COVID-19, aka the coronavirus, is fueling economic uncertainty around the world. Some are concerned that it could rival the 1918 Spanish flu pandemic that erupted worldwide between July and September of 1918. However, none of us alive today have any memory of the “Mother of all Pandemics.”
We are facing a global spread of the virus, and in effect, an ongoing financial crisis. How can you, as a public relations specialist, develop strategic plans to ensure your client’s message will break through the continuous news headlines and be heard?
How can radio and podcasts help your business during the COVID-19 crisis?
As the number of COVID-19 cases increase exponentially and more businesses close physical locations, companies must continue their online marketing efforts in order to reach consumers. From experience, we know that some industries will weather the storm better than others. Many office employees are working remotely while production workers are ramping up supply chains of critically-needed products, leading to economic opportunities even in the face of an impending recession. With so many employees working from home, media consumption is on the rise as many find themselves with flexible schedules and an increasing need to seek out several media formats to pass the time during this period of social distancing.
Radio is a cost-efficient means to reach those working from home, according to a new Nielsen study.
- Remotely-working employees listen to the radio at the same level as non-remote employees — both at just over 95%.
- Radio provides cost-efficient demographic targeting. With virtually all live sports programming gone, reaching core male audiences becomes more challenging but not impossible. The top three radio formats for reaching men ages 25-54 are country, news/talk and classic rock.
- Consumers have been quick to react to late-breaking COVID-19 news and are adjusting their spending decisions as necessary. Public relations messaging and advertisers can tailor their messages as needed in a relatively short period of time.
Podcasts are another digital media that allows you to continue communicating with your core demographic despite a disrupted marketplace. Consumers subscribe to your podcasts and receive a notification when a new episode is available. They can then listen to the latest episodes on almost any device and from any location — a computer, smartphone, tablet or smart speaker.
Are you rethinking your strategy as the COVID-19 pandemic evolves?
As we have all seen, the COVID-19 pandemic is a very fluid situation. It differs significantly not only from state-to-state but from one metropolitan area to the next.
Nielsen has identified six phases of consumer behavior. Savvy marketers can leverage these behaviors.
- #1 = Proactive health-minded purchases
- #2 = Reactive health management
- #3 = Pantry preparation
- #4 = Quarantined living preparation
- #5 = Restricted living
- #6 = Living a new normal
In the U.S., depending on the number of COVID-19 cases, consumers are in phases 3 -5 and will likely be in those phases until mid-summer. Even the experts aren’t sure how long our restricted living will last for.
During this time, radio and podcasts are two effective means for disseminating messages of health and safety to consumers hungry for the latest information on the pandemic.
MediaTracks produces two nationally syndicated radio shows (Radio Health Journal and Viewpoints Radio) in the U.S. reaching over 200 markets. More relevant than ever, these shows focus on public health issues and community policies, and provide opportunities to place a controlled message on 1,200 stations across the country.
Call us today at 847-299-9500 or email us at [email protected] to learn how we can help you develop a plan and distribute a controlled message that will resonate with listeners in the midst of the COVID-19 pandemic.
