The Case for Proactive Coronavirus Communications

No matter the nature of your business, chances are it is being impacted on some level by the coronavirus pandemic. While this is a stressful, uncertain time, it is temporary. And we are all in it together. How your business addresses this public health challenge is a reflection of your brand for both the short and long term. This is not the time to panic, but to be proactive and calculated in developing a communications strategy.

Consider what you can do to keep employees and customers safe and how you will communicate any new or expanded measures you are enacting. Follow guidelines from local, state, and national officials, and, if possible, go above and beyond them as feasible and appropriate. What kind of support and guidance can you offer your staff if they can’t come to work because they’re ill or their children’s schools are closed? Come up with a list of procedures and local resources for them to consult should they be unable to work. And, if viable, compensation for missed work. They are looking to you for leadership.

Positively leverage this situation as an opportunity to instill confidence in your employees and customers. Show the community you care and are taking proper precautions. Once you have established your procedures, it’s time to communicate them to preserve your image and your business. Spread your message via the communications channels you normally use, whether that is social media, email marketing platforms, website, and press release distribution. And be consistent. Your proactive message doesn’t have to convey doom and gloom – frame it in a way that reflects your brand and resonates with your audience.

Have a protocol and communications plan in place should COVID-19 make an appearance at your business, whether it’s contracted by a customer or employee. Be prepared with appropriate messaging for both your staff and the public, so you aren’t caught off guard and facing damage control without a well thought out plan. We have seen this occurrence with businesses of all sizes – independently owned and local to global companies. Which scenario would you prefer: having an employee get sick following your efforts to put every possible precautionary measure in place, or after you have done nothing differently? The former puts you in a much more enviable position to respond to questions and criticisms from the public and the press.

As a small company, we are sympathetic to businesses facing this dilemma. If you need communications guidance during this time, we will do our best to work within your budget. Redhead Marketing & PR can easily partner with companies in Park City, Salt Lake City, and outside of Utah. We all have the same end goal – to get through this epidemic as unscathed as possible. Be sensible, stay healthy, and take care of your families, employees, and communities.

Working it for Your Clients, Not Just Yourself

Those of us working in the communications field are well aware of the importance of networking, especially when managing our own businesses. Whether formal or informal, networking opportunities are everywhere. I’ve gotten clients as a result of an article in the local paper about Redhead Marketing & PR and pitching myself in an email to a new business that I believe my particular experience could benefit as well as by attending a party with well-connected guests or even through strangers sitting next to me on the chairlift.

While it’s essential to look at nearly every facet of your life as an opportunity to make new connections, we believe it is important to always remember your clients when doing so. Networking on behalf of your clients is critical to demonstrating your value to them.

During a recent professional mixer in Salt Lake City, I met a creative director for a Salt Lake City advertising agency. I asked who some of their clients were, and one of them stood out among the names. I knew it was a relatively philanthropic company, and thought one of my non-profit clients for whom I manage the public relations could benefit from an introduction. While development and fundraising aren’t part of my official responsibilities with this client, I decided to be proactive and ask the creative director if he might share the name and contact information for his client’s philanthropy division. This led to the obligatory business card exchange.

I followed up with the creative director the next morning, and by the end of the day he had emailed me the contact information for the Director of Philanthropy of the company that had piqued my interest. I reached out to the individual and pitched my client for a meeting. I heard back the very next day and coordinated a meeting between him and my non-profit’s founder. The amazing result of their meeting was a $25,000 donation. All I had invested was mileage to the networking event in Salt Lake, the $10 to attend, and a bit of email correspondence the following day. My client was over the moon (as was I), and I demonstrated that I am enthusiastically willing and able to go beyond the scope of work defined in my contract.

SundanceSundance Film Festival, which may as well be called “Schmoozedance,” gets underway today in Park City, Utah. While it’s tempting to hide from the crowds that often seem dominated by Hollywood wannabes, genuine networking opportunities exist. Be selective about what events you attend. One of the most worthwhile for me has been the cocktail party hosted by my alma mater, Columbia University, for its alumni in the film industry. I can always count on this being a gathering of like-minded, educated and ambitious professionals who share my background and goals as opposed to the throngs of gawker types who come for the festival. When Sundancing out there, be sure to remember to build connections for both yourself and your clients.


Fan Mail and the Dying Art of Letter Writing Led to a Career in Communications

It’s no secret that I love to write and have been told countless times that it’s only fitting that my last name is “Reiter.” From writing “Little House on the Prairie” plays in the third grade (and, of course, starring as Laura Ingles Wilder), to penning tear-stained, homesick letters from summer camp in Maine, to being the founder/editor of a music review publication in high school to writing a column about single life in a ski town and posting reviews on Trip Advisor, writing is my preferred method of communication. I even use Facebook status updates as a creative outlet and a forum for practicing concise, attention-grabbing writing…an essential skill in this era dominated by soundbites and short attention spans.

A friend recently told me that her daughter writes letters to her out-of-town relatives. I found this pretty remarkable given that children are predominately limited to email and social media as their primary written communication channels. Hearing about this child made me reflect on how letter writing has been an integral part of my life. At times it has resulted in vindication, apologies, gifts, friendships and the satisfaction of guilt tripping loved ones (as in the case of my homesick letters to my parents from sleep-away camp)….or finding occasional solace and relief that comes from venting.

As an early teen, I was completely enamored by ’80s glam rock music a la Poison, Def Leppard, Guns ‘N’ Roses, etc. I developed the hobby of writing my version of fan letters to up and coming bands, convinced I’d be more likely to get their attention than that of the multi-platinum acts. After seeing the music videos for “Madelaine” and “Seventeen,” I targeted Winger with my grammatically correct, voluminous letters. I figured if I focused on praising their musicianship while also coming across as better educated and more sophisticated than their typical fans, my letters would stand apart from the groupie-type fan mail they were probably receiving. And just maybe I would get a response. Yes, I was that calculated even at the age of 13.

Winger, with Reb Beach pictured second from the left.

Amazingly, one day I came home from school to a message on my answering machine (yes, the mechanical device with cassette tapes that served as a pre-historic version of voice mail) from a woman claiming to be the mother of Winger guitar virtuoso Reb Beach. She found my letter in the pocket of his jeans while doing his laundry and was impressed by my writing and the fact that it resonated enough with him that he held on to it. Over the moon with excitement, I immediately phoned Mrs. Beach. We talked for hours as she recounted stories of Reb, his childhood and their family. She said she had encouraged him to write me back. Upon learning that my family would be in Massachusetts visiting friends, she invited us to stop by her bed and breakfast near Plymouth.

I’m sure the last thing Mom and Dad were interested in was meeting some rock star’s mom at her B&B, but as the supportive parents I’m fortunate to have, they indulged me. We wound up enjoying a wonderful visit with Mrs. Beach and soon after, she had Reb arrange for tickets and backstage passes for my brother, Good Sport Dad and me for a Winger concert at some far flung arena in New Haven, CT (unlikely there were many Yalies in attendance!). This first of many times meeting a band backstage was a monumental and pivotal moment. The band members were so attentive, raving about how much they loved my letters. The fact that they made me feel like a friend, not a fan, clearly spawned my desire to work closely with artists in the music industry much later on. After our meeting, the individual band members wrote to me from the road – even the once apprehensive Reb Beach!

What looks to be a more recent photo of Reb Beach

While I eventually outgrew my pen pal phase, letter writing remained instrumental, sometimes serving as a weapon. And I was a force to be reckoned with. During high school, I wrote a letter to an airline CEO highlighting in great detail an unsatisfactory flying experience. I received a few hundred dollars in travel vouchers and an apologetic letter in return. Around this time, I developed the art of writing engaging cover letters that landed me my first internship at a boutique music PR firm while I was still in high school. Years later, one boss confessed he hired me over another candidate because I took the time to mail a hand-written thank you note as a follow up to my interview.

Although I am dismayed that letter writing seems to be an increasingly forgotten form of communication, I wanted this blog to serve as a reminder that writing letters can create lasting impressions, often yielding great results… whether it’s meeting your favorite band, landing your dream job, getting a letter to an editor published in the local paper, or communicating your feelings to a boyfriend when you don’t have the courage to verbalize them.

In my case, letter writing led me down my chosen career path. True to my childhood dream, I started my career in the music industry, worked with some amazing artists and used my writing skills to communicate their stories to the media who would in turn relay those stories to the public. I continue to enjoy working with public figures as I find it gratifying to help them become better known personalities and hopefully secure them some time in the limelight.

Granted, my writing letters to the Winger band members resulted in some friction due to unwanted attention. The New York Post learned of the unlikely friendship that ensued between a New York City private school student and a hard rock band and wanted to cover it from a human interest perspective. I met and interviewed with the reporter, but the band’s record label got wind of the article and feared it would overly soften Winger’s image. They pressured me to convince the journalist to pull the story, and I complied naively thinking it was also the wish of the band members. If only this initial exposure to the inner workings of the music industry had left a more sour taste in my mouth, I could have spared myself the “Devil Wears Prada”- type career experiences I was subjected to 10 years later. Ultimately, this was a valuable, early lesson in public relations that remains relevant to this day as a business owner and communications professional.