Should your brand speak up during a global crisis?

Mark Cuban was recently quoted saying that how companies respond to the coronavirus will define their brand for decades. What we see, hear, and do during this time will stick in our minds for years to come.

While managing your company’s reaction to COVID-19 should be your first priority, it’s likely your proactive PR team has some questions about how/if they can proceed with their efforts at this time.

Carrying on with predetermined campaigns as usual isn’t an option—but halting completely might not be ideal either. If you’re facing confusion around whether your brand has something to say in the midst of a global crisis like the COVID-19 pandemic, there are a few questions you should ask yourself.

1. Can you offer genuinely helpful advice? 

COVID-19 has upended the way we work, exercise, play and parent. Uncertainty has come along with these massive changes, and many of us could use some guidance to navigate remote work, home schooling, mental health and at-home exercise.