When a business faces a crisis, it’s crucial to have a plan to protect its reputation and maintain customer trust.
That’s where PR and content marketing come in. PR is responsible for managing the communication between the business and the public, while content marketing creates and distributes engaging and relevant content to promote your brand.
Here’s a closer look at how these two disciplines work together to support crisis management.
PR and Content Marketing During a Crisis
When a crisis hits, businesses must act quickly to protect their reputations.
That’s where PR comes in. PR is responsible for managing the communication between the business and the public, which includes issuing statements, fielding media inquiries, and monitoring social media.
In other words, PR is focused on damage control.
Conversely, content marketing is about creating and distributing engaging and relevant content to promote your brand.
This could include blog posts, infographics, ebooks, or video content.
Content marketing aims to build trust with your audience and establish yourself as an authoritative voice in your industry—which can help you weather a crisis.
How to Use Content Marketing During a Crisis
The most crucial way that content marketing contributes to crisis management is by helping you build trust with your audience.
In times of uncertainty, people are looking for information they can rely on—and if you can provide that for them, you’ll be in a much better position when (not if) a crisis hits.
To apply content marketing strategies to a crisis, start by identifying the needs of your audience.
- What information are they looking for?
- How can you help them?
Once you’ve answered those questions, you can start creating targeted content that will help them during the crisis and establish you as a trusted source of information—which will benefit your business long after the crisis has passed.
When a business faces a crisis, it’s essential to have both PR and content marketing working together to support your reputation management efforts.
PR is focused on damage control, while content marketing helps you build trust with your audience and establish yourself as an authoritative voice in your industry—which can help you weather any storm.