How the Corona Epidemic Will Not Hurt (and possibly improve) the Image of Your Organization?

Gil Kraiem, CEO of Pitch Media | Reading Time: 4 min.

The outbreak of the Corona virus is a crisis we haven’t encountered yet, and which requires companies to prepare for organizational, financial, and business changes while of course, maintaining employee health and preventing infection. But there is another perspective that is important to consider and that is the media image.

Today, the virus is getting all the attention and rightfully so, but it will hopefully pass soon, and organizations will return to recruit quality employees, generate sales and find investors. Therefore, it is important that even now that the waves are high, the way in which the company is perceived by the target audience after the waves subside is taken into account. It is these days that technology companies operating in a dynamic and competitive world must present an outward narrative of being active and unrestrained while also successful in this difficult reality in producing business activity and social and community responsibility.

As with any crisis, there is also an opportunity. Today, in the digital world we live in, it doesn't matter where we are for us to consume information. Therefore, there does not appear to have been a decline in recent days in consumption of electronic and digital media, and it can even be assumed that media exposure rates have even increased due to people's need to monitor the sequence of events. True, the Corona does catch most of the headlines, but people are still thirsty for other information which will relieve anxiety and bring some sanity back.

So, you can think of media initiatives by organizations to generate positive media exposure in a number of ways:

A. We are in an unusual situation. Millions of people stay at home with their children for hours. On the one hand, they have to keep the children busy and on the other hand they also have to keep working. Trying to do both is almost impossible, so try to think about how your company's services or technologies can meet those needs. For example, does your company develop technology learning programs for children? Try to check the possibility of learning about the virus and how to avoid getting infected and adhere to hygiene guidelines. Relevant news programs will be happy to survey a service that can engage the children and allow parents to work.

B. The day of "good deeds" is now. Israeli society knows how to unite in crisis situations and the question is who will be at the forefront of the volunteer organizations and welfare agencies. Companies that know how to raise and recruit employees for the benefit of all those senior citizens or those with special needs in their homes will receive a boost for their image. It is important to ensure media exposure with the appropriate sensitivity while maintaining that the activity is not seen as a cynical exploitation of the situation to improve public relations.

C. Darwin's statement that "it is not actually the strong or the smart ones who survive, but rather those who know how to adapt to change" is definitely relevant these days. Therefore, it is possible that within a few days Israel will enter into a kind of routine and it is important for organizations to outwardly broadcast that they continue to conduct business as usual, even if it is in a different form than usual. It is important to reflect this continuity through various articles and business initiatives as well as through social media channels. The framing of messages should be positive and optimistic for a company that operates and leads business operations.

D. And finally, one last word on crisis situations. Many companies are making difficult moves like putting employees on unpaid leave and are reporting significant declines in their revenues. This is an explosive that can turn into a boomerang against the company -- both through the media and disgruntled employees who can damage the image of the company through social media. It is important to take the communication initiative and not be dragged down while losing control of how the company is perceived. The company's staggering and stuttering policies can seriously hurt its credibility in a way that will then be difficult to rebuild.

The writer is the owner of Pitch Media, a PR firm which specializes in tech companies and startups. For more information, please visit:

Corona Corner