3 Tips for Adapting Your Marketing Strategy Amidst COVID-19

By Elana Goodwin

2020 has been dominated by the coronavirus pandemic, and rightfully so. Though there is light at the end of the tunnel, there’s still a ways to go until we see the end of this thing, which means your PR and marketing strategies must continue to be informed by what’s happening with COVID-19. Here are a few tips on how to adapt your strategies for these uncertain times.

1. Be Aware. With news about the pandemic in the spotlight, a story about your organization may not get top billing or even any time in the news cycle. Resources may have been reallocated and many media outlets are stretched thin covering health and political-related news so your business’s news might not have the same interest it did pre-pandemic. That doesn’t mean you should hold back, but consider other avenues of getting the word out, such as social media or creating your own content via blog posts on your website.

2. Be Self-Aware. Does your story/news/etc. matter right now? With businesses closing, people dying, and many struggling, be self-aware enough to recognize whether it’s the right moment to be sharing your PR material. And if you’re referencing the pandemic in your marketing strategy, make sure it’s with empathy and not in a way that makes it seem like you’re trying to profit from this public health disaster or turn the focus to your company if it’s managing to survive when so many have not.

3. Change Your Focus. Rather than spending your time and efforts on short-term marketing and PR strategies where you’ll be competing in an overcrowded news cycle, think long-term instead. Now may be a great time to focus on building your company’s brand recognition and reputation, maximizing your social media presence, overhauling your website, and developing other beneficial PR materials that will position your business for success going forward.

Keep these three tips in mind as the coronavirus pandemic continues to affect lives and livelihoods and your PR and marketing strategies will be better off for it. Here’s to a better 2021!

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