8 Top PR Tips to Survive a Crisis
News + Inspiration

Brand owners, grab a pen or press ‘print’ – you’re not going to want to miss these 8 Top PR Tips to get your brand noticed and published. 

Founder and Director of leading PR agency Piccolo PR, Sarah Cichy, shares with us some tip tips on how to champion a positive PR campaign and drive commercial success during this challenging climate.  

“Now, more than ever before, brands need to get closer to and communicate with their customers via social media community about the changes taking place. Here’s my top tips for small businesses to create PR and digital media campaigns that enable them to stay connected and drive commercial success with honesty and integrity.”

Your story is your currency.

In order to become iconic, you need to be distinctive. Before there were emojis, posts, shares and likes people shared ideas through the oral tradition of storytelling. Humans are hardwired to remember stories as every person on this planet comes from a lineage of storytellers. Using social proof alongside storytelling creates an emotional connection, depth, inspires motivation and creates empathy.

Strategy is critical.

Understand where you want to go and map out a way of how you are going to get there.

Now, more than ever before we need to support each other. Find a PR agency that can workshop ideas and concepts for your brand, for promotion on talent’s social platforms as well as brand platforms. Connect to those who want to see you succeed.  

Pause and reflect.

Strategy means knowing when to stay silent just as much as it means knowing what to post and publicise.  

Employers need to have tough conversations with clients to ensure your crises management strategy is up to date. Business is not as usual. It’s important to run through potential scenarios and make sure key team members are aware of the role they will play in case you need to activate the plan. 

Under the influence 

With more Australians turning to e-commerce over the coming weeks, we envisage the consumption of social media content to uplift. Connecting with influencers to create engaging content is an effective method for brands to maintain connections with their consumers during a time when there is considerable attention. It is imperative to maintain a strong brand and digital presence to uphold consumer loyalty in this time of uncertainty.

Take Your time to Target

Piccolo PR implements strategic collaborations that connects brands with new virtual friends. Don’t be afraid to request insights and engagement stats from your PR agency to ensure the influencers you have shortlisted to sponsor, or seed product to, maintain high conversion rates with their community.

Create compelling content.

Content really is king and by being consistent in your creation of quality content will add value to the person reading it – you are laying a solid foundation to build a successful brand

Stay organised

Keep organised and systematic, and curate a list of outreach efforts. It’s important to keep tabs on your dates and times, methods, success and/or missed opportunities to ensure you’re hustling with grace. 

Protect your reputation.

Both online and offline. We cannot deny the reality that we have entered unprecedented times which presents significant health challenges and uncertainty for many business owners.

During this time it is critical true leaders stand up to innovate, optimise and remain nimble as we prepare, process and work through a historical event – never before experienced. 


What can business owners DIY if they don’t have the budget for a PR agency/PR Manager? 

“There are tools and strategies you can use as an SMB owner to build your social and PR game plan.  And it doesn’t involve a monthly retainer.

  • Be strategic and select relevant media to pitch your product. During these uncertain times, more than ever before there is demand and a necessity for good news stories.  
  • Create your own compelling content and share across channels with relevant hashtags.
  • Repurpose content for each channel to ensure you reach all demographic and gain credibility and establish expertise.
  • Timing is everything on social media. Analyse engagement and insights. Posting your content at a time where your audience is active on the app will have an effect on your engagement.
  • For those who want to connect with influencers, write a clear brief. The most successful influencer campaigns come about when the brand and influencer are aligned on the strategy and the deliverables.
  • Finally, networking is not a dirty word. Engage with other thought leaders on social media and connect with them to build a network and keep you in the loop, legit.   



Founder of Piccolo PR, Sarah Cichy, has been growing businesses, brands and reputations through strategic Marketing and PR for over ten years. She has forged solid relationships with major media outlets, represented an impressive suite of local and international brands. 

Starting at the age of 22 years, Sarah was one of Australia’s youngest PR innovators. She has established herself as an industry leader, innovator, and thought leader in the media industry.
Her agency are brand innovators and creative story tellers who deliver bold strategies with a global perspective that helps drives real commercial success. Specialising in consumer lifestyle brands, Piccolo PR are considered one of the most well-regarded agencies in Australia.

Cichy is a masterful communicator and a strategic thinker. At Piccolo PR, she works personally with every client. The way it should be.


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