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The Art of Negotiation in Public Relations and Social Media Strategy

July 2, 2020 by konnectprdaily

We don’t all wake up every morning or go into work thinking about what we’re going to negotiate that day, but as former top-skilled FBI hostage negotiator, academic and author Chris Voss would say, “life is negotiation.”

That definition may seem simple, but what really is negotiation? After reading his best-selling book, Never Split The Difference as part of a much-enjoyed work book club, I’ve narrowed down my description to the following: listening with intent, gathering information to guide the conversation and leading with empathy to achieve the desired result, no matter what that is.

If you really slow down and focus on your day-to-day, you’ll realize that most interactions are a negotiation, from deciding which movie to watch with a friend, discussing work tasks with colleagues and even getting your kid to clean his/her room.

Why is negotiation important, and how can we use it as PR and digital marketing professionals?

In mastering the art of negotiation, you learn how to truly listen. While reading Chris’s book, I learned that many of us aren’t always the best listeners – guilty – and would rather split the difference or compromise than press on for what we want. Listening is hard, and we usually fail at it because we are always trying to be a few steps ahead – thinking about what to say next or simply settling to avoid what we perceive as a conflict. In the midst of it all, we often overlook and miss important details that can help us to a) fully understand the other person’s goals, b) figure out what makes them tick and c) get what we really want. Whether you are pitching a new client, asking a reporter to include a client in their upcoming article or dealing with a comms crisis, familiarizing yourself with a few simple negotiation strategies and tactics can help you net more desirable outcomes. And because I loved his book so much, I wanted to provide some key takeaways to our community of readers who can hopefully take these tools and apply them to their own personal and professional lives – just as I aim to do.

A crucial point throughout the book is that while we as humans might think long and hard about something or make calculated and rational decisions, our ultimate decision-making process is based on emotion. This is an important lesson in the overall theme of the book tied to the notion of empathy and taking the time to really understand the person in front of you and what they need – a part of our character we can nurture and cultivate to connect with others on a deeper level, and essentially get what we want out of an interaction.

Choose your tone wisely

Have you noticed that the tone in which someone speaks to you impacts how you feel about him/her and the overall interaction? The person in front of you might have an authoritative and firm voice, which might come off as intimidating and scary. Another might speak softly and with a lower tone of voice, making you feel more at ease. In other words, when it comes to communicating with clients and colleagues, the tone in which you speak can impact the overall comfort level others have towards you. In his book, Voss brings up the example of using his “FM DJ voice” (low, calming) to create an environment of warmth and trust. In addition to the FM DJ, there is also the positive/playful voice – which he suggests using with most interactions for an easygoing, light-hearted conversation – and the direct/assertive voice for rare circumstances when you just want to signal your dominance and control over the other (not recommended).

Be a mirror

Voss brings up the idea of mirroring, or imitation, as a way of creating comfort and a deeper bond with the person with whom you are interacting. As humans, we are drawn to what is familiar, and this important tool can come in handy when negotiating to help establish rapport and eventually trust. Mirroring is the simple (yet sometimes strange-feeling) practice of repeating the last three words (or the critical one to three words) of what someone just said. When you repeat back those crucial few words, you are essentially signaling your counterpart to elaborate on or reword their initial response, which usually comes out differently the second time. An example where mirroring can be useful is when negotiating the budget for PR services or digital marketing, something our digital team does quite often. Here’s how mirroring can be used in that instance:
“My rate for an Instagram post and story is $5k.”
“A post and story for $5k?” (pause)
“Yes, I realize that might be too high for this project, so I’m willing to go down to $4k.
“Down to $4k?”
And so on. It is important to take meaningful pauses and know when to stop mirroring as well.

Label the emotion

Labeling is the act of calling out your counterpart’s feelings to show understanding and empathy. It is a proven and effective way to show that you are really listening and trying to form a connection. The examples Voss points out are It seems like, It sounds like, It looks like followed by “you,” which shows that you’ve been attentive towards your counterpart’s emotions and can signal calmness and trust. An example of where we can use labeling at a PR agency is in our media pitches, for instance: “Based on your recent article about seeking comfort food during uncertain times, it seems like you would be interested in a story about a delicious, restaurant-worthy Indian food brand that is truly the epitome of easy at-home comfort.” You know the person you are talking to enjoys food and that during this time of uncertainty your client’s products will help provide comfort to him/her and readers.

Accuse yourself

The accusation audit can work wonders during a conversation when things aren’t going as planned. It is the act of clearing out any negative emotions that might get in the way of making a deal. By listing out all the possible negative things the other side might be thinking about you, you jump the gun and do it for them instead. In the PR and digital marketing world, the accusation audit can come into play when clients decide to leave, journalists and influencers become unresponsive or you need an edit on a story or post. A quick example: “You probably think this is annoying, but would you be able to update my client’s retailer availability in your story?”

Embrace “No”

Often, when we hear the word “no” the conversation ends and the connection dissolves in one way or another. “No” is associated with rejection, a decision that can’t be changed or influenced, but with “no” the exact opposite is true. Voss explains that “no” is actually a great way to continue the conversation and is a reply that should be embraced rather than dreaded. To train your mind to think about “no” as something other than rejection, you can reframe how you perceive it. For example, “no” can mean “I need more information” or “I don’t think I can afford it.” By taking that information and applying it to a solution-based approach – “What additional information can I share with you today?” “no” helps bring out what’s really at stake, what’s needed to get to a final “yes.”
When a reporter or a prospective new client starts to “ghost” you, try asking them a question that provokes a “no” response. A no-oriented question usually does better than a yes-oriented question “because it plays on your counterpart’s human aversion to loss.” For instance, if a media or influencer contact confirms including about your client in an upcoming story and post but then the communication between the two of you completely stops, try asking them a no-oriented question like “Have you moved on from this story?” or “Have you changed your mind about [xx]?” Remember, hearing “no” is a good way to start a conversation about what each of you really wants and how you’ll get it.
For a more extensive and deeper dive into negotiating, read Voss’ book, Never Split the Difference.

Happy negotiating!
-Hasmik Piliposyan

The Publicist’s Guide to Twitter

May 12, 2020 by konnectprdaily

Twitter is not just for the irrational all-hours ramblings of the world’s loose cannon personalities; it can be a very resourceful tool for your public brand and for PR professionals.

Twitter, at its most basic, is a tool that helps people stay on top of the latest news and “follow” sources of instant information. As a publicist, you can use the social media platform to stay in touch with journalists, share your work, reach out to sources and build your community of clients (both existing and potential), media and peers.

During this time of distancing and isolation, people are increasingly turning to a wide variety of social media sites and apps to seek comfort and a sense of connection. On Twitter in particular, where conversations are boiled down into 280 characters of bite-size information, you’ll find celebrities, journalists, editors, business moguls, the President, your neighbor…you get the idea…eager to share their thoughts and opinions with the world. So join the conversation and make Twitter work for you!

Here are some tips to get you started:

1. Build an Online Relationship with Journalists
Twitter can be a great way to reach out to a reporter, build a relationship and keep track of his or her beat. A simple scroll through a reporter’s feed will give you a feel for his or her interests and coverage. Pay attention to headlines, learn who they are and build your rapport from there. Along the way, you’ll likely glean some valuable insights into what they’re working on at the moment and how they preferred to be pitched.

The following editors took to Twitter to share their thoughts on receiving pitches about CBD in the midst of the COVID-19 pandemic — something that some reporters are very open to, but others apparently aren’t. As soon as you come across this kind of tweet, you quickly learn who you should and should not reach out to about a particular topic.

2. Follow Relevant Hashtags
Just as you can follow someone on Twitter, you can (and should!) also follow hashtags. Hashtags allow users to scan topics and see all the latest social media chatter on the subject. Journalists often search hashtags while seeking story ideas. Effective use of a hashtag linking your news to a larger trend might just result in a media placement. (Tip: Keep it simple — don’t use more than two hashtags.)

3. Join the Conversation
Whether you’re connecting with your peers, clients or journalists get in there and strike up a conversation. By responding to someone’s post, you show them that their feedback is important and that you’re listening.
Most media outlets have a presence on Twitter, so be sure to follow those that are relevant to your industry to stay updated on news and trending stories. Find something interesting to comment on? “Retweet with comment” to share the tweet and become a resource yourself.

Funnel some of the same energy you use to interact with other people’s posts into creating your own content. Tweet about your latest updates, blog posts and news, and integrate images, videos, and links to add visual components to your post. This will also help boost your social engagement. Make sure to use relevant hashtags to catch more eyes and target the people who are involved and interested in the topic. When relevant, tag the people and organizations that may take interest in and retweet your post.

5. Use Twitter Lists
Avoid getting overwhelmed with all of the latest tweets rolling in at once. Instead, create and organize lists to see the latest tweets from everyone you follow, and prioritize them. These can be private or available for the public to view and can help you monitor the chatter on specific people/companies/industries. Some helpful lists include celebrities to seed products, influencers to engage, customers or VIPs, media outlets, etc.

For more tips on using Twitter for PR, check out these do’s and don’ts of Twitter. Konnect is also hosting a live Q&A on Instagram this Friday, May 8th with our digital marketing team — stop by to ask your questions and gain some additional insights.

Happy Tweeting!

The Speed of Change

April 16, 2020 by Carmen Hernandez

As we’ve learned over the past month, nothing prompts change as fast as a global pandemic. In a matter of weeks we’ve seen governments around the world make and implement life-changing decisions, companies go into self-preservation mode and people prepare for the worst by stocking up on supplies we may not have realized were essential until now. Change – a word that people don’t typically do well with or welcome in their lives – is being thrust upon us.

And, much of this change has me thinking. In our line of business, being forced to change is not something new. Media and communications have been experiencing drastic changes for decades. However, the marketing engine of many businesses has been less than willing to adapt to those changes and now it’s suddenly catching up to them. As recently as this week, I was speaking with someone who was telling me all the wonderful things their company was able to achieve through events and sampling in 2004 and the easy media recognition they were able to garner with little to no expenditure. What immediately went through my mind is, yeah 2004. That’s 16 years ago. Boy, do I miss those days. At that point, Facebook was not yet for the masses (it was founded in 2004 but only open to students with a .edu address). Not until 2006 did it become available to the public, and even then it took a couple of years to become completely mainstream as a marketing tool. Instagram was introduced in 2010 and gave birth to the modern-day influencer. So, here we are over a decade and a half later in a world that is being altered practically overnight and we should not be talking about what worked in 2004.

If you hadn’t been paying attention to digital marketing before now, then the fact that worldwide traffic to online entities is quickly approaching an increase of 40% due to shelter in place orders should be enough to force you to get with the program. And, what you’ll find is that Facebook is all pay per play and Instagram (acquired by Facebook in 2012 for a jaw-dropping $1 Billion) is following suit; people are starting to embrace Tik Tok (founded in late 2016 in China and rolled out to the world in 2017) as a potential new frontier for marketing and advertising, and in-person meetings have been replaced by Zoom. The way we communicate with people and reach the customer has changed forever and will continue to change and adapt. So adapt we must.

As marketers, we understand the need to embrace change and constantly adjust to the new way of doing things, and sometimes we take brands with us kicking and screaming because we know those who don’t evolve will be left behind. Truly successful brand campaigns (before COVID) are paying attention to the entire customer awareness funnel. They are taking a 360-degree view of where they can build their raving fan culture. It’s no longer enough to reach someone once at a sampling event or be newsworthy for a moment. In this day and age, a brand needs multiple touchpoints and the support of various opinion leaders to be successful. Content, whether from the brand or from creators, needs to be the driving force and requires a sound digital strategy including social media, website, e-mail, advertising, etc. Most importantly, this content, and everything the brand has to offer a customer, has to be perceived to provide VALUE.

The biggest change that has taken place in the past few weeks is that this last piece, the value you offer, has become the foundation for any brand to survive. It’s no longer about a full tactical approach (although I’d argue that getting fully up to speed on digital and e-commerce is crucial). It’s also about how marketers see their customers as humans and how much we are willing to do to make real connections with them and give them what they want and need. So, not only is it that something that worked previously won’t work today, it’s very likely it won’t work in the near future or it won’t work in the same way. Marketing as a whole is forcing us to be extremely agile and flexible to be successful. It’s my suspicion that we’ll be seeing changes that happen much faster and even more drastically so that what we did in 2004 will seem downright quaint. The winners will be those who are willing to change and possibly forget what worked in the past. So, let’s do this together. Let’s be daring and adventurous and create meaningful ways to do business for the long haul.

Connecting as a Team While Working Remotely

April 16, 2020 by Becca Campbell

During this time, it may feel like the world is upside down, especially when we are feeling alone at home, but the truth is no one is ever alone, even in a work setting where working remotely has become the new norm it is a massive transition from what we are used to. As a PR Agency in Los Angeles that values teamwork and collaboration, we still have to keep in mind that we are still continuing to work together as a team to keep each other motivated and engaged in our work during this difficult time. Some companies often struggle to connect as a whole but by connecting as a team while all working remotely, it gives every workplace a chance to build a stronger foundation and relationship with everyone within the team. Now is an important time for companies to work on closing the gap of employees feeling alone by working together and collaborating as a team.

Here are some important ways to maintain visibility in the workspace while working away from the office and to help you and your teams to interact seamlessly:

Be a team player
What does it mean to be a team player? In order to connect as a team and be part of a bigger group, you need to make sure you understand what it means to be a team player. Whether you are working for a company, or part of a sports team, being a team member all share the same characteristics and goal of feeling connected as a whole and working to win results. In a sense, we are all team players working to win a game or even a top press placement for a client. Being connected as a team should bring nothing but positivity to everyone working. A team player makes sure everyone feels recognized and appreciated for their work, knowing that everyone is doing their part and working hard at achieving results. When you are working to be part of a team, you are someone that is willing to be creative, determined, be able to show commitment, and actively listen. As a team player, you are accountable and are willing to help the company and your colleagues with a certain assignment or project and step up to the plate when someone is not taking full responsibility for their job. A team player is also someone who knows when to speak up when they feel like something is wrong or they need help with something. That’s what a team is there for, to help you with possible solutions to correct a problem and help you to become a better problem solver while being the support member that your team needs.

Communicate Regularly with your Team
While working remotely, it is important to check-in or gives updates with your team face-to-face. One of the greatest things about technology is having an abundance of several resources and applications readily available for you to get the virtual interaction that fits what you need. Communicating with your team is important especially at this time to help team members not feel too disconnected in the workspace. Some examples of checking in face to face include virtual video chats with apps such as Zoom and Ring Central or if you don’t prefer a face to face interaction, it is always easy and simple to just pick up the phone and call someone. It is also important to do a constant virtual meeting check-in with your managers and your colleagues so they are aware that you are available no matter what and it also keeps everyone on the same page. Without regular communication and face to face interaction, the foundation to a healthy and strong team doesn’t last.

Team Bonding
Working doesn’t always have to be strictly all about business. There is always room and time for some fun and the perfect work-life balance. While you can’t as seamlessly have watercooler conversations with co-workers, there are other ways to stay connected. Brainstorming creative team bonding strategies will make communicating with the team more fun during a stressful time to lift everyone’s spirits. Team collaborations work most effectively in promoting productivity by improving on different and fun ways we can all work together. It is important to implement ideas and approaches for team bonding to making everyone happy to have a sense of belonging to the team. Team bonding ideas can include fun lunch dates or team happy hours. This also gives you the perfect reason to communicate with a colleague that you don’t normally work with while you are in the office. Bonding with the team virtually also allows you the opportunity to get back into doing things you normally do in the office such as brainstorm sessions, stretch breaks, and even coffee dates with your office neighbor (virtually). Team bonding spreads positivity within the company by building a deeper relationship with your team members.

Knowledge Sharing
Working at a public relations firm, we are always encouraged as a team to share our knowledge. It’s great to keep the team updated with any media updates and staff changes in a world where everything is constantly changing and it’s important and valuable to keep everyone on the same page on any current events. As a team player, sharing your knowledge and connections gives you more of an opportunity for yourself to learn something new, speak up within the company and share it with the team so everyone can benefit from it.

All these aspects of working on connecting as a team will help any company’s foundation become stronger every day. At a time when people may be feeling alone while working remotely, at the end of the day you are part of a team where everyone is working together and has the same goal to achieve amazing results. By working together as a team, you also build a stronger appreciation for your team members who are there to constantly remind you that help is always there for you when you need it.

We’re all in this together,
Cassie

4 Tips For Being Your Best Under Pressure

April 16, 2020 by konnectprdaily

Many of us are juggling business, health, families, relationships and more in the evolving landscape of our “temporary normal.” We may lessen our feelings of anxiety created by uncertainty by implementing new routines and improving our attitudes to chart a more positive course.

Surround yourself with supporters. Supporters bring out the best in us, and we help to bring out the best of them. From colleagues to loved ones, don’t underestimate the power of asking “how are you doing,” or discussing brand strategy while sharing a glass of wine through Zoom or over a cup of coffee over the phone. Commit to checking in on your supporters–make a note on your calendar so this becomes a priority. Don’t underestimate the power of a supportive relationship.

Stay motivated with optimism. What are three things that went well today? Look for tiny wins or hidden benefits and aim to focus on these. How might you be able to be create and innovate during this time? Does this present a unique time to develop creative services & solutions, or spend more time with those you love IRL or virtually?

Check-in with yourself daily–both physically and emotionally. How is your energy level? How are you feeling? Be aware of your stress signals. Identifying specific words for your feelings and emotions can help you to accept them, and ultimately to feel more in control. And, there is a direct correlation between physical health and emotional health. So, try to make healthy choices: cook fresh meals, find time to stay active and hydrated.

Adopt an attitude of gratitude. Who is someone you are grateful for? What is something you appreciate or respect about them? Pick up the phone, write an email, send a text–tell them! It will impact your attitude and their attitude for the day.

– Beth M.

Communications Considerations Amidst COVID-19

March 31, 2020 by Becca Campbell

As the global community continues to experience the impact of the health and economic crisis of COVID-19, we as a PR Agency are continuing to keep current on best marketing practices during this unprecedented time. As an agency and for the companies we work with, first and foremost, flexibility is key as we navigate a situation that is changing minute-by-minute. Based on what we’ve observed to date, the following are suggestions we believe every brand should keep in mind as you engage with media and activate on social media.

#1 Be Very Realistic as You Take Stock of the Situation: Before diving into a communications plan of attack, it is important to take note of the current realities of how day-to-day life has changed and how this change has dramatically impacted the news that is being shared and the content editors are seeking. Some high-level considerations include:

43% of the US population is now being asked to stay home, and that number is expected to grow to at least 54% in the next few days – so what do you offer these people who are now adjusting to working from home and having kids at home?
By March 3rd, 3+ million articles mentioned COVID-19 and there were 25+ million social shares – those numbers have gone up exponentially since without any likelihood of slowing down so the only news anyone cares about right now should be related to the pandemic and life during the pandemic

#2 Be Prepared: It is an uncertain time and some brands are finding themselves in uncharted territory, often not knowing how to positions themselves to their consumers and the industry regarding what is happening in the world. At the very least, every brand should have the following communications basics ready:

Prepare a holding statement that is approved by all company leadership
- This is a messaging guideline and statement that is not meant to be used proactively, rather you will have it ready if it is needed, and may include information about precautions the company is taking to ensure the health and safety of employees and customers as appropriate for your business
Determine your communications processes, specifically who within your organization will run lead on distributing information regarding potential crises tied to COVID-19 to appropriate parties in a timely manner (buyers, distributors, etc.) – this may be more than one point of contact and it should be determined which vendors/stakeholders will hear from you first
Brief employees on crisis communication protocols and provide contact information for the crisis team leader who will be able to answer their questions

#3 Consider Your Communications Approach: For internal and external communications, we recommend that brands keep the below recommendations top-of-mind while crafting all messaging:

Be Concise: People are receiving an influx of brand communications right now, so be sure you get right to the heart of what you want to share with your audience and give them resources to follow up on. This applies both to traditional media, newsletter updates and social media programming.
Speak to What You Know: There is a lot of misinformation out there; help the community by contributing valid, informative and expert information. Stick to your brand’s area of expertise and do not deviate from that.
Lead by Example: Communicate what you as a company are doing to minimize the impact of the situation with your own employees. Try to be as transparent and direct as possible.
Show Empathy: Remember that this is an incredibly stressful time for everyone and let that inform the way you shape your communications, both internally and externally. This is a time where people may have many questions and you need to try to be as patient as possible.
Be Positive: Feel-good stories are especially appreciated during difficult times. If appropriate, feel encouraged to share positive or inspiring stories to provide hope, laughter and reassurance as we all navigate this situation.

#4 Amend Your Communications Based on Media Feedback:

Based on our constant conversations with our trusted media contacts, below is an overview of what they have expressed they are looking for given the current news cycle:
- Ways to humanize COVID-19 by applying real-life stories that demonstrate the impact in an empathetic way
- Topics related to social distancing and ways to help people beat boredom, address logistical challenges, think creatively during this time, etc.
- Some publications are seeking to produce counter-content to offer readers a break from the 24/7 talk of the pandemic – anything related to animals, cooking and mindfulness is popular
- Publications are leaning into work from home and the self-care angles with new solutions and recommendations for readers on a daily basis
Following is what we have heard they are NOT looking for at this time:
- Unfounded Medicinal Claims: Unless your product has current medical finding/research/statistics that prove it can help and/or cure COVID-19 specifically, avoid outreach that insinuates otherwise and could potential be seen as false claims and/or self-serving, which can hurt the integrity of your brand and its products. For example, your product may help increase immunity, but that isn’t going to stop consumers from potentially getting COVID-19.
- Op-Eds: At this point, no one wants to hear a personal opinion on the state of COVID-19, regardless of how heartwarming the opinion may be. Right now consumers are only looking for facts and figures, what is being done in terms of solutions, and whether there is a foreseeable end to the crisis.
- Individual Charitable Donations: Charitable donations are commendable, but they can also come across as opportunistic if treated as a marketing tool. Unless the charitable donation is part of a larger effort to address the pandemic and will have a meaningful impact, we do not recommend pitching to media, rather we suggest making it known directly to your customers so they are aware of how they can participate. It’s not about you, it’s about the community and how we are all working together for a solution.

#5 Adjust Social Media and Digital Media Plans: The digital world moves at lightning speed and our team of digital specialists are constantly evaluating and re-evaluating best practices during this time for content, social media advertising and influencer partnerships.

Content: As an agency, we recommend pausing all planned and scheduled content to keep social postings aligned with the most current consumer sentiment and digital consumption habits

Questions to Keep Asking:
- Am I bringing value to my audience?
- Am I reading comments, DMs and evaluating reach/engagement/sentiment to determine what is resonating and what my audience wants to see more of?
- Am I paying attention to how my message might be received?
Our Observations:
- During social distancing, people are looking for creative ways to make human connections
- Is there something you can offer that is needed ( a product that is useful TODAY)? People are not buying products when they don’t feel it’s essential so best to pause advertising on expensive luxury items or frivolous things
- Are you in a position to provide education, information or experiences? Then what can you give for free?
Social Media Ads: As many businesses are adjusting strategies and relying on e-commerce for sales, brands must adapt digitally and develop an ad strategy accordingly
- Considerations for digital ads:
  - Calls-to-action: Are my ads providing my consumer with a clear call-to-action for what they need?
  - Please take into consideration what is currently happening per location when geotargeting
  - Is my brand’s product considered a “necessity” at this time?
    - If yes: Then your ad strategy should focus on why your product is needed at this time and what value you bring to those who purchase (but be honest about it)
    - If No: Continue to have a presence on social media (and share ads where applicable), however, aim to avoid opportunism or being tone-deaf, i.e., hinging your message on working from home when your product isn’t truly useful to someone who works from home
- If your product is out of stock or not available online, slow down or pause social media advertising and make sure you are posting on your social or website informing your fans when and where they can get your product when it is back in stock

#6 Review Your Crisis Communications Checklist: As we are in the midst of this ever-changing situation, it is vital to keep your crisis communications checklist updated and ready to activate on. Below please find high-level recommendations for items to consider in a crisis:

Gather all available information (internal and external) and be prepared to adapt your crisis communications plan accordingly
Alert all key crisis communications team members of any current situation being monitored to determine the chain of command and if any external communications (i.e. newsletters, blog content, social posts, website content, etc.) are needed
Monitor all media coverage using Google, Google Alerts, Talkwalker Alerts or any available third-party monitoring platforms
Utilize your current social media monitoring tools to monitor the crisis in real-time, ensuring that your keyword searches are properly set-up and you have added any additional keywords as it pertains to the crisis
Ensure you have a process in place and clearly defined roles and responsibilities to control communications on social media, and proactively communicate to all who have access to your accounts on how things will be handled and by whom
Immediately begin developing materials (i.e. holding statement, press release, media talking points, social media statement, etc.) and determine if the information will be delivered proactively or reactively
Once drafted, share all written materials with your legal team and all internal decision-makers/ stakeholders for review, edits and feedback
Disseminate written materials, as needed, upon approval by decision-makers
Continually monitor for media or social mentions of the issue and continually reassess messaging and the status of the crisis (i.e. Has this crisis passed/ the news has dwindled or is it still active)
Perform a postmortem following the crisis to refine best practices for the future and update your PR and social media crisis communications guide accordingly

Thank you so much for letting us share some best practices with you. Please note that these suggestions assembled by our team of communications specialists is meant to provide a topline overview of how to navigate the current media and digital climate as a result of COVID-19. We do recommend that prior to putting any of these recommendations into action, you assemble an internal protocol and structure and seek counsel from your legal team, making sure all decisions are run through the proper channels approved by your executive team, board members and other relevant stakeholders.

-Becca Campbell