TIP OF THE DAY Collaboration is crucial, with the C-suite ranking as the top partner for better communication and reputation management. –PR Daily’s Future of the PR Pro report COVID-19 UPDATE  |
Brand journalism offers big upsides during this crisis. Here’s how some organizations have become news publishers to share crucial news with stakeholders, engage concerned audiences and fight misinformation during a time of panic and uncertainty. Is this tactic a good fit for your organization?
As businesses reopen, new crises loom. Here’s how you should start to prepare for the next wave of backlash and scandal that will entangle careless organizations. With citizen journalists ready to use their digital platforms to attack and shame, here’s how you can safeguard your reputation. Now is a great time to break down silos and hierarchy. In your crisis response, you can start to address issues at an organizational level that will make you more functional and successful in the long run. Here are some suggestions on better communication and workflow during this—or any—crisis. The role of communicators gets new shine during COVID-19. In a new survey from PR Daily and Ragan Communications, PR pros are collaborating more than ever with the C-suite. Here are some of the top insights. 
Have open dialogue with workers about return to work. Some of your employees might not yet feel safe to return to the office, while others could be more open. By keeping communication open and staggering returns, you could prevent an explosive situation or reputational damage. See how these conversations could go from an employee’s perspective here. Square follows Twitter’s lead with permanent WFH. The fintech company, led by Twitter CEO Jack Dorsey, says Square employees will be allowed with work from home permanently in many situations, just as Twitter employees. CNBC reported: “We want employees to be able to work where they feel most creative and productive,” a Square spokesperson told CNBC. “Over the past several weeks, we’ve learned a lot about what it takes for people to effectively perform roles outside of an office, and we will continue to learn as we go.” Loneliness felt by employees is affecting diverse employees more sharply. Diversity and inclusion efforts must get more focused during this crisis as data reveals the disparities in our workforce are exacerbated by the current crisis. Forbes wrote: “Often in my various positions, I have been responsible for conducting exit interviews of black executives,” said Joseph B. Hill, managing partner of Jbrady5 Consulting, which focuses on diversity and inclusion. “No one is going to say that they are lonely at work, but certain messages are sent, and microaggressions are delivered, that might cause African-American leaders who are moving on to other roles to say, ‘I wasn’t being given the same assignments as my other counterparts.’” The secret to earned media during COVID-19 is storytelling. A good yarn still has power during this crisis and for organizations looking to break through the noise and build trust and goodwill with their audience, the story must have legs. Here’s how you should evaluate your message. Employers leave return to office open ended even as states lift restrictions. Just because a stay-at-home order has expired doesn’t mean your entire workforce should return to the office. Workers in Massachusetts, for example, have been encouraged to return in staggered waves and offices are working to stay flexible as business begins to reopen. The Boston Globe wrote: At Dell Technologies ... the return-to-office dates remain open-ended. About 90 percent of the Texas company’s 160,000 employees worldwide, including most of its 9,000-plus in Massachusetts, are working remotely right now. … “Within two weeks, we enabled more than 90 percent,” said Howard Elias, Dell’s president of services and digital. “We’ll go back at a pace that makes sense in each local market . . . We’re very supportive of the governor’s plan to not rush back.” Virtual Conference Alert Join us for Ragan & PR Daily's Social Media & Digital Communications Virtual Conference June 18-19 to learn brand strategies and best practices to meet the challenges of the new reality. Join our Crisis Leadership Board Ragan’s Crisis Leadership Board is the resource you need before, during and post-crisis. As a Board member, you have access to all back issues of this newsletter—as well as research, data, case studies, checklists, tip sheets, articles and other resources—plus a peer-to-peer discussion board and an all-access pass to the annual Crisis Management Conference. Sponsorship/Advertising Opportunities Contact Hannah Lavelle at [email protected] with sponsorship and advertising inquiries. Pitch Us Have a great story to share about crisis communication or your own take on current best practices? Contact Editor Ted Kitterman at [email protected]. Sign Up Subscribe to Ragan’s Crisis Daily newsletter today. | 
