Helix Scientific eBook - Flipbook - Page 8
Contemporary Company PR
Having spent the last decade getting to grips with social media, transparency and ethics, businesses now face a new
challenge in communications. Communicating about the way you work and care for employees is now as important
as what you do and your social commitment. Stakeholders and potential employees alike will want to feel confident
that you are responding to the new normal by building resilience both for your business and your staff.
Where appropriate, build updates on how you’re supporting employees and adapting the way they work into news
and product promotion. Highlight innovative ways staff have found to adapt old processes into something new and
sustainable. Current and prospective staff will start to judge businesses on how they treat employees during the
pandemic. Reassure staff that you want to resolve any issues they are experiencing, and allow them to raise the
issue with whoever they feel most comfortable with.
Your company’s carbon footprint and commitment to good
environmental practice will continue to be a major factor in
making or breaking your reputation. Post COVID-19, the
media will also feel empowered to ask questions beyond
corporate strategy and product development. They will
want to know not only how much flexibility you are able to
offer staff as they carry out gmtheir role, but also how the
business intends to react if or when another major world
event turns things on their head.
As always, reacting quickly to fake news or owning your
mistakes or shortcomings shows that your company is
willing to listen and learn. This unprecedented year has
been a steep learning curve for everyone. An apology and
commitment to do better will mitigate any negativity from
the media, or on social media, far better than silence.
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