Nearly six months ago, I wrote a blog detailing how part of being a PR professional is constant news consumption, which has shown me both the importance of empathy in communication and that our country deeply lacks it. Ironically, as we fast forward to today, our current situation has forced us into a unique new reality where there has been an abundance of empathy – for those on the frontlines, for those who have fallen ill, for those who have lost their jobs and for anyone impacted by this virus.
It has been heartening to see how the world and our country have come together during this time, but I also know how difficult this transition has been for so many people. The uncertainty we’re facing, the mixed responses from leadership and a quarantined lifestyle can all come together to create a difficult mental health situation. I have seen friends, family and coworkers all handle this change in different ways, and one thing I’ve noticed is that focusing on all the negatives can create a dark path. Now, I know that mental health is much more complex than simply focusing on the positives, but I have found respite in actively seeking out positive news stories or creating small moments of joy for myself in days that seem to feel a lot like I’m Bill Murray in Groundhog’s Day.
As PR professionals, we often counsel our clients on how to tell their brand’s story, to communicate to their consumers or create meaningful, engaging content. Each morning, I’ve tried to take this approach as I look at the day ahead.
What story do I want to tell today?
Do I want to be irritated that I’m inside for the sixth consecutive week? Maybe. Do I want to be excited that I get to bake some blueberry muffins today? That could definitely be true, too. By looking at each day as a separate opportunity to brand my own story, I can experience all the emotions that quarantining has to offer. There are days when your story can be anger and days when your story can be hopeful, and both of those are okay.
How do I want to communicate with my friends and family?
Some days, as I watch the news, I feel compelled to collect every piece of information I can on the COVID crisis to share with my friends and family. I feel the best way to communicate with them is with the facts. To keep emotions out of it and share straightforward information that I hope will educate them and keep them up to date on our pandemic world. Other days, I feel that a more emotional response is the best way to communicate. Being overly factual feels unnatural; I’d rather share a fun story I read about from Some Good News with John Krasinski or send them a funny video I found while surfing Twitter.
How can I create content within my day?
At the beginning of quarantine, many people accepted the extra time they’d have to learn a new skill, pick up a new hobby or start a project they’d always been planning on. But, as the days passed, we learned that the kind of content you can, should or are able to create depends on each individual person, just as it does with individual brands. For example, when Wendy’s pivoted to a much sassier Twitter tone, other companies tried to jump in on the trend, but fell flat, because it didn’t fit with their brand or audience. So, apply that to yourself. Just because your friend is sharing their daily fitness routine every day, doesn’t mean that you have to be doing that same thing. Your content should feel right to you. Maybe that is learning how to play the piano, or maybe that is simply taking a breather to binge a new Netflix show. There is no one size fits all advice for brands, just as there is no one size fits all advice for the quarantine lifestyle.
Just as brands have unique PR and communication needs, individuals do, too. So much of quarantine can feel out of our control. From what our leadership is telling us to do to the fear of potentially getting the virus, I’ve felt some solace in actively choosing to take control of my own story, each day. Again, one day’s story can be anger, confusion and frustration, while the next day can be excitement, joy and hope. Brands change, evolve, and grow, and you can, too. As we always say at BPR, own your story.