SINCE the coronavirus pandemic began, PR pros have been on overdrive testing and honing their communications skills as they address their stakeholders: employees, customers, business partners, community members.
Needless to say, this has been most challenging as we are experiencing this kind of crisis for the first time. Perhaps most challenging is how we can communicate with children, who are now homebound, restless, anxious and wondering why their lives have been changed so much.
“If coronavirus is scary for adults, we can only imagine the confusion and uncertain fear it sparks in the minds of children,” says Nicole Schuman in a PR News online article, Communicating to Children About Coronavirus. “And with families sequestered in their homes day and night, it leaves little room for parents to vent their frustrations or concerns without little ears overhearing.”
So, true! How, indeed, do you explain to the little ones that they can’t go to school or go out of the house because of something unseen that is so dangerous and deadly? Or that they have to wear face masks and stay apart from others when they do get out?
According to Schuman, “brands catering to families, and especially children, need to remember to tweak their normal methods of communication, particularly in a time of crisis.”
Not surprisingly, children’s brands are leading the way, and many have stepped up to the plate to educate children to and bring parents some relief.
On March 30, actress Kristen Bell hosted a one-hour Q & A special on Nickelodeon, called#Kids Together: The Nickelodeon Town Hall.
In it, “Bell’s soothing voice provided a soothing space for many children. Celebrities revealed how they are spending their time in quarantine, and health and economic experts discussed everything from how to stay healthy to concerns about a toilet paper shortage.”
Sesame Street, on the other hand, created a remix of the popular “Brushy Brush” dental PSA starring Elmo. The video “Washy Wash” which features Elmo teaching children the proper way to wash their hands currently has over 1 billion views on YouTube.
“Sesame Street is there for children and families whether it’s a sunny day or a stormy one,” says Dr. Jeanette Betancourt, senior vice president of US social impact, Sesame Workshop in a statement. With many families currently facing unprecedented social challenges, Sesame Street remains “committed to supporting families for the duration of this crisis and beyond—equipping them with the tools they need to get through this together and look to the future with hope and optimism.”
Other institutions, meanwhile offer tips on how to communicate with curious and anxious kids during this time.
The Public Broadcasting Service or PBS published an article on how to talk to children when so much information is swirling between them, the television, Internet, and their own friend groups. It recommends to “think about your youth audience and what they may be most fearful of. Explain things to them in scenarios to which they can relate.”
The CDC or Centers for Disease Control and Prevention, on the other hand, has dedicated a section on its web site to talking with children about the coronavirus disease. Schuman notes that brands can learn from some of its communication tips:
- Avoid language that may blame others and lead to stigma. Remember that viruses can make anyone sick, regardless of a person’s race or ethnicity. Avoid making assumptions about who might have Covid-19.
- Provide information that is honest and accurate. Talk to children about some stories on Covid-19 on the Internet and social media that may be based on rumors and inaccurate information.
- Make yourself available to listen and talk. Be sure children know they can come to you when they have questions.
We can also learn a lot from the Poynter Institute of Media Studies, which “recalled a list of talking points for children and families struggling with mental health and learning disorders” which can be helpful for brands:
- Don’t volunteer too much information, as this may be overwhelming. Instead, try to answer your child’s questions. Do your best to answer honestly and clearly.
- Be reassuring. Children are very egocentric, so hearing about the coronavirus on the news may be enough to make them seriously worry that they’ll catch it. It’s helpful to reassure your child how rare the coronavirus actually is, and that kids actually seem to have milder symptoms.
- Focus on what you’re doing to stay safe. An important way to reassure kids is to tell them the safety precautions you’re taking. Jamie Howard, a child psychologist at the Child Mind Institute, said, “kids feel empowered when they know what to do to keep themselves safe.”
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the Senior Vice President for Marketing and Communications of SM, is the former local chairman.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.
Image credits: OPOLJA | Dreamstime.com
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