Crisis PR Strategies for Music Industry Companies

As the COVID-19 pandemic completely alters the music industry as we know it, communications and public relations efforts must be extra-vigilant. In order to keep the music playing and keep your brand thriving, you must adopt thorough, honest and empathetic crisis public relations strategies.

In a matter of weeks, the COVID-19 pandemic has turned the entire world on its head—and the music industry hasn’t been immune. Live event cancellations have led to the loss of countless jobs for performing artists and production staff. Trade show postponements and cancellations mean new product launches are being pushed back or needing to be entirely rethought. In short, the effects are widespread and have serious implications for the industry.   

No doubt this crisis has affected your brand. So, what do you do? How can you continue to thrive during this difficult time, all while maintaining honest, open and positive communication with employees, customers and fans? By applying the following key principles of crisis communication, you’ll be able to reinvent your PR approach and stay nimble during this time of transformation in MI. 

The key principles we will cover are:

• Analyze
• Empathize
• Strategize
• Synchronize
• Revitalize

Analyze

It almost goes without saying that you have to thoroughly analyze your situation from the inside out. However, one of the biggest mistakes companies make is failing to understand not just how they are affected by the crisis, but how mainstream culture and media is also altered by the crisis. COVID-19 presents a huge cultural change, wiping out concerts and other live events. Even once the virus subsides, the landscape of music and live entertainment will be forever changed. How does your company fit into that reality? Gather the facts to pinpoint strengths and weaknesses.

Empathize

At its core, your communications strategy should focus on empathy—understanding the feelings of those around us. Through your analysis, you should identify key stakeholders such as your customers, collaborators, investors and employees. Ask yourself what pain points has this crisis put on each of these groups. Are there any internal adjustments you can make or any services you can offer as a company to address these pain points? Individuals affected by the way you choose to move forward are looking to you for leadership. If you have the means, show them that you care. 

For example, after several tour suspensions and live event cancellations, Bandcamp, an online merchandise and music shop, announced that they’d waive its revenue share on sales for one day to support artists on its site. Customers and “fans spent $4.3 million” on Friday, March 20—increasing site activity by 15 times. Bandcamp identified key stakeholders, the artists who use the platform and its customers, issuing a timely and impactful response rooted in empathy and social good.

Strategize

Alright, now that you know what’s going on and how this will impact your stakeholders. What can you do about it? And, how can you get those key messages out? At this point, it’s extremely important to outline a strategy—informing internal stakeholders first, then external stakeholders, such as the press and your consumers. 

In terms of interacting with the media, it’s also important to approach with genuine care and empathy. Check in on your contacts to see how they are doing at this time. Be mindful that they are going through a lot of the stresses you may be going through and make appropriate calls in nurturing that media relationship.

You have to be sensitive to current events in your strategic decisions. Don’t send out a message about organizational changes, then send out a pitch for “5 Coolest Speakers to Dance to in Quarantine.” Be sure to constantly refer back to your situation analysis and use that to create a strategy that is mindful of the market volatility in months ahead as well as health and social concerns of the general public.

Synchronize

You have your strategy rooted in empathy, with situation analysis to back it. Now, you have to get everybody on the same page. One large mistake I often see is when those who represent your company contradict themselves. This includes your teammates and your executive leadership team. Be prepared, you may experience some pushback. Stay true to your core principles. Use your research and media expertise to move forward strategically.

Revitalize

It is important to keep your company, brand or artist active so that they can re-enter the industry with momentum once this crisis passes. This is the time to constantly listen to what the music community needs by tuning into social media, streaming industry trends and industry news updates. Remember—history has its eyes on you (yes, I quoted Hamilton—thanks Lin-Manuel!).

Commit to your core values and center your communications with social responsibility. In a post-crisis business landscape, a response rooted in corporate citizenship will benefit your brand. Your stakeholders will remember what you did throughout this crisis. You want to be remembered as the brand that put your community and purpose first.

This is the time to get creative by engaging home listeners and giving back. Eventually, doors will be open again to our favorite venues and live music will return to our lives. Until then, be vigilant, be clear and be consistent in your public relations strategy and you’ll come out on the other side and back into this industry stronger and revitalized.