In the 1980s as the AIDS epidemic took root in America, there was no test for Human Immunodeficiency Virus (HIV), the cause of Acquired Immune Deficiency Syndrome (AIDS). Rather, once developed, the HIV-antibody test was used as a surrogate marker to identify the infected. Particularly before there was a treatment, an antibody test became a marker for discrimination, resulting in lawsuits. As a disability, it became illegal to discriminate against a person with AIDS and an HIV-antibody test under most circumstances could not be compelled.

In the COVID-19 America of 2020, an antibody test – this time to assess exposure to Sars-COV-2 – is being contemplated as a tool in the toolbox of those planning return to work scenarios and the notion of “immunity passports” has been reported by the media to be under consideration by some policymakers in Europe and by some employers in the U.S. The notion raises legal, communications and public health implications that loom large.

• What is the practical value of the test? One of the foremost considerations in using an antibody test is a practical one. What does a positive test result tell us? Whether or not the development of an antibody confers immunity on the part of the person tested is not clear. If there is immunity as a result, it does not tell us how long that immunity may last or whether all people who develop an antibody have an equal amount of protection or whether it depends on the level of the individual’s exposure.
• What are the legal implications? Can an employer compel an employee to take a test as a pre-condition to coming to work? And is there a health privacy consideration, either at a federal or state level, at stake in freely identifying – or compelling those who test positive – to publicly identify their antibody status. Can an employee demand antibody tests of co-workers? Can access to a doctor’s office or daycare center be premised on antibody status? Can a person’s livelihood or access to services or other venues be put on the line based on an antibody test?
• Is there a public health concern? Use of an antibody test as a “passport” to employment, to access to services, or to attend a theatre or sports event puts a premium on being antibody positive (the exact opposite of the HIV/AIDS days). Does this possibly mean that there will be people who purposely expose themselves to the virus in order to get their passport? It may sound farfetched. It isn’t.

Finally, there is the communications lift that is associated with explaining all the nuance associated with this. Use of the antibody test as a tool at first glance sounds easy and neat. It is hard and it is messy.

At this stage of the COVID-19 pandemic, there are two tectonic plates pushing up against one another. One represents the enormous pressure to return to some state of economic normalcy with the freer flow of commerce and return to work and school. The other is the innate desire for safety — for a minimization of risk not only to one’s own person, but as a society in containing and diminishing infection and mortality. The pressure on each plate is tremendous with much at stake. These plates are in sharp relief when it comes to envisioning a return to the workplace. In a rush to get back to some state of normalcy the issues raised by antibody testing as a means for allowing freer and safer movement cannot be ignored. It should not be rushed into without a thorough consideration to the outstanding questions and potential ramifications.

Last year, small businesses employed nearly half of the United States’ workforce, driving job creation and economic growth. Under normal circumstances, we would celebrate the accomplishments of the small business community this National Small Business Week.

The coronavirus pandemic has upended those plans, with the Small Business Administration indefinitely postponing the annual commemoration. Meanwhile, small business owners are grappling with the increasing financial and emotional toll of the global health crisis, making now a critical time for companies with a small business customer audience to support them.

FleishmanHillard’s COVID-19 study found that 88% of respondents said that local businesses play a role in responding to the crisis. Larger brands that cater to entrepreneurs are in a unique position to help small businesses do just this.

Over the years, our work with clients with a small business focus has taught us the value of communicating with these special customers. Here’s what we’ve learned:

• Be empathetic. Creating and maintaining a small business was always hard work, but today’s pressures are causing new challenges and struggles. Express empathy in your communications, acknowledging the situation while reaffirming your commitment to support them.
• Give advice. Small businesses are looking to various sources to figure out how to stay afloat. Use your branded or owned content to give guidance and help build your own reputation among the small business community.
• Celebrate entrepreneurship. Find unique ways to recognize entrepreneurs for their ingenuity and hard work. From a campaign encouraging individuals to patronize local shops to a nationwide contest investing in start-ups, brands have put the spotlight on small businesses with success in the past. It’s always inspiring to see the enduring spirit of entrepreneurship.

These tips go beyond the current situation. During the recovery and resurgence phase, small businesses will be key to bringing the economy to life once again. Establishing yourself as a thought leader and supporter of small businesses now builds trust in the future. Create goodwill now; be rewarded later.

As the impact of the COVID-19 pandemic continues to be felt around the world, many countries are beginning to focus on how to resume everyday life. FleishmanHillard’s TRUE Global Intelligence’s recent study, COVID-19 Mindset: How Pandemic Times Are Shaping Global Consumers, found that consumer behaviors will likely be forever changed due to the crisis and that attitudes toward reopening differ around the globe.

China, one of the first countries to be impacted by the virus, mandated a stay-at-home order beginning in mid-January. With that order recently lifted, we’ve started to see signs of how consumers are returning to what will be the “new normal.” I wanted to share a glimpse of what we’re seeing here in China, including the impact on the food, agriculture and beverage industry.

In-person restaurant dining is returning.

During lockdown, all restaurants in China closed dine-in options and of those that could serve take-out, many were unable to operate as they depended on workers from outside the city who weren’t allowed to travel to work. Now restaurants are experiencing a strong recovery, with workforces coming back and people being allowed to eat in. While social distancing is not enforced in China currently, wearing masks while in crowded places and public transportation is still mandatory.

Grocery store e-commerce platforms are imperative.

While panic shopping for essentials was rampant during lockdown, Chinese grocery stores have robust e-commerce platforms in place, which helped mitigate crowds. Today grocery stores are returning to normal, with shoppers wearing masks for protection. Bloomberg reported that MissFresh saw a quadrupling in online orders for groceries during the first five days of the Lunar New Year compared with the same period last year. And JD.com Inc. said its sales of fresh food increased by 215%, reaching almost 15,000 tons during the 10-day period ending February 2, compared with the same period last year. While Chinese online grocery volume has increased to RMB 300 billion, the offline retail market is still 10 times larger, so there is plenty of room to grow sustainably.

Gatherings are beginning to take place again, but people are still cautious.

Once stay-at-home orders were gradually lifted in China from province to province, we saw many people starting to gather in larger groups, especially families. Hotel bookings are picking up again, as well as larger scale events such as weddings. However, we aren’t seeing mass gatherings on the same scale as before. People are still cautious – especially around others they aren’t familiar with.

Health is a stronger consideration at purchase.

Due to the pandemic, we’ve seen more consumers in China selecting higher quality and healthier products when making purchasing decisions to prioritize their safety. Endorsed by the public health experts, high-protein food consumption has increased a lot. Home cooking has become a must, especially during the traditional Chinese Spring Festival, and whole lunar new year month, and cooking recipe videos have overwhelmed social media channels. Picnics and camping have become another trend as people take advantage of the warm weather and long weekend holiday, encouraged by their local government.

As we enter the new normal of everyday life in China (and around the world), trends we already saw shaping the food, agriculture and beverage industry will continue to be expedited, such as e-commerce.

Coupled with long-lasting financial and health concerns, in-person shopping and dining experiences will likely be forever changed. However, the resiliency of Chinese consumers can already be seen, accompanied with an urge to return to tradition, community and togetherness. Businesses across the industry will need to continue to be agile and adapt to changing consumer behavior in order to survive – and thrive.

While the social and economic damage caused by the COVID-19 pandemic has left no business untouched, few sectors of the economy have been as visibly ravaged as the hospitality industry. Based on the nature of on-premise food and drink establishments – places to gather with friends, receive personal service and meet new people – the industry finds itself particularly hard-hit by state and local shutdown orders. The path forward will be challenging, but there are glimmers of hope as consumers begin imagining the world after stay-at-home orders are lifted.

FleishmanHillard‘s TRUE Global Intelligence practice recently released a study detailing how the pandemic is reshaping consumer perceptions, expectations and behavior. In the United States, more than 54% of consumers were willing to order food and products for delivery or pick up in order to support businesses that have had to close, rather than reduce shopping or dining, and 31% were willing to tip more than usual.

As the restaurant industry looks toward recovery, it will be important to keep in mind new consumer expectations for employee protections and how quickly laid-off staff can be rehired. Overall, 91% of consumers expect companies to take various steps to help workers stay healthy – providing personal protective equipment and hand sanitizer, breaks to wash hands and making physical changes to space and operations to allow social distancing. And 40% of consumers think it’s important that companies hire back any workers they lay off as soon as the crisis is over.

Furthermore, consumers’ expectations for the on-premise dining experience have changed. According to new data from Nielsen CGA, the top things consumers want to see in venues when they reopen include:

• 50%: fewer tables or patrons within venues to accommodate social distancing
• 49%: additional hygiene programs taking place in outlets
• 41%: take out/ delivery offerings still being available

Encouragingly, consumers seem eager to return to on-premise establishments. In fact, 22% plan to return as soon as venues reopen, and 28% say they will return when bars and restaurants demonstrate they can facilitate distancing. Only 23% are waiting until the number of COVID-19 cases doesn’t start to increase again. While 19% of consumers said they would only return when COVID-19 is completely gone, the vast majority are willing to return in the early stages of recovery.

However, from a business and policy perspective, there are a couple evolving proposals that should be top of mind for the hospitality industry:

Liability protections: Senate Majority Leader Mitch McConnell is pushing for business liability protections, which he sees as crucial to protect employers who reopen during the crisis. Democratic leaders have voiced concerns that such protections for businesses could lead to less safe conditions for workers.

Tax Deductibility: The administration has floated the possibility of restoring meal and entertainment cost deductibility for corporations. The industry has long enjoyed this boost, but the policy was changed with the signing of the Tax Cuts and Jobs Act of 2017.

The onset of COVID-19 changed how every business operates, overnight, and brought with it a flurry of policy changes. However, as we begin to emerge from this crisis, it’s important to think beyond the immediate recovery. It’s important to ask:

• How will company policies and legislation implemented during the next five months impact your business over the next five years?
• Are you actively and visibly prioritizing consumer and employee safety over profits?
• Are you communicating how your business decisions are directly benefiting your employees?
• Do you have a return-to-work plan, and if so, are you willing to share it publicly to reassure consumers?
• If you work in a hospitality-adjacent industry, what are you doing to help restaurants and bars recover and rebuild?

The economic and policy solutions implemented during the recovery and rebuilding period will carry long-term implications that will shape the trajectory of the hospitality industry for decades to come, and how businesses treat their employees and customers during this period will have long-lasting reputational ramifications.

Rumors of the death of news have been greatly exaggerated. Really? Following a week in which two of Asia’s highest-profile finance sector magazines were effectively shut down, and many other publications announced furloughs, pay cuts and layoffs?

Print newspapers and magazines have been reinventing themselves for the better part of two decades against an ever-growing onslaught of digital alternatives. That’s nothing new, as those of us who once made a living from the journalism profession are all too aware. But the shrinkage and shuttering of media outlets whose presence is primarily online marks the crossing of a Rubicon: It’s not only print media that’s feeling the squeeze, but digital media, too.

Does this mean an earned coverage boon for public relations professionals? Hardly. From where I sit in Hong Kong, it’s difficult to get an adulatory corporate interview or a client puff piece published in any media outlet whose editorial budget is at breaking point or bust altogether.

Content vs. coronavirus

But one interesting effect of the COVID-19 pandemic that shouldn’t be overlooked is the fact that even though media outlets are struggling financially – online as well as in print – consumption of media content overall is on the rise.

This shouldn’t come as much of a surprise, really: social distancing, lockdowns and the closure of entertainment venues means people are stuck at home with little but each other – and the devices through which they consume media content – for company.

The mainstream media has not disappeared – nor will it – but its ongoing and increasing displacement by media outlets that do not rely primarily on advertisers that take flight at falling circulation figures, media that in fact thrive on such terrible events as pandemics, which keep consumers glued to their mobile devices, presents PR professionals with a clear sign of where they should be focusing their attention: mobile-friendly media in general, and social media in particular.

New norms, tighter targets

These changes are likely to persist even after the current pandemic abates. And the media developments to which they have given rise should show PR firms that it is no longer sufficient to unload in the same old way on the reporters upon whom they have traditionally relied.

PR pitches will need to be more targeted, as the pool of mainstream media attention becomes harder to attract, the bar for coverage is set higher, and exclusive stories become ever-more critical as the means by which such media outlets seek to differentiate themselves from the cacophony of voices in the social media sphere.

For these pillars of the traditional media landscape, getting the right news angle into PR pitches will mean everything. And, increasingly, so too will it for the unstoppably expanding universe of social media as its users become every bit discerning as the print and mainstream media consumers upon whom the industry once relied upon to support its business model.

Reaching reporters

The tools PR practitioners use to reach journalists will also require rethinking. Traditional press releases and interviews could usefully be augmented by blogs and short briefs sent to reporters, likely more often, so the drumbeat of reportable news is ever-present.

Opportunity knocks

And PR professionals’ quest for paid, earned, shared and owned media should exclude no opportunity without a compelling reason to do so.

The transformation we are witnessing in the media environment in which we operate may appear intimidating, but it presents the PR industry with opportunities entirely of its own. Change always includes an element of fear; success entails responding to fear with faith in new ways of conquering the challenges change presents.