As the country battles the novel coronavirus, brands should step up with positive and inspiring messages. That's the advice from Gina Garrubbo, President and CEO of NPR's sponsorship subsidiary National Public Media and an advertising industry veteran. With Americans sheltering at home, media consumption is up, and consumers want information or distractions, creating opportunities for marketers to connect. Indeed, at a time when Americans are worried for their health, safety and economic security, research indicates what brands say is critical. According to a recent Jacobs Media survey, 86% of public media listeners want to hear more about how companies are treating employees, while 82% want to know how companies are involved in communities and how they're helping customers. Rather than heavy-handed sales pushes or hyperbolic messages, Garrubbo recommends companies highlight their reaction and contributions to the crisis and communicate empathy.
NPR: In Crisis, Brands Should Spotlight Community and Contributions
