PUBLIC RELATIONS IN THE TIME OF CHOLERA (with apologies to Gabriel Garcia Marquez)

In a time of crisis, when many businesses are closing down because there are no customers—even, no, especially, during an unprecedented crisis—publicists with savvy clients are busier than ever. And that’s as it should be.

The COVID-19 pandemic has amplified the tendency of populations to panic when a hurricane, tornado or fire is approaching. This time we are entrenched in an event which will not do its worst and then move on in a matter of days. We could be enmeshed in this mess for weeks or even months.

Employees, vendors, and clients of businesses need reassurance and guidance. They need to know that you—the employer, the provider of services--are not panicking but are taking sound steps to continue doing business and providing the needed service as much as possible under these difficult circumstances, and that you are preserving readiness to ramp up again as soon as the situation improves.

Even if it’s not possible to keep the business going for the moment, it’s still critically important to stay in touch, to answer questions, to respond to the news (sound, reliable news—not the social media rumor mill!) as the situation evolves, and to bridge the gap of social distancing.

You could say this is the most important job a skilled publicist will ever help you do—providing well-crafted reassurance and comfort in a time of great upheaval and uncertainty.