Last August, 181 CEOs signed the Business Roundtable’s updated “Purpose of a Corporation” statement, committing to lead their companies for the benefit of all stakeholders, including customers, employees, suppliers, communities and shareholders. 

Eight months later, amidst one of the world’s worst pandemics, this commitment is experiencing a radical pressure test. 

March quickly became a time filled with uncertainty and confusion. The progression of the COVID-19 pandemic seemed to happen rapidly and without warning (despite the U.S. watching the situation unfold overseas for months), and that left the American public in an unprecedented state. The trickle effect to brands and marketers has caused many companies to quickly press pause on all proactive efforts.

In the world of crisis communications, PR professionals do deal with tough stuff: bankruptcies, hostile takeovers, C-suite overhauls, product recalls, scandals, major legal judgments, regulatory rebukes, layoffs, restructurings and worse.

But do any of these experiences matter much in a pandemic?

On April 7th of most years, many of us are planning our spring holidays, thinking about planting our gardens and perhaps changing our wardrobes to fit the new season. But since 1948, April 7th is the day that the World Health Organization commemorates World Health Day, a moment to highlight a priority area of global health concern. In past years this day has focused on mental health, maternal and child care, and climate change.

COVID-19 is dominating headlines globally and for good reason. It is a pandemic affecting everyone on the planet and the more we educate ourselves, the easier it will be for us to get through it personally and professionally. But what are the best channels for doing that?

As the race for the Democratic nomination intensifies, candidates are beginning to up the ante on their marketing and PR efforts. This year’s candidates have focused their efforts on social media, memes, and digital organizing, the use of online platforms to identify, engage, and mobilize campaign supporters to take action.