TIP OF THE DAY

Make sure crucial coronavirus messages are translated into languages for your non-English-speaking audiences. According to research from Golin, brands are failing to keep as much as 14% of their audience adequately informed and engaged because of language barriers. Overcome these shortcomings by pitching Spanish-language media and publishing bilingual content.

COVID-19 UPDATE

• At the time of reporting, The New York Times reported 868,954 cases of COVID-19 in the U.S. and 44,572 deaths. Bing’s COVID-19 Tracker reported 891,411 cases (about 758,000 active) and for the first time over 50,000 deaths. Problems with testing continue to suggest that we are undercounting the number of cases both at home and abroad.
• President Trump seemed to suggest “injection” of disinfectant in his daily press briefing Thursday. The remark, along with speculation about the benefit of ultraviolet rays, was criticized by health experts and scientists.
• The FDA has issued warnings against hydroxychloroquine and cholorquine over “serious poisoning and death” reported. The drugs had been touted by the administration in previous weeks as possible cures for COVID-19.
• One economist has suggested that fewer than half of all Americans will have a paycheck in May due to disruption from COVID-19. Georgia has started to reopen some businesses despite rise in deaths statewide. Other states are also starting to relax measures today.

Taking aim at employee well-being is a worthwhile goal during COVID-19. Here’s how Toronto-based Morneau Shepell addressed mental health and trauma support for the company’s 6,000 employees spread across four continents—including a list of tactics its using right now.

Combat Zoom fatigue by taking breaks and setting limits on video calls. A video call can create added pressure for workers and lead to exhaustion, warn experts. They suggest limiting video calls to when such interactions are necessary and creating a separate space for these kinds of meetings.

In a new video to employees, Southwest CEO warns of possible cuts. Many companies have used video messages from top leaders to break tough news to employees. In a Q&A format, Southwest Airlines’ CEO Ed Bastian tried to prepare workers for a tough recovery ahead.

The Dallas Morning News reported:

“We don’t know when it will happen, but we do know that Delta will be a smaller airline for some time, and we should be prepared for a choppy, sluggish recovery even after the virus is contained," Bastian said.

Is this crisis the right time to consider TikTok? Consumers are trapped in their homes and looking for digital entertainment and the brands that survive will find creative ways to engage new audiences. Here’s how some see the future of the short video platform.

Tying COVID-19 bonuses to attendance goals misguided. Nurses for Conway Human Development Center in Arkansas won’t get their COVID-19 bonus of $500 if they call out for sickness, according to an internal memo. However, experts say this incentivizes employees to show up for work when they might be sick—a potential disaster in the current health crisis.

There’s still plenty to focus on for external comms. You can’t make direct sales pitches, but you can invest in other reputational benefits like awards programs and content development and research. Here’s where your external teams could be spending their down time—or try these six PR strategies.

Leaders should make face-to-face communication a priority. Experts say that video meetings create opportunities for authentic and empathic communication, something that is crucial curing this crisis. Here are some tips for better executive comms during this tough period.

Create space for workplace small talk. The moments that create culture can be small—conversations about a TV show or the latest news form the home front. Here are some ways you can make space for these conversations among remote employees, like creating a virtual watercooler.

Emotional intelligence is crucial for crisis leadership. A report from MIT Sloan’s Management Review offers four ways CEOs can use communication to guide their organizations through this crisis, including “reframing sustainability as creative resilience” and broadening employees’ “perspective and purpose.”

WFH adds stress for employees. Workers are struggling to adapt as COVID-19 forces childcare and other responsibilities on them, especially those with families. Even if you are trying to offer empathy and compassion, your efforts probably aren’t going far enough. You can read how employees are responding to those messages and how companies like Facebook and Google are responding.

Virtual Conference Alert

Join us for PR Daily’s Media Relations and Measurement Virtual Conference May 14–15.

Learn from experts who are transforming their pitches and media relations efforts as well as their measurement strategies to meet the challenges presented by the current public health crisis.

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Have a great story to share about crisis communication or your own take on current best practices? Contact Editor Ted Kitterman at TedK@ragan.com.

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