contact us on the email: jan.marcinek@publicisgroupe.com

​

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Shifting consumer touchpoints

Growth in online media

Decline in offline media

• OOH
• Transport media
• Billboards
• Print media

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• Cinema
• Events
• Sponsorship

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• Digital video platforms
• TV ads
• Music apps
• Online & mobile gaming

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• Over-the-top (OTT)
• Connected TV
• E-shops
• Podcasts

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Source: Revival Strategies: COVID-19 Recovery Planning for Brands (Sinclair)

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TV

The government's actions in the fight against coronavirus are reflected in increasing media consumption in general and more strongly in TV channels. That's the result of the adMeter survey from Median.

On average, the time spent on a television screen increased by 45 minutes a day, while watching news TV shows doubled.

This makes TV an even more attractive medium for sectors such as food, personal care, and household products. However, media spending is likely to fall in Q2 as other advertisers cut their media budgets.

Source: Median

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Digital & programmatic

Time spent on the Internet is increasing on both PC and mobile devices, but the advertising amount is slightly decreasing. This stems from the global data of the PubMatic technology platform used for programmatic advertising. Advertisers started moving ads to other segments: specifically into news, hobby, or technology sectors grew. On the other side: travel, sports, and science dropped. In addition, brands can be careful when investing in contextual targeting because they won't want to associate their ad with coronavirus-related content.

Source: PubMatic

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Social

Advertising on Facebook is declining due to coronavirus. Although people spend more time on social networks because of the epidemic, companies are reluctant to invest so much in advertising because the government decides to close businesses. Facebook, for which advertising represents almost the only source of revenue, said in a statement: "We've seen a weakening in our ads business in countries taking aggressive actions to reduce the spread of COVID-19."

Same effect is seen on other social platforms, because social content is often user-generated and feed-based, brands don’t have much control over where and how the ad appears.

Source: Facebook

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Influencer marketing

People spend more time on FB, IG, YT and also Twitter. The time spent with the content prolonged, eg. watchtime of YT videos increased by 40%, which is a great opportunity for influencer marketing.

Influencer campaigns related to offline activities were currently postponed, the rest usually continue. In addition, many companies appeared to be open to start their campaigns just now. This makes cooperations with influencers even more attractive, mainly for eCommerce brands, FMCG, household products and also some services such as home delivery.

Source: Mediaguru

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OOH

Current lockdown resulted in reconsidering of companies’ investments in OOH communication and its switch to the online.

However, a significant number of consumers are still outside, driving cars and crossing streets as they did before.

The OOHs has its meaning in the communication mix, especially for some products, and it is still capable of significant reach.

So think about the nature of your product and why did you initially even consider the outdoor.

If you realise that outdoor appearance is relevant for you, choose promotion of your brand or product which creatively reflects current consumers’ situation. Are people encourage by society to order your product instead of buying it personally? Then use it and tell them that you are not 250 m away but right in their pocket.

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Supporting Source: Internal data, BusinessInsider

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Print

Print is an essential channel for providing information-rich messages during events of national and global importance. But the volume of new ads in newspapers and magazines dropped significantly. Publishers expect a fall in the order of tens of percent. This is due to contracting authorities' concerns about further developments related to the spread of coronavirus.

This stems from the Czech Publishers' Association. According to the Executive Director of the Association, Václav Mach, the editors continue to work and the costs sold vary according to titles. "Some advertisers are afraid, so they pull off their marketing budgets and the volume of new advertising decreased significantly," he told to CTK.

Source: SeznamZpravy

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Radio

The time spent listening to the radio slightly decreased. It may happen because of fewer drivers on the roads. Radio has a heavy reliance on retail and travel advertising, and that means the radio is likely to have short term availability.

It's a tough time for radio stations because some of them have introduced temporary studios; others broadcast from home. Radio stations are adapting to the crisis and broadcast more news and current traffic situation in the Czech Republic.

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Cinema

The outlook for cinema advertising remains very uncertain, as cinema attendance was fallen. The impact of coronavirus has also influenced film festivals. Brands investing in cinema for reach and format are very likely to switch investment into TV and online video.

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Event Sponsorship

The 2020 Olympic games, Cannes Film Festival, Eurovision and other current festivals have been cancelled or rescheduled. With a high probability, it will also be the case of KVIFF and events planned for this summer and early autumn. The gathering of more than 50 people will not be possible until the 8th of June at least.

So if you are a partner of such an event, consider offering them your support by keeping your investment in until its actual happening next year. It will rewards you by reinforcement of the relationships with your partner and safe place between sponsors for the upcoming year. Besides, think of leveraging the investment this year creatively and create a podcast with a related celebrity, which you will sponsor.

Sponzoring is still on though! Consider the support of online events and lifestreaming which connects your brand with content, entertaining people when they needed most.

And entertainment is not the only area, with which you can link your brand. Sponsoring workout series or classes focused on skills or self-development can be an option too. Or just focus your strengths on beneficial activities such as Vaříme Nepostradatelným, where KB or Pilsner Urquell has been nicely engaged.

The crucial aspect of this initiative is relevancy to your product and values.

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Supportive source: Forbes, MarketingDive, MediaGuru

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Public Relations tips for brands

PR approach to the COVID-19 crises

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Agenda

• PR Approach
• Plan
• Monitor
• Pitch media with stories
• The “what” and the “how”
• Major media topics
• What’s next
• Regular activities

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PR Approach

The crisis (as the old lesson says) always offers a number of opportunities to benefit from. Moreover, the COVID-19 crisis is not a typical “corporate/brand crisis” where you are accused of “acting against the interest of society”.

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• Perceive this situation as communication opportunity to achieve what you hardly can during a calm period. With relevant content brands become more trustworthy
• Build credibility and a stronger relationships with the customer proving that you are a real partner.
• Demonstrate social responsibility with „small action“ without big words. Support reputation of your CEO as real leader and industry voice/representative.
• Strengthen your brand attributes. Build credibility.

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Plan the unplannable

• Get ready for potential media, customer or public questions. As in many problematic situations basic Q&A material may help you to provide consistent statements, deal with sensitive issues and guide you through turbulent media reality.
• What you do at the moment? What are your current activities?
• How you adjusted your business to the current situation?
• How you protect your customers, your people?
• How you can help people to deal wit current situation?
• What impact it may have on your business?

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• If you are industry leader, doing business in exposed area or you are visible market player, the more you should be prepared.
• Consolidate your communication forces. „One source communication rule“ is more than relevant for this situation.

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Monitoring as a source of topics

• Monitor what's happening. Keep track of developments in public health, the economy, your industry or your customers´ interests and behaviours
• Monitor traditional media and social media… set up an “early warning system” to get information to the right place as soon as possible.

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• Define key topics, specify key words and monitor them at four levels:
• Possible problematic topics – what you have to get ready for
• Topics where you can expect media interest, as they also map the situation among other market players, industry segments (eg. bank statements on the topic of postponing loan repayments).
• Industry topics you can comment on and build your public visibility, demonstrate your brand attributes, values
• Opportunities for actions that allow you to demonstrate your engagement and support.

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How to pitch media with stories

• Based on your daily monitoring you have to find a match between media topics/reality and your interests and stories.
• You can monitor CTK (Czech Press Agency) as basic source of information for broad variety of media. Once you identify relevant topic you can offer your statement or information. You have to be fast, deliver your statement within few hours time slot in but you can get significant visibility in top media.
• Monitor journalists who cover relevant topics. Offer them tailor-made story/information linked to previous articles.
• Always think about the value of your information. Go through a basic checklist:
• Is your story new or surprising? Do you come with new story angle?
• Does your story involve experts, influencers or somebody attractive for media?
• Are you relevant source of information/story…how much does it fit to your expertise?
• Is this something journalists cannot find out by themselves (i.e. original research data)
• Is it relevant in terms of current media interest?
• Are you willing to provide opinion/statement? (incl. voice for radio, speak on TV etc.)

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What and how to communicate (part 1)

• Provide audiences/journalists value in response to topics that currently fill media, even if it’s a new area for your brand. (That is, if your brand can speak from a place of relevance and authority.). „Do not sell your products without relevance“.
• It may be also time to try something new… this may generate extra media visibility.
• Follow individual media stories. Target selected journalists with your information and stories and help them to develop the story. Before you do that analyse topics/issue he/she covered in the past. You will find suitable story angle more easily.
• It is also time to „sell“ your CEO, management, experts. It could be part of your CEO profiling program focusing on visionary, leadership but also responsibility issues. Go to general news, economic, but also professional media.
• Offer your expert opinions – media seek for experts that are able and willing to comment different aspects of the situation
• Use your CEO and key professionals and „sell“ them to media – identify opportunities to present them. Offer their comments, opinions or interviews about concrete topics to news, economic or professional media.

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What and how to communicate (part 2)

• Do you have information to share? Best practices, case studies etc. Professional (but also general and business) media as well as LinkedIn "are hungry" for thought leadership about how the business world is responding. This is also opportunity to sell key people.
• Be sensitive telling business stories. Is it possible to make them relevant for current situation? Are you able to communicate them with respect to the interest of general public.
• At the moment journalists are more open to responsibility and solidarity topics. It may be time to demonstrate your values and brand attributes in this category. Of course it will not last forever and also media interest is evolving. From personal protection (face masks production and distribution) to appraise and help to front line people.
• If you have something new to develop stories or create new media stories you can pitch it to media. Prepare information adjusted to particular type of media – news (data, racional core of information), life style (humane stories, lifestyle recommendations etc.)

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What are major media topics?

1. The spread of the virus (growth in cases, flattening the curve)
2. Government measures (and impact on everyday life)
3. Social distancing, quarantine and governmental regulations and recommendations
4. Health care system, hospital resources and status of medical equipment
5. The economic impact of government measures
6. Parenting in the pandemic period (e.g. school closures, home learning, exams, roles of teachers and families)
7. Businesses and remote work, shift in provided services, small business under pressure
8. Human solidarity, companies and employees helping, credit to front line people
9. Support to small business – government support and individual initiatives

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What is going to come next?

Information of optimism and joy – people become tired of disease information and are naturally hungry for a bit of optimism. Small sensitive and relevant jokes, optimism indications… Maybe the time for what’s next is now!

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• Impact on business, individual segments – does not necessarily mean catastrophic scenarios. Rational and inspiring expert opinion may have value for media and public.
• Stories how business adjusted its activities in the time of quarantine
• Recovery stories. What companies and small businesses do to get into previous shape?
• …and how crises influenced these businesses in terms of new strategies and approaches?
• Selective protection – how to protect vulnerable groups and relieve overall tension.
• Support of local business and individual initiatives
• Domestic travelling, holidays?
• Learnings from the crisis – on personal level (how to improve immunity) to general level (preparation, prevention)

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What your regular activities?

It is time of fears and uncertainty. However, it does not mean that everyday life stopes… no matter it may look like. People still cook, care about themselves and their loved ones. And they are starting to miss regular everyday stories more and more.

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• So, if you have planned content… ask yourself whether the content is still relevant, whether it could be considered insensitive, or if there’s anything that could make it more helpful. Could your story or strategy be modified to be more relevant to the current situation?
• New stories and opportunities connected with social distancing: home entertainment, nutrition, retaining contacts with friends, working home, teaching children etc

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• Do you have any solution that may help?
• Are you able to come with relevant information?
• Is there a chance to link to your products and demonstrate value even in this specific situation?

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Guidance and support to PR professionals in tackling Covid-19

ICCO (International Communications Consultancy Organisation) shares top tips and useful links for PR and communications agencies and practitioners alike navigating these tough conditions. Updated daily.

Visit link here.

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Social media

Handbook for Social Media Managers

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’s positive guide...

Planned an event? Don’t cancel it!

Use the advantage of life streaming and make it even bigger.

• Trust: �People will trust more to the experts than to celebrities
• Influencers: �Influencers will be seen more as a source of entertainment.
• Opinion Leaders: �Rising power and influence of opinion leaders in form of common people will rise as well as power of WOM.
• Experience marketing �There will be a hunger for customer, personalized experience and its sharing with others
• The local will be the new sexy:�Consumers will prefer local products, communication and content

Find your PA specialist!

This guy will help you to predict the future and inform the right people about your needs and business struggles

Influencers as a pillar

Being isolated, we spend with them more time and see them as an assurance that we do things correctly and that we are still part of community.

Tips for internal communication on remote bases

1. Find a way how to replace small talk
2. Identify the opinion leaders and work with them actively to keep your employees motivated
3. Need a feedback in a realtime or keep the workload under control? Try MOOD app

...through the Covid-19 times

... through the times after

Source: Konektor: Optimistický průvodce komunikací

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SoMe tips:

Pandemic topics are shaky.

Think twice before you react on pandemic topic. People wonder what to think about it themselves and perceive it with mixed emotions. Leave humour to the individuals and grasp a tone comfortable to you as well as your followers.

Make your people your brand’s guardians

• Brief them how to respond but also who to listen. Consistent communication is the key.
• On a daily basis, listen to what people say about you but also how the current situation influences their life.
• Make a list of keywords for social monitoring.
• Live dashboards as this one might also become handy (done by Sprinklr.).

Hiding comments are a big NO NO, but…

Let people comment on general Covid-19 topics. Hide only those which might be misleading, as false information or cures suggestions.

Before exposing your post on public social media eye, check the content with this CheckList to avoid a blunder.

Listen first,

respond afterwards

Source: Ogilvy: What does coronavirus mean for brands on social media?

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Starting a business in times of crisis

How to build your startup during a quarantine

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Successful brands that launched in an economic downturn

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Things to consider when launching your business during a pandemic:

• Does your product or service address a current need during this pandemic?
• What is your value proposition or competitive advantage?
• What value are you giving to your potential customer that is above and beyond what your competitors are offering?
• Alter/create an additional product or service that can cater to a cost conscious buyer.

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If your industry has been affected during this crisis:

• Don’t throw in the towel!
• Pivot your offerings to the current situation.
• Be strategic in who you are marketing to.
• Lean into the situation with empathy, honesty, and understanding.

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If you can’t launch now, how can you work on developing your brand?

• Understand your audience. Take this time to conduct market research.
• Analyze your competition. Research and understand every bit of what you are up against.
• Create a sound branding foundation that includes a strategic platform and emotional platform.
• Don’t forget the importance of design!

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What is your one piece of advice to every new brand right now?

• Provide more value than what people are spending money on. Give gratitude, give donations, make meaningful connections, provide extra services, create helpful content, and provide a sense of place and belonging.
• Also don’t lose sight of your long term goals. Don’t forget your why, and your purpose.

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Inspirational case-studies

What do we like

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Eight ways that brands are responding to the health crisis and home isolation

Doing

good

Relevant

ads

Providing

home services

online

Donations to COVID causes

Producing COVID supplies

‘Stay at home’

‘Here to help’

‘All in it together’

‘Home activities’

Online video, games, tools, education

Live streaming events, fitness

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IKEA:

Stay Home

Ikea Israel worked with McCann Tel Aviv to make a very Ikea-style instructional sheet on how to stay home, including locking the door, having toilet paper and not opening the door.

Source: The Drum

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#VirtualTipJar

With most bartenders currently out of work, consumers and companies are stepping up to help them get through this with virtual tips.

More information: Miller Lite announced a $1,000,000 donation to the Bartender Emergency Assistance Program set up by the United States Bartender’s Guild, and is encouraging others to donate #VirtualTipJar.

Source: AdAge

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Gamers against coronavirus

NVIDIA is calling for gamers to lend pare computing power from their graphic processing units (GPUs) to support scientific research on COVID-19.

More information: By downloading the folding@home app,participating users can decide when to share or turn off sharing of their GPU’s. Able to carry out massive computing tasks, such as those required during research as complicated as drug and virus simulations, idle GPUs could come in handy in the battle against Covid-19.

Source: NVIDIA

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Hand sanitizer from LVMH

When the French government called for brands to help produce key medical supplies, LVMH stepped up right away to turn one of their factories from manufacturing luxury perfume to hand sanitizer.

More information: LVMH created and packaged a solution at a Dior factory within 72 hours. The company plans to ramp up production at nearby Givency and Guerlien factories as well, saying in a statement that “LVMH will continue to honour this commitment as long as necessary.”

Source: FT

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Chipotle’s Virtual Lunch

Chipotle Mexican Grill launched Chipotle Together sessions where people can connect with the brand via videoconferencing site Zoom.

More information: Each session will include Chipotle-inspired presentations, celebrity appearances, Q&As and the chance to win free voucher codes for online delivery. Every day, the restaurant chain will be posting a link to the virtual hangout session on its Twitter account, where up to 3,000 people may join the event.

Source: Contagious

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Jack Daniel's social distancing

The video features user-generated footage of real human interactions that were filmed authentically, and safely, from home.

More information: "Showcasing how our friends around the world are rallying and uniting together during these times was our goal," said Matt Blevins, Jack Daniel’s global brand director. "It was about capturing real moments that are helping folks find social connection, which is something Jack Daniel’s celebrates."

Source: CampaignLive

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Vodafone – #StayHome

Telecoms are sneaking ‘stay home’ messages onto customers’ smartphones.

More information: Some mobile phone operators have started inserting coronavirus-related public health suggestions to stay indoors onto customers’ smartphones in recent days, using the small snippet of text that typically accompanies the connection signal symbols in the top left of a phone screen.

Source: The Verge

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SKODA – Safety tips

How to stay safe when travelling by car during the coronavirus pandemic.

Source: SKODA Storyboard

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Toyota – virtual showroom

Toyota has created a virtual alternative to closed showrooms.

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More information: Toyota has decided present their cars online through its website and live chat with the dealer. The selected car is presented to the customer in the form of video call. After the call customer could order the car directly or get specific offer by mail.

Source: Mediaguru

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Barilla #italiacheresiste

Strong message from the Barilla to the people of Italy.

More information: After donating to support the crisis in Italy, the Barilla Group wanted to do something more to express their closeness and gratitude to the #italiacheresiste (#resilientitaly) – those contributing to keeping the country going. The result is a beautiful and emotional film reminding us why it’s worth staying resilient.

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Covid Car Cover

Cooperation between Axa and Renault.

More information: To assist frontline health workers returning from overseas, Axa and Renault in Ireland have teamed up to provide vehicles and insurance coverage to help those medics returning to Ireland to help in the battle against COVID-19.

Source: Axa

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Valvoline #indiastayshome

Creative use of driving terminology.

More information: With India going into lockdown for the next few weeks, auto enthusiasts will miss taking their rides for a spin. The #IndiaStaysHome campaign uses driving terminology for activities people do at home – so we help keep the country safe while enjoying the time on our hands as we miss our time on the road.

Source: Publicis

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Bradesco

Highlighting the adaptability of the bank.

More information: Undoubtedly, we’re now faced with challenges we’ve never had to face before. To demonstrate our potential as human beings to reinvent ourselves in this difficult time, we launched a new campaign for Bradesco Bank highlighting the adaptability of the bank and the changes it’s making for now and the future.

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Whirlpool #ChoreClub

Creating fun ways to teach everyday lessons that have proven benefits into adulthood.

More information: Right now millions of kids are staying home – and that means learning takes place mainly at home. Enter Chore Club from Whirlpool, a social series built to help parents make cooking, cleaning, and doing laundry a part of their children’s new stay-at-home learning curriculum.

Source: Whirlpool

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Marie Curie

Donating unused media space to support those in need.

More information: Marie Curie, a hospice charitable organization, and Saatchi & Saatchi London have teamed up to ask advertisers and media owners to donate unused media space to rally support for nurses caring for the terminally ill during the pandemic.

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Verizon, High School Access

Supporting students

More information: With schools closed and the limits of our education system being tested, Verizon partnered with The New York Times to bring free digital access to Times journalism for every high school in the U.S. This access will benefit up to 14 million students, keeping them educated, informed, and connected to the world.

Source: NY Times

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Tesco, Food Love Stories - Dedications

Celebration of cooking at home

More information: Celebrating the unifying power of food during the coronavirus pandemic, Tesco's newest installment of its #FoodLoveStories campaign highlights people cooking in tribute to their loved ones. The work encourages the nation to share meals on social and is supported by out-of-home messaging.

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Heineken, Ode to Close

We’re further apart.

Yet, we’re closer than ever.

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More information: Heineken has been synonymous with social experiences since 1873. Now that billions of us are in lockdown or self-isolating across the world, we understand the value of our social lives even more. Our "Ode to Close" program encourages people to stay together – while staying apart.

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McDonald's, Thank You Meals

Thank You Meals for First Responders and Healthcare Workers

More information: Every day, people on the frontlines are risking their lives to make a difference in our communities. More than recognition, these courageous men and women deserve our gratitude. McDonald’s coordinated with their owner/operators to provide free Thank You Meals to first responders and healthcare workers nationwide.

Source: McDonald’s

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Kellogg's, Breakfast as Usual

Message to all farmers, line workers, truckers, grocery stockers & cashiers, and food bank workers.

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More information: The pandemic has made us reconsider what’s important in life, including the simple act of eating breakfast. To thank the unsung heroes who bring breakfast to our table every day, we rolled 1,500 pieces of content from Kellogg and Publicis employees plus heartfelt words from CEO Steve Cahillane into a powerful message – in 72 hours.

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NIVEA Small Acts of Care

Small Acts of Care make a big difference

More information: As a trusted Care brand, NIVEA wanted to celebrate the #SmallActsofCare between people that give us all hope in these tough times. Despite our current production challenges, we created this work using original content, shot in only two days via a network of directors from around the world. The First Global NIVEA campaign from ONE TOUCH.

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McDonald's Unskippable Ad

Importance of hand washing

More information: As an organization known for high safety standards, McDonald's rolled out "We are for safety. With both hands." – a timely campaign about the importance of hand washing, launched with a pre-roll spot that can’t be skipped.

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Mondelez

Oreo Playbook

#StayHomeStayPlayful

More information: With the coronavirus lockdown in place, Digitas UK and Oreo UK created the Oreo Playbook. #StayHomeStayPlayful presents a series of fun activities targeted to young families and millennials that not only reminds people to stay home, but offers up new ways to stay playful, every day.

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Cathay Pacific, #TillWeFlyAgain

#StayHomeStayPlayful

More information: With most of Cathay Pacific’s passenger fleet grounded and people staying in their homes, we launched #TillWeFlyAgain. Starting with a video created entirely from UGC, the campaign encourages everyone to find wonders of the world in every nook and cranny, and to share photos of things in their home that remind them of travel.

Source: Instagram

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Renault, #Raamreis

Renault brings holiday feeling to living room with

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More information: With children unable to take advantage of their school holiday, Renault launched #Raamreis to bring their dream holidays into their homes. Children can download doodles and drawings from the campaign website to create their own dream holiday, and share their work on social to win theme park tickets upon reopening.

Source: Renault

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Stay safe

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