As publicists, brand marketers and agency owners, many of us are not prepared for coronavirus. Most of us have never lived during a pandemic, let alone personally experienced one. This is where crisis communications training will become invaluable. We are used to helping clients with short term PR fiascos or crisis com issues. But make no mistake—we must prepare for an ongoing crisis. This will not be a crisis that will go away any time soon. As marketers, don’t keep marketing with your head in the sand.
In the agency world, how marketers handle coronavirus will separate the pros from the amateurs. Remember when everyone thought they could buy social media services for a few hundred dollars because their kid in college could do it? Now this will reset the playing field.
This will be a time when it will suddenly be glaringly obvious why certain agencies charge a premium for marketing and PR services. The bottom of the barrel marketers will keep marketing through this as if nothing is going on. Their posts will be tone deaf. They will not pause scheduled tweets or pre-written content for campaigns and will continue to market as if we were still living in a pre-Coronavirus digital environment.