How a company responds when a crisis arises can either enhance or damage its reputation.
During the pandemic, when many people faced life-threatening dangers and economic hardship,
the speed with which governments implemented necessary and effective policies
determined whether national leaders' approval ratings rose or fell.
In the business world too, companies renowned as industry leaders in particular needed to confront stakeholders—employees, supply chains, the industry, consumers—head-on, demonstrate their resolve regarding how to respond to the pandemic, and take action.
Companies that "took exceptional measures and communication to help many consumers and industries survive, standing out from their competitors"
have succeeded in strengthening their relationships with stakeholders.
The author routinely supports the evaluation of public relations and the formulation of PR strategies for domestic and international companies through stakeholder surveys, media monitoring, and social media analysis. This time, we analyzed communication cases from overseas companies regarding the novel coronavirus (COVID-19).
Five key points were derived from these successful cases, which are introduced below.
- Strong Commitment to Key Issues Surrounding the Novel Coronavirus
- Proposing behavioral changes for society and the industry
- Ideas and practices for improving the business environment
- Consideration for employees and the supply chain
- Messages that empower citizens and consumers, offering hope
These five elements are being implemented in combination by many top companies.
1.Strong Commitment to Key Issues Surrounding COVID-19
As critical challenges,
- Development and provision of essential medicines and medical equipment for combating COVID-19
- Support for healthcare workers
- Ensuring people's livelihoods and economic foundations
are foremost among these. Even companies not directly involved in healthcare can often contribute by communicating messages that support the third point: "people's livelihoods."
Amid the expanding COVID-19 pandemic,
stated that as a soap manufacturer, it has an obligation to make soap more accessible to people and promote effective handwashing.
The company issued this statement and launched a global handwashing awareness campaign.
It is said that washing hands for 20 seconds is necessary to wipe away the novel coronavirus. Therefore, the company launched a television commercial for its "Dove" brand featuring only text and numbers, titled "Take care, be safe." It displays the passage of time in a countdown format starting from 20 seconds, accompanied by the sound of washing hands,
We don't care which soap you use. We care about the same things you do—for you and for everyone.
It concludes with the hashtag #WashToCare.
Additionally, in partnership with the UK government, they are running a campaign targeting one billion people in developing countries where hygiene habits are not yet established and healthcare is insufficient. This includes installing outdoor handwashing stations at bus stops and leveraging influencers popular with young people to promote the effectiveness of soap-based handwashing.
In this way, while vaccines are being distributed worldwide, the campaign aims to save many lives by improving hygiene standards.
2.Proposals for behavioral change in society and industry
In early March, COVID-19 rapidly spread in the UK, triggering panic buying of essentials like food and disrupting the supply-demand balance for goods.
Amid this, Tesco, the UK's largest supermarket chain, which implemented social distancing early on, has been effectively communicating to society through TV commercials that meticulously explain "the process customers go through to purchase goods in a supermarket with safety measures in place."
The company's CEO, Lewis, stated:
issued multiple statements saying, "Together, We Can Do This,"
and repeatedly issued statements. They restricted in-store and online purchasing based on supply and consumer conditions.
In late March, media reported on NHS (National Health Service) workers fighting COVID-19 on the front lines tearfully pleading on social media that "even when I come to the supermarket after work, the essential supplies are sold out and I can't buy them."
In response to these voices, Tesco expanded dedicated shopping hours for healthcare workers and the elderly.
Other shoppers were asked to refrain from visiting during these times.
Tesco has repeatedly made this request to consumers. Subsequently, the company expanded eligibility to include care home staff and also ensured NHS and care home staff could shop with priority during regular shopping hours.
Tesco's careful communication with consumers during this chaotic period encouraged people to maintain order, contributing to the distribution of essential supplies to everyone.
3.Ideas and Practices for Improving the Business Environment
Many retailers dealing in non-essential goods saw their sales plummet due to the global store closures caused by COVID-19.
Nike was no exception: 75% of its stores in China closed in February, and global sales plummeted.
During this period, the company encouraged many people restricted from going out in China to
"趁此刻，蓄力吧" (Now is the time to build your strength)
encouraging them to exercise at home using the Nike Training Club app. Many who exercised naturally visited Nike's online store, resulting in a 36% increase in online purchases.
Building on this success in China, the company expanded globally by making the app free in the US and launching "The Living Room Cup" on Instagram in Europe and the US. This campaign featured famous athletes and their followers competing in various workouts.
Play Inside
Play for the world
4.Consideration for employees and the supply chain
Many companies are doing their utmost to protect the health and livelihoods of their employees, expressing care for their workforce and gratitude for their efforts.
Of course, there are also cases where negative decisions, such as being unable to maintain employee employment, are unavoidable. It is precisely at such times that top-level messaging becomes crucial.
Marriott, a world-leading hotel chain, faced operational difficulties and announced global unpaid leave for employees in mid-March, leaving staff deeply disheartened. Two days later, CEO Sörenson appeared in a video message to convey his thoughts to employees worldwide.
He candidly stated,
"I hate to tell you this, our greatest asset, but we are facing an unprecedented crisis." He added, "However, the global community will recover. Guests will once again want to travel to beautiful places. When that great day comes, let's warmly welcome and care for our guests. We are renowned worldwide."
He further announced that he himself would work without pay for the remainder of 2020.
This top-level message, which frankly shared the company's difficult situation and declared that he himself would be in the same unpaid position as the employees, touched the hearts of many employees and was highly praised in the media as "considerate, allowing employees to understand the situation and quickly consider their next steps" .
5.Messages that empower citizens and consumers and give them hope
Some companies, drawing on their track record of overcoming numerous crises, are sending powerful messages that they can also overcome COVID-19.
General Motors stated on its website:
During past national crises like the world wars, GM and the auto industry were always expected to develop solutions and support the country.
We believe GM's capabilities and ingenuity will help the world prevail over COVID-19 as well.
Coca-Cola CEO James Quincey also issued a statement:
Additionally, the CEO of Coca-Cola issued a statement:
"Our company has a history of doing the right thing, and this time is no different. Coca-Cola and our communities can recover by joining forces for a better future."
Such powerful messages not only encourage those who see no light amid the darkness of recession and infection
Such powerful messages not only encourage people who see no light amid the darkness of recession and infection, but also help raise the company's reputation, conveying the message, "This company will help us; we can trust them."
The ability to deliver powerful messages that inspire people and guide them toward hope is also a crucial point when national crises or global difficulties arise.
Summary
We have introduced five key points for enhancing corporate reputation through communication during the COVID-19 pandemic, along with corresponding international examples.
In each case,
- determined what contribution activities to undertake based on their own philosophy and purpose,
- declaring a strong commitment to execute them,
- adjusting implementation details while understanding evolving stakeholder needs, and using owned media and earnings announcements to provide updates on progress.
.
There is a view that corporate evaluation can shift significantly before and after the COVID-19 pandemic, depending on the success of corporate activities and communication.
Particularly in countries that suffered significant damage, companies operating there must understand how their reputation has changed through research when considering future communication strategies.
Global companies that have succeeded in gaining favorable public recognition even during the pandemic, as mentioned earlier, have redefined their identity for domestic and international stakeholders and earned their trust.
Precisely because this crisis affects the lives and livelihoods of so many people, stakeholders are calmly discerning between companies that are genuinely committed to saving lives by clearly defining what they should do to benefit society now, and those that are not.
While renewed outbreaks remain a concern, it would be wise for companies to reaffirm how they should contribute and communicate this effectively. This approach not only strengthens their preparedness against infections but also enhances trust from stakeholders.
Corporate PR Activities During the COVID-19 Pandemic [3]
