3 Areas of Focus for Corporate Communications in the Time of Crisis: COVID-19

Communications in the Time of Crisis

Written by: Barbara Gretsch and Rebecca Astorga

Updated: 5/18/2020

Work in the time of Coronavirus for most, if not all, small businesses have been anything but smooth. To write that we transitioned without hiccups would be dishonest. Yet here we are, more than a month later and, truthfully, each team-member has acclimated to their new normal and working from home (or #WFH, as is trending on social media).  But how could that be? Well, we think it has to do with a capable company culture centered around our unfailing and honest internal and external communications, our company voice so to speak, or rather our 3 Areas of Focus for Corporate Communications in The Time of Crisis: Covid-19.

As a small media and PR agency built on selling our services and expected to endure in the time of COVID-19, we needed to shift focus, but how? “How do we get motivated as a team to serve and not to sell?” “How do we build alignment around our company value of creating a sincere difference, given the challenging and uncertain times?” Well, these questions did not last as it was time to act – and act we have done.

Below we have shared how the new normal, #WFH, and our company’s core values and corporate communications have shined through us all in 3 simple ways. By embodying a positive attitude through contribution, participation and mastery, we hope to help guide other small businesses to better times ahead.

[Please note this is in no particular order but merely three critical areas of focus for any company looking for corporate communications guidance in the time of crisis: COVID-19.]


Early on, we knew we wanted to contribute, but how? As stated by former U.S. Senator Robert F. Kennedy,The purpose of life is to contribute in some way to making things better.” For us, this meant contributing through information with two op-ed articles. First, on how small businesses can survive and thrive during the pandemic and, second, on how a company’s sincerity is critical in these times. With our contributions, we aim to help raise awareness around the resources that have become available, along with sharing insights on how companies can respond given the current times.

Read the articles here:

Bulldog Reporter – Boutique PR agency offers three tips to help small biz weather the looming recession

PR Daily – How sincerity is better than a generic response during a global crisis


In addition to contributing, we wanted to participate in the conversations surrounding the media industry. Our first step in participating will be a podcast, Government Executive. Here we will discuss the digital side of marketing and the role digital marketing has on recruitment during the time of COVID-19. Ultimately, we hope the information we share can demystify the digital space for those small businesses that do not have deep marketing pockets and often find themselves lost when approaching the world of digital marketing.

And in addition, FIU School of Communication and Journalism hosted us for #CafecitoChat where Heather Radi-Bermudez spoke with us about how brands can better react during times of crisis. Please check it out and see what we have to say are leading factors for companies to thrive in the time of crisis:

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Finally, mastery, as Robert Greene stated in his book “Mastery”: “The future belongs to those who learn more skills and combine them in creative ways.” As a company, selling less and serving more, we felt there was no better time to hone our marketing craft.

From becoming super savvy with internal communications software – Slack and Zoom – to online marketing and digital class certification courses through Google Skillshop and Hubspot Academy, we are just getting better in delivering optimal results for our clients. And, boy, do we love it!

How are your company’s core values shining through during these uncertain times? Share with us on our Instagram or Facebook.