Don't be a RUMAG: How PR Works in Times of Corona
Communication during the coronavirus crisis is extremely delicate, evidenced by the Zondag met Lubach segment about RUMAG. The news has been dominated by the coronavirus for weeks. How do you stay relevant as a brand during this crisis? In this article, I share examples of successful (and less successful) PR actions during the coronavirus crisis.
New Reality
Positive initiatives are sprouting like mushrooms. If the coronavirus crisis has taught us anything, it is that a crisis makes us more united and supportive. Consumers (and media) are, at the same time, more critical than ever. Those who try to exploit this crisis are publicly shamed—see also the Lubach segment about RUMAG.
For the few who missed the segment: RUMAG claims to raise money for the Red Cross, but profited substantially from it. Lubach explains in detail why this is not kosher and also criticizes RUMAG's copy-and-paste work. RUMAG's fundraising page was taken offline immediately after the broadcast. The comparison with Youp van 't Hek and Buckler is easily made: this segment could possibly/hopefully mean the end of RUMAG.
Capitalizing on the Coronavirus Crisis
Exploiting the coronavirus crisis is thus not done. At the same time, capitalizing on the crisis is almost the only way for brands to stay relevant. Marketingfacts editor-in-chief Jeroen Mirck complains on Twitter about PR agencies sharing numerous coronavirus-related initiatives.
It is a tough job to get editors of national press interested in content not related to the coronavirus. How many items in the NOS news can you count that are not about it? One or two?
You might question the impact of TV news on public unrest. It's also worth asking whether nothing else but the coronavirus is happening. The new reality means that capitalizing on the coronavirus crisis is necessary to stay relevant.
Using PR to Respond to the Crisis
For many brands, the coronavirus crisis is an opportunity to show their best side. Coca-Cola, for example, has stopped all advertising and donated 120 million euros to coronavirus aid. Bavaria and Bols are also participating and are producing alcohol not just for beer and jenever, but now also as a raw material for disinfectant soap.
For these brands, it's an opportunity to be PR-relevant even now. Let's admit that, although it may be seen as kindhearted, it also feels a bit far-fetched and not easy to link to the brand values. Nevertheless, the donation and hand soap play into the current crisis and demonstrate compassion and flexibility.
Quirky Initiatives
Some brands try to make a difference in this crisis with a different approach, for instance, by making comfortable loungewear. Underwear-with-pockets brand Pockies initially included a toilet roll with orders at the beginning of the coronavirus crisis, now it calls on fans to move as little as possible. These Stay At Home Heroes have a chance to win free underwear or a TV. Through Instagram, the brand involves its community of fans even more in the brand experience.
Big brands also took action. They adapted their logos to emphasize the importance of social distancing. A clever way to convey a serious subject (ensuring health by keeping distance) in a lighthearted manner.
Communicate Matter-of-factly if you Profit
“Bicycle producer VanMoof sells more bikes because people prefer cycling over public transportation,” reports MT. In this must-read, head of communication Karlijn Marchildon describes how to communicate positive company news during times when many suffer. Her tip: “Just share the facts.”
A company that rubs its hands with glee filling its pockets during a pandemic that costs thousands of lives can hardly expect sympathy.
The Other Loser: Roche
Roche announced this weekend that they would finally share the recipe for coronavirus tests. The Swiss company was heavily criticized: with a multi-billion turnover, a major player in the pharmaceutical industry, and reluctance to make public the recipe for necessary coronavirus tests. The image of Big Pharma as a money-grubber was easily sketched—almost as easily as the words “How many deaths?” on the wall of Roche's Almere office.
It's easy to find a scapegoat, and perhaps natural: when so much is going wrong, surely someone must be responsible? The FD calculated that the diagnostics division (which includes these tests) accounted for an operational result of 242 million CHF, and the margin was only 2 percent. Noting that Roche shared the test recipe so late.
In comparison, the pharmaceutical division's result is nearly 18 billion CHF with a margin of 37 percent. This opportunity for a good image was an open goal, relatively cost-effective, and clearly linked to the company's goal.
RUMAG is in good company with Roche as another loser in the field of PR during this coronavirus crisis.
PR: Keep an Eye on Public Opinion
Never waste a good crisis. This coronavirus crisis is an excellent opportunity for brands to be relevant in the lives of their customers, fans, or society. While one brand performs a graphic trick with its logo or gives away free underwear to homebodies, another brand uses this crisis to donate money or produce alcohol for soap. Overly blatant profiteering from this crisis, or at the expense of a good cause, is punished. Factual or business-like communication is required if your brand financially benefits from the virus.
What stands clear is that it's essential to keep an eye on public opinion. Consider whether a communication effort takes into account prevailing sentiments and this health crisis that costs thousands of lives.
