03/13/2020

COVID-19’s New Normal: Communicators Deliver Messages

OSAE Member Hinda Mitchell highlights some key ways to safeguard ourselves

It’s a cliché, but how quickly things can change. Just two days ago, Starbucks sent an email to stakeholders touting the 2.5 million-plus prizes it was “giving away” in its Rewards Starland game.

This morning's email was a note to customers from Starbucks CEO Kevin Johnson explaining how it’s applying experience gained in China to deal with COVID-19 in the US. Following the Beijing example, the coffeemaker will transition its stores here to more of an online/pick-up service as the US ushers in a new normal.

Johnson's letter included important PR tactics. First, it had a compassionate tone. “Our hearts go out to all who have been affected by the outbreak of coronavirus (COVID-19),” he wrote.

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