The COVID-19 pandemic has turned organizations of all sizes across the world upside down. Our independence and social norms have shifted dramatically to stop the spread of this novel coronavirus. Our lifetime has not seen a professional and personal upheaval of this magnitude. (I’m writing this while my 5-year-old is asking for another snack.) Based on what I’ve experienced alongside journalists these past days, here are suggestions for how to move forward in our world’s new normal.

First Good Work, then Good Words

Crisis communication is the sharing of operational crisis management plans and the execution that organizations carry out when an issue or crisis happens. Simply put, first take action! Do good work to respond to the COVID-19 threat, local restrictions, impact to your constituents, etc. Then, communicate those actions. Do right by employees, customers, clients, and other stakeholders so you can share how the coronavirus effected your organization and what you’ve done to respond to the challenges.

Be Efficient, Flexible and Kind with Reporters

PR people — journalists need our help now more than ever. They still have stories they have to write or produce, with smaller teams, displaced colleagues and almost empty newsrooms. They’re human too and may have kids, cats and dogs cramming their work space or bombing video chats. The journalists I’ve worked with these past two weeks have used text and calls more than ever, are finding creative ways to socially distance with microphone poles and are having a hard time tracking down people to talk. Spokespeople and sources are no longer in their office and everyday people are off the street! Be willing to share your cell number, text info, answer calls at all hours, and respond quickly to emails during this crisis season if you want media coverage. Media interviews can happen now via phone, email, Skype, and in-person with DIY social distancing measures. Three other points:

1. Beat journalists – Reporters that specialize in certain subject areas (beats) like the Arts, still need to cover those topics. Go ahead and pitch story ideas their way, but be sensitive to stories that feel out of place in today’s climate. Try this formula: How COVID-19 has impacted the _________.

2. General news reporters – Get back to them ASAP when they inquire about a story. Don’t pitch an idea or send a press release unless you have a steady spokesperson ready and willing to be interviewed. Have a Spanish-speaking spokesperson in place and translate important press materials if possible. Be willing to text journalists and remain on call as long as needed to get the job done.

3. Press kit materials — keep them updated! The ever-evolving nature of this virus and subsequent emergency restrictions has made updating client fact sheets and backgrounders almost a daily duty.

Take it Day by Day — Personally and Professionally

Remember, we’re all human. CEOs, chefs, healthcare workers, teachers, parents, students…you name it. We are universally challenged through COVID-19. This shared experience can build strong connections if we help each other. Keep your social distance without socially isolating yourself. We are going outside as a family every single day and chatting with every person we see (from a distance, of course)! Weigh the risk versus benefits for your professional and personal actions at this time — from where you work, where you go, to how you communicate and what you express about this topic on social. Each word, visual, comment and behavior can prove to be helpful or harmful to you and your organization’s reputation. Doing what’s right is always respectable and those who do “good work” will reap the rewards when this crisis concludes.