On March 11, 2020, the Coronavirus Disease 2019 (COVID-19) officially reached pandemic status. 

In times of crisis, you must prepare operationally. At the same time, you must prepare to effectively communicate as well in the most human way as possible.

Covid 19 outbreak has first of all a very wide psychological and human impact. It forces masses of people to abruptly change the most intimate modus vivendi.

We cannot do PR in the way we did 1 month ago. Since a basic rule of communications is to know your audience, a good rule of thumb is to look at survey data to help gauge attitudes, inform message creation and highlight opportunities.

Maybe some of the habits will come back, but I doubt the mentality will be the same. The people is now much more sensitive to the human behavior of the companies, of governments and of influencers.

The CSR is paramount these days and I don’t have enough words to emphasis the importance of doing something, from the 100 dollars of a carpenter workshop to a billion dollars business donating millions of dollars to research.

I would dare to say: in the future years, any PR without CSR will be pure waste of time.