How To Spread Enthusiasm With PR in Times of Crisis


Have you ever wondered why so much of the news we consume is negative?

Unfortunately, negativity spreads quickly compared to positivity, which tends to draw more clicks and views.

One of the best parts of working in public relations (PR) is using your skills to spread positivity.

PR can play a significant role in widespread optimism and new ways of looking at the world or even just our local community.

Why is enthusiasm in PR necessary?

Enthusiasm is essential because it fosters optimistic thoughts and goodwill toward businesses. Positive PR campaigns provide hope to people during times of crisis.

Enthusiasm and optimism also foster stronger connections between businesses and customers.

When a business is in crisis, or the world at large is in crisis, businesses have the power and capital to change things for the better and share their uplifting stories with audiences who need to hear them.

These types of narratives will strengthen customer-business relationships well beyond the crisis.

PR and Enthusiasm

There are multiple ways to inject enthusiasm into society using public relations tactics. Here are a few of our favorites:

1. Speak Less, Listen More

It is generally assumed that PR is meant to endorse a brand to the public. But in reality, PR is not a one-way communication channel.

Brands and PR professionals should use their powerful social listening tools to truly get a feel for the general public’s sentiment during a crisis.

These insights can be turned into a relatable, feel-good future campaign that makes consumers feel heard and seen.

Businesses can also use typical PR functions like social media, email marketing, and in-person events to have real, authentic conversations with consumers.

This tactic can be especially useful during difficult times, as brands can hear from consumers about what they can do to make their lives better during the crisis, then use that knowledge to act on it.

2. Create Optimistic Campaigns

When it comes to building enthusiasm with PR, engaging your audience is essential. This tactic goes hand-in-hand with building positive brand sentiment and a good reputation, but it can also create community goodwill.

The key is to produce heartfelt, genuine campaigns. Events and PR stunts that are designed solely for the sake of publicity won’t garner the level of engagement, enthusiasm, or goodwill that authentically helpful campaigns will.

Some examples of optimistic campaigns that truly made the world a better place include Dove’s Real Beauty campaigns and the Mental Health Awareness Week campaign by the Mental Health Foundation.

3. Do Not Forget the Objective of PR

No matter what, the main objective of PR is to benefit an organization by creating a better image and brand awareness.

This objective should remain the priority, even when planning campaigns during times of crisis. Use your platform to spread enthusiasm with PR, but be sure to keep your company’s values in mind while doing so.

Allow this objective to drive your strategy sessions so you can ensure your business will be spotlighted throughout the campaign’s coverage in an organic way.

4. Generate a Sense of Collaboration

Leveling with your audiences and finding authentic and unique ways to relate with them will humanize your brand during challenging times.

There are dozens of examples of this type of campaign that ran throughout 2020 and 2021, from Burger King UK’s “Order from McDonald’s” messaging to the Getty Museum’s modern art campaigns that played off everyone’s desire to get out of the house—the museum team included!

Audiences need to know that your brand understands what they are going through.

5. Ask Consumers to Share their Stories

User-generated content (UGC) is an excellent way of developing a brand’s relationship with its audiences. When consumers share their stories, you can reshare them on your social media pages, website, in emails, and on physical collateral.

This will motivate so many people to interact with your brand in the future. It will help you build a community that will benefit your business in the present but also for years to come.

This is an especially important strategy during difficult times.

6. Point Out the Positivity in the World

Undoubtedly, crises spread negativity, but if you want to spread enthusiasm with PR, you must focus on optimism. Use language that’s positive and hopeful, and you will attract audiences to your campaign. People are drawn to light in dark times.

Getting Started Spreading Enthusiasm with PR


Sometimes unexpected situations feel hopeless, and people have trouble coping with what is happening.

Brands can use their budget, access to technology, and crafty PR teams to spread lightness, positivity, and enthusiasm with PR.

The COVID-19 pandemic offers many examples of how brands can work with consumers to humanize, relate, and make the world a better place, even if only marginally so.

Spreading enthusiasm with PR is a solution that will help society as a whole and bring fortune to businesses that employ that strategy.