Hurricane Ian is barreling toward Florida, and millions of Floridians are bracing for this monster storm. It’s hard to believe I’m still saying this, but for brands and public relations practitioners out there, please consider who you’re pitching and communicating with before you hit send on that media pitch or e-newsletter. Don’t leverage the disaster!
The stories are already making the rounds across social media that brands are pitching media in the state of Florida on story ideas, interviews, or other topics. And I’ve seen e-newsletters, texts and other marketing efforts come through in the last 24 hours.
The reality is that when Jim Cantore shows up in your backyard, the last thing media is going to be concerned about is your product pitch. And the last thing your audiences or consumers are worried about is 20% off for a limited time – unless you’re talking about generators or a special stash of water or batteries.
Yes, it’s frustrating that you’ve spent hours on the perfect media pitch or days creating that e-newsletter.
I’ve been there and I get it. I’ve cancelled events, postponed launches, and rescheduled trips because of natural disasters. It’s all part of the game.
And if you end up sending that pitch or e-newsletter, you’re not only not going to get the response you’re looking for, you’re going to damage your personal reputation at best, or worst, damage your brand’s reputation with your key stakeholders.
If you’re still not sure how to approach it, here are some quick tips:
Really dig into who makes up your audiences and if they are impacted by what’s happening. And do this review several times if necessary over the course of the crisis. Even though the hurricane is gone, the crisis may not be over for your audiences.
You should consider pausing marketing and communications efforts. You may not need to pause everything you’re doing, but take a close and hard look at your efforts and if you’re not sure, err on the side of caution.
Now may not be the time to offer that 20% discount – or maybe it’s the perfect time, depending on what you’re offering. But review your messaging and make the necessary shifts to ensure you’re connecting with your audiences in a meaningful way, based on what they are currently going through.
The best piece of advice I can offer is to put yourself in the shoes of your audiences. Think about what you’d want to see from your brand if you were them. Think about how you can deliver meaningful value to their lives as they endure the crisis, or simply watch from afar.
Ask yourself – how can my brand step up to this moment and be there for the people we rely on for the success of our business.
And there’s your strategic thought for the day. Stay safe and we’ll see you again soon.
Here are some recent posts to help as you create your Strategic Communications campaigns, including the importance of having a strategic communications plan:
– Why You Should Take the “It’s THEIR Platform” Mentality for Social Media
– Strategic Thoughts: Leveraging Leadership Principles for Communications
– 3 Thing You MUST Consider During A Crisis Not Directly Impacting Your
– Do I Really Need A Strategic Communications Plan?
– How To Get The Right Timing For Your Announcements
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
– Don’t Let Perfect Be The Enemy Of Effective
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
