Lead Your Business Through the Coronavirus Crisis

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Crisis Marketing Strategy

How to adjust your business’s marketing operations to generate revenue during COVID-19.

Crisis Management Plan

How to respond successfully to COVID-19 through internal and external communications.

Crisis Marketing Strategy

How to adjust your business’s marketing operations to generate revenue during COVID-19.

Crisis Management Plan

How to respond successfully to COVID-19 through internal and external communications.

CRISIS MARKETING

Not only do you need to reevaluate your business strategies (is your product or service still relevant? If not, how can you make it relevant?) But your marketing plan will be the difference between those who sink and those who swim.

 

We can work with you to adjust your marketing and advertising operations to generate revenue and keep your business afloat during a crisis.

  • null

    DO NOT:

  • null
    Panic and freeze all marketing/advertising efforts. Cutting your marketing spend will decrease your overall revenue.
  • null
    Make impulsive, knee-jerk decisions.
  • null
    Continue on business-as-usual: scheduled campaigns must be adjusted to the appropriate tone and relevancy of the crisis at hand.
  • null
    Put your head in the sand. Ignoring a crisis and hoping for the best will worsen outcomes.

  • null

    DO:

  • null
    Reevaluate your business structure. Evaluate essential and non-essential expenses. Marketing should always exist in the essential bucket.
  • null
    Adjust your business strategy. B2B and B2C face similar challenges but will need to react somewhat differently. If you’re B2B, you may need to adjust your communication channels and invest in long-term marketing. B2C may need to focus on immediate product shifts and ROI.
  • null
    Look at your products: are they still relevant? If not, how do you now make them relevant? Find your customer’s needs and adapt your business’ product to address them.
  • null
    Reach your clients, customers or stakeholders however you can: this may mean moving your marketing to a digital platform or switching to guerilla marketing tactics.
  • null
    Think about short term marketing solutions and long term marketing solutions: they are equally important. Evaluate how short-term changes to your business plan may hurt you in the long run. But don’t look so far ahead that you miss a present opportunity.
  • null
    Tailor all messaging to stay relevant. Always consider the appropriateness of tone and timing.
  • null
    Be data-driven. Dive deep into analytics to figure out what your consumers are responding to. What does their activity look like? What are they responding to? Use past and current results to increase future conversion rates.
  • null
    Create and implement these marketing changes fast with an organized team of experts.
  • null

    DO NOT:

  • null
    Panic and freeze all marketing/advertising efforts. Cutting your marketing spend will decrease your overall revenue.
  • null
    Make impulsive, knee-jerk decisions.
  • null
    Continue on business-as-usual: scheduled campaigns must be adjusted to the appropriate tone and relevancy of the crisis at hand.
  • null
    Put your head in the sand. Ignoring a crisis and hoping for the best will worsen outcomes.
  • null

    DO:

  • null
    Reevaluate your business structure. Evaluate essential and non-essential expenses. Marketing should always exist in the essential bucket.
  • null
    Adjust your business strategy. B2B and B2C face similar challenges but will need to react somewhat differently. If you’re B2B, you may need to adjust your communication channels and invest in long-term marketing. B2C may need to focus on immediate product shifts and ROI.
  • null
    Look at your products: are they still relevant? If not, how do you now make them relevant? Find your customer’s needs and adapt your business’ product to address them.
  • null
    Reach your clients, customers or stakeholders however you can: this may mean moving your marketing to a digital platform or switching to guerilla marketing tactics.
  • null
    Think about short term marketing solutions and long term marketing solutions: they are equally important. Evaluate how short-term changes to your business plan may hurt you in the long run. But don’t look so far ahead that you miss a present opportunity.
  • null
    Tailor all messaging to stay relevant. Always consider the appropriateness of tone and timing.
  • null
    Be data-driven. Dive deep into analytics to figure out what your consumers are responding to. What does their activity look like? What are they responding to? Use past and current results to increase future conversion rates.
  • null
    Create and implement these marketing changes fast with an organized team of experts.

CRISIS MANAGEMENT

How Do You Get Everything Right…When Everything Around You Is Going Wrong?

Expert Advice from Veteran Journalists 

Sometimes, like right now, the world feels like it’s coming apart around you, and you’re on point to help bring it under control. For your company, these challenges have the potential to inflict steep human and economic consequences.  

 

Whether you’re a business trying to figure out how to keep your customers engaged, or you’ve got reporters clamoring at your door, On The Marc Media’s Crisis Management and Marketing Team can help you with expert crisis preparedness and response.

Who We Are 

We know this stuff, because we’ve lived it. We’re veteran TV reporters turned public relations and marketing pros. We’ve been on all sides of crises:

  • Causing our share of heartburn by digging for facts and putting officials on the spot when the public wanted them held accountable.
  • Counseling clients facing a PR or marketing crisis that could tank their reputation.
  • Working with companies that need to change up their marketing during an external crisis, like the one we’re all experiencing right now.
Contact Us Today

TIME FOR TRIAGE

Consider this page your one-stop shop for crisis management support.

Our 8 step roadmap to an effective crisis management plan.  Plus, a few insider tips. 

Step 1: Establish a crisis team and specific crisis roles of each member.

Pro Tip:  Think about all players: spokesperson, attorney, board, PR professional, influencers, etc. Gather as much information from the situation as possible and make sure the team is up-to-speed on all of it. 

 

Step 2: Develop a crisis checklist and action plan, 

Pro Tip: Your checklist should be broad enough to address any future crisis. If in a crisis, tailor your plan to the particular issue. 

 

Step 3: Identify key stakeholders and key influencers.

Pro Tip: Once identified, get talking points to anyone who might be contacted by the media. Decide if you need to talk to other organizations that might be impacted to make a joint statement.

Step 4: Identify external and internal communication channels. 

Pro Tip: Use all communication channels – including website, email, social media (Facebook & Twitter) as well as in-person meetings

 

Step 5: Develop a few clear, simple messages for the media and the public.  

Pro Tip: Get your statement out in a timely manner, and always include where to go for more information. 

 

Step 6: Monitor and track news coverage. 

Pro Tip: Keep contact names and numbers of all media inquiries so you can call them back with updates and control the message. 

 

Step 7: Be prepared for the aftermath. 

Pro Tip: Expect and manage emotional backlash, scrutiny, or loss of faith in the organization with honest and forthcoming communication. 

 

Step 8: Review your crisis plan and update accordingly.

Pro Tip: Assess and analyze past and current crises to create and implement active steps that PREVENT another crisis in the future. 

Unfortunately, that’s not always possible, either because you didn’t have a plan (we can help you fix that) or because the one you had doesn’t fit the scenario you now face (we can help you fix that, too). Here are some more quick tips, but we should really discuss this with you by phone if you have a few minutes:

  • Gather as much information from the situation as possible.
  • Tailor your crisis action plan to the particular issue
  • Decide if you need to talk to other organizations that might be impacted to make a joint statement or at least get on the same page.
  • Make sure to put out your statement and all information in a timely manner. Especially where to go for more information.
  • Be honest and forthcoming. Reporters will find out if you are lying.
  • Get back in touch with any reporters as soon as possible, find out their deadlines and tell them when you’ll be able to respond.
  • Keep contact name and number of all media inquiries so you can call them back with updates
  • Use all communication channels – including website, email, social media (Facebook & Twitter) as well as in-person meetings.
  • Be upfront and give a clear timeframe for what happened, what’s next.
  • Get talking points to your key stakeholders and influencers (anyone who might be contacted by the media)
  • Organize a meeting with the impacted community, organization, association, business to communicate with them as well as the media.
  • Create and implement active steps that addresses preventing another crisis in the future
  • Be prepared for the aftermath. Expect and manage emotional backlash, scrutiny, second-guessing, loss of faith in the organization.

You’ll also benefit from reviewing our past blog posts on crisis communications:

Are You Ready for Your First PR Crisis of 2020?

Controlling The Flames When Your Business Comes Under Fire

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YOUR BUSINESS CAN SURVIVE THE CRISIS

Evaluate, adjust, and create solutions to build revenue. In these unique circumstances, we can lead your business through necessary changes and strategy shifts. Your business is not alone. Contact Marc Silverstein and Kathy Fowler to get started.

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