Coronavirus & PR: Why CSR is the new normal and most potent Crisis Response Strategy

If you are a Practitioner, lecturer or student in the PR industry then you will have to revise your notes on the appropriate PR response strategy to adopt in periods of crisis especially as we battle with Covid 19.

Please note that the traditional Crisis response protocol we are used to and have read about in school might not apply entirely during this uncertain period.

Arguably the traditional approach might just work for only governments or their respective agencies in respect to communicating with the Public. We will surely need a different response protocol for brands that are withering the storm in this period.

COVID 19 has taught us that the usual press releases, briefings and perhaps launches of new product lines as part of PR and marketing strategy may not work for Brands in this period. It may just create unnecessary backlash as the only thing that may be of interest to their publics will be their safety and survival.

So as a practitioner what will be the most appropriate strategy to adopt for your brand or clients should you be in consulting during this turbulent time.

My advice is to do absolutely nothing but CSR! CSR! CSR! In my estimation, this has proven to be the most potent strategy and I will tell you why.

Now Corporate Social Responsibility globally is a metric for measuring how brands interact with their stakeholders (internal & external) and communities. It isn't just the right thing to do but it increasingly makes business sense for Brands to dedicate a significant part of their profit to support social good. Especially as COVID-19 has displaced thousands including significant job losses among the middle class.

I must state that any brand that attempts to make a profit out of this pandemic will certainly receive backlash that will have debilitating effects far beyond the life span of this pandemic. Indeed, McDonald's Brazil ran an ad that showed its iconic arches separated to show social distancing. They had to withdraw it after much backlash. However kind take note that the likes of Netflix and Zoom might be the exception to this rule as their services are directly related to the fight against the COVID-19. They are providing a service that is most needed. Even that they are still doing some form of CSR by making some cash donations to support the fight against the virus.

Amazon had its own share of backlash after it's CEO Jeff Bezos, one of the richest men in the world publicize a public relief fund calling on people to donate to its contract employees.

Brands must understand that this is the time to put forward a human face by communicating empathy, understanding and social support for their customers and the vulnerable in society. This is why I was happy when Kasapreko quickly switched to producing low-cost alcohol-based hand sanitizers as an effort to curtail the virus.

We have also seen the likes of Wilmar produces of frytol and Lele group of companies donate cash and products worth Ghc1m and Ghc100, 000 respectively as their contribution towards the fight against COVID 19.

Many companies have followed suit. We must see aggressive CSR drive-by brands in our communities. This is the only way they can leverage on the pandemic to promote their brands than running unrelated ads on television or radio. Any company that continues to run such ads in the media may sooner or later face backlash and perhaps tagged as insensitive.

Brands must understand that supporting social good has become as important as delivering shareholder value and profitability.

Steve Kubate Salifu

The writer is a PR & Political Marketing Strategist.