CORONAVIRUS CRISIS PR
Since news of the Coronavirus hit, Serendipit Consulting has been working one-on-one with our clients to provide proper strategy and advice for communication efforts. This has included the following, depending on the client and their KPI’s:
- Proactive crisis strategy planning and training
- Media training
- Manage all media relations surrounding a crisis
- Draft key messages and communications for internal and external key publics
- Serve as a key spokesperson for a brand
- Takeover of social media during a crisis
- Tracking of all media mentions and sentiment
Here are some samples of our work to date:
Vie Management has student housing communities in six different states and they have a current crisis subscription plan with Serendipit Consulting. This enables Vie’s team to reach out to our team members any time to talk strategy, draft or edit statements and or work with the media.
First, Serendipit’s team worked with Vie to draft a preventative email should a resident test positive for the coronavirus. The email not only clearly stated the situation it also described the preventative and sanitization measures the location was taking. Serendipit’s team also worked with Vie to edit a proactive email that was disseminated to all of Vie’s properties about how to stay safe.
Second, our team worked with Vie on a social media strategy, a strategy and plan for the “worried well” (i.e. those students who wanted to move out or change rooms because they or their roommate had a cough) and a strategy and plan for communication-related to those students living in student housing where the universities were closing.
We Communities currently manages 3,500+ beds and 1,350+ units nationwide and they have a current crisis subscription plan with Serendipit Consulting. This enables their team to reach out to our team members any time to talk strategy, draft or edit statements and or work with the media.
First, our team worked with the We Communities crisis management team to update their crisis management plan for an outbreak of a communicative disease. This included general information on disease prevention as well as specifics on the coronavirus.
Second, our team worked with the We Communities crisis management team on a communications strategy should a student in one of their communities test positive for coronavirus. This included a draft email again focused on being preventative, should a resident test positive for the coronavirus. The email not only clearly stated the situation it also described the preventative and sanitization measures the location was taking.
FASTMED URGENT CARE - PROACTIVE
In mid-February, before the coronavirus became an “everyday” news story, Serendipit came across a news story about it being more contagious than other related viruses. We used this proactive pre-pitching opportunity to position FastMed Urgent Care as the subject matter expert for precautionary measures. Along with national media, every market FastMed is located in wanted to educate its viewers/readers on how to stay safe, warning signs, proactive steps, etc.
We were able to secure 12 proactive media placements as a result of this effort.
FASTMED URGENT CARE - REACTIVE
Once the crisis hit, reactive media relations took place. Due to proactive pitching, FastMed was considered a subject matter expert and the media was reaching out to Serendipit for quotes, interviews, and information regarding COVID-19. Given the high volume of inquiries, FastMed was selective with which stories they moved forward with.
Because of our relationships with many national reporters, a reporter at Bloomberg reached out to us looking for source to speak on how coronavirus is affecting the US Healthcare system, specifically related to how medical bills might impact behavior of patients as well as understanding the testing capacity. We were able to connect the reporter with one of our clients, Dr. Janice Johnston from REdirect Health for two separate interviews. Click HERE to read the story.