How a Consumer-facing PR Agency Pivoted During Coronavirus
PR teams are at an advantage right now, putting our delicate messaging and story-telling skills to use.
You may not think that now is the best time for a small PR agency to change direction, but that is exactly what REED Public Relations had to do. As stay home orders were given, so were requests to pause or cancel campaigns at Lauren’s firm. So in response, Lauren set up a free COVID-19 Hotline to help. In turn, even though her new office sits vacant, her firm had its best April ever.
Free PR Hotline
Did you read the New York Times article calling out a new PR pro for sending an inappropriate pitch? In addition to the chastising of one PR pro, the author also gave kudos to Lauren’s PR hotline.
The hotline was part of a pivot from the agency to provide value during a tough time. In addition to answering lots of PR related questions, hotline callers get a free consultation and mini-marketing plan.
As the country was entering the pandemic Lauren asked herself what industry could her firm really help? Based on their connections, experience and a huge need, she landed on senior living. By providing value from the hotline and free consultation, they are now helping several senior living facilities.
What should we be pitching right now?
Lauren says that now is not the time for your typical PR campaign. It is not the time for the hard sell, but that we should simply be available as a resource. Consumer accounts need to communicate how they are open for business and how they’ll keep everyone healthy. Pointing out that differentiating and branding doesn’t matter right now, the only thing that people want to know is how you are going to safely do business with them.
She tells PR pros that we can’t ignore the pandemic, but she also warns us not to over-capitalize through any pitching we might do that is tied to COVID-19. She adds that PR is actually positioned perfectly during times of crisis as we are used to taking delicate messaging and telling a story—putting us at an advantage.
Lauren ends her interview with her top discovery from the past couple of months:
“I knew I had a good team, a decent team…I didn’t know I had an all-star team until now.”
About the guest: Lauren Reed
Lauren Reed is the president and founder of Reed Public Relations in Nashville, TN. She is a professional with a passion for delivering top-notch results. Experienced creating and directing award-winning public relations campaigns that build and protect brands. Lauren is a member of the Entrepreneurs’ Organization, Women Presidents’ Organization, president of PRSA Nashville and recipient of the PRSA Nashville 2011 Mercury Award, which recognizes the market’s top young PR professional.
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