By Clint Sanchez · Published · Updated · 2 min read
Quick answer
During a crisis, PR and content marketing do two different jobs. PR manages communication between the business and the public: issuing statements, fielding media inquiries, and monitoring social media. Content marketing builds trust by publishing reliable, relevant information people need at that moment. To use content in a crisis, identify what your audience is looking for and how you can help, then create targeted content that answers those needs.
Key takeaways
- PR is responsible for issuing statements, fielding media inquiries, and monitoring social media during a crisis.
- Content marketing during a crisis is about building trust by giving people information they can rely on.
- In uncertain times, people look for reliable information, and the business that provides it is better positioned when a crisis hits.
- Start crisis content by answering two questions: what information is the audience looking for, and how can you help them?
- Crisis content can take the form of blog posts, infographics, ebooks, or video.
- Content that establishes you as a trusted source during a crisis keeps paying off long after the crisis passes.
In Livingston Parish a crisis is rarely abstract. It is the 2016 flood, a named storm in the Gulf, or a week without power along I-12. Businesses that posted clear updates about hours, closures, and how to get help during those weeks were the ones customers trusted afterward, while businesses that went silent had to rebuild that trust from scratch.
When a business faces a crisis, it’s important 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.
Want this handled for you? We build and market websites for Louisiana businesses, and we will tell you honestly if you do not need us.
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 important 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.
Conclusion:
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.
Trying to figure out what marketing actually moves the needle for your business? Book a no-pitch Discovery Call and we’ll talk through your specific situation.
About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
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Common questions about digital marketing
What is the difference between PR and content marketing in a crisis?
Should a business keep publishing content during a crisis?
How do I decide what content to create during a crisis?
Why should a small business plan for a crisis before one happens?
Does crisis content help after the crisis is over?
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