Why now is the time to be focusing on PR and Communications

In times of social and financial uncertainty most businesses will be looking to streamline their operations and focus on the problems at hand, whether that be sales, production or paying staff salaries. In the midst of all this, many make the mistake of side-lining or even completely doing away with their PR and communication strategies, when it is these tools which will prove most important in seeing your business through.

When investor Warren Buffet claimed that, ‘It takes twenty years to build a reputation and five minutes to ruin it’, his comments not only applied to the financial sector in which he was working, but to any business that relies on its reputation. In simple terms, the public trust what is recognisable and so in times of difficultly it is vital to remain consistent and appear dependable.

At this point, making use of PR will benefit your business in a multitude of ways:

•PR is the most effective way of building up confidence in your business and assuring your clientele that you have strategies in place to see you through the coming months. Effective use of PR can increase and improve credibility during a time of unpredictability, as your business presents itself as proactive and prepared where others might not.

• The importance of a business’s online presence is paramount in a crisis such as Covid-19, as many people turn to the internet to access what they need. PR agencies enhance a company’s online presence by offering support and guidance on how to market themselves digitally. Aside from sales, online publicity provides businesses with a quick and easy way to disseminate information and stay present in the public sphere.

•PR also works by strengthening your community relations by establishing your reliability as an active member of the community. The effective use of key messaging will convey your company’s core values and demonstrate how these are durable during times of difficultly. Continuing to cultivate the emotional rapport between business and client will ensure a sense of continuity and openness which will benefit the business immensely when recovering from the crisis.

•Finally, giving attention to internal communications is equally important as you and your staff navigate this potentially worrying and emotional period. Ensuring that staff feel informed and that the business maintains transparency, will foster trust and positivity leading to productive teams.

If you feel like panicking, stop for a moment. Focus on what you can control and look to the future of your business by implementing PR and communication strategies which will not only benefit you now but will have a significant effect on how your business recovers in the coming months.