Pandemic Publicity: Tips and Strategies for Communicating in the Coronavirus Era

We are in uncharted waters. The global pandemic caused by the spread of COVID-19 is disrupting nearly every part of daily life. Unsettling news on the public health crisis is dominating both headlines and water cooler conversations. And by water cooler conversations, I mean chats on Zoom, Jabber, Slack, etc. as most individuals are teleworking for the foreseeable future.

During this stressful and troubling time, thoughts and concerns on the health of local water quality and the Chesapeake Bay are far from mind. But the work of the Choose Clean Water Coalition and its members goes on, presenting a challenge to strike the right balance in our communications by acknowledging the current health crisis while moving the fight for clean water forward.

The Coalition's Communications Workgroup discussed this challenge on a recent call and identified several best practices to effectively communicate in these unprecedented circumstances. Here are some of our findings:

Start with the right terminology

When referring to the current global pandemic, the common culprit is often labeled as the "coronavirus." While our organizations by no means pretend to serve as medical experts, science is the backbone of our work on clean water. As such, we should make the effort to use the proper medical terminology and do our part to alleviate confusion during these chaotic times.

The "coronavirus" refers to a family of viruses, while COVID-19 stands for "coronavirus disease 2019," caused by a virus in the coronavirus family. According to the Associated Press' topical guide, it's currently appropriate to refer to "the coronavirus" on first reference, but further mentions should use the term "COVID-19."

Ignore or address the elephant in the room?

Given the all-consuming nature of the pandemic, we're stuck in a tough spot—on one hand, we don't want to appear tone deaf and ignore the crisis altogether, but on the other hand, we don't want to drift from our missions and only discuss the ramifications of the COVID-19 outbreak. Like with most things, this isn't an all-or-nothing proposition, but is in shades of grey.

It's important to acknowledge the pandemic, and particularly how it's impacting your organization and your programs and services (see a couple good examples of this in recent blogs from the Natural Resources Defense Council and Chesapeake Bay Foundation). You can be blunt that this is a tough time, and provide a good news story referencing your mission. But it's important to stick with your bread and butter, sharing content that connects directly to clean water.

Empower people while connecting to your mission

By now, most people know to wash their hands, stay home, and practice social distancing. But many are looking for positive actions they can take to improve themselves, their family, and their community. Here's where your organization can play a role. Provide activities that connect with your mission such as backyard gardening or visiting parks and other natural resources. It's important to add disclaimers to these activities, however, encouraging individuals to wash their hands, avoid large crowds, etc.

What about our events?

The current pandemic is disrupting many organization's event calendars. Tree plantings, film screenings, fundraising events, and more are all made impossible in the age of social distancing. While face-to-face interaction is ideal, some of these events can happen virtually. The Arundel Rivers Federation for example, is holding an online auction to replace their annual fundraising in early May.

But certain gatherings, such as any restoration event, are impossible to conduct online. When possible, don’t share that events are canceled, but rather that they are postponed or delayed. While we're in the thick of the crisis, sharing that events will happen in the future provides hope for a future beyond our current isolated situation.

What to avoid

While we should thoughtfully consider what content we share and messaging we employ during this chaotic time, it's just as important to identify what content and messaging to avoid. One topic to avoid like a man coughing in the grocery store is the direct impact of the pandemic on the environment—positive or negative. The reality is that the public health implications far outweigh any impact the virus has on the environment. Perhaps in the future when COVID-19 is behind us, we can explore a topic such as the impact of widespread telecommuting on air pollution. But now is not the time.

Another topic to avoid is bats. The only flying mammal is pointed to as the originator of COVID-19. And while humans are much more to blame for the spread of the disease than bats, it's currently a high-risk, low-reward proposition for environmental or wildlife organizations to discuss bats at this moment.

Revisit your automated campaigns and series

Many organizations have automated messages sending to their members. From welcome series to reengagement campaigns, now is a good time to assess if the tone and content of those messages are appropriate for our current situation.

Be prepared—have crisis communications plans

This pandemic will have long-lasting ramifications on our society and how we work. One central learning is the need to plan for the unexpected. Moving forward, nonprofit organizations should learn from this experience and prepare contingency plans for a variety of situations. And the most pressing question when a crisis strikes, is how and what to communicate to key stakeholders. Take time to brainstorm crisis situations, how your organization would respond, and prepare communications materials (i.e. talking points, press releases, email blasts, social posts, etc.) so you are ready when the next crisis strikes.

Closing thoughts

There's no denying we're living in a scary time. But despite feelings of fear and anxiety, we have solutions and are united in this struggle. Now is a great time to get creative and connect with your members on a personal level. Seek to strike a tone of resolve and fortitude, sending the message that we are going to continue our fight for clean water because we are going to get through this, together.

As always, the Choose Clean Water Coalition is standing ready to help your organization in any way. If you have any questions, reach out to a member of our team, and if you want to dive deeper into any topics broached in this blog, please reach out to me at RobinsonAQ@nwf.org or 443-927-8049.

Drew Robinson is the Choose Clean Water Coalition’s Senior Communications Manager

Header photo by Curtis A. Gibbens