How To Write A Press Release For A Crisis? Sample & Template (External Announcement)

Are you wondering how to write a press release during the (Covid-19) crisis? We know that people might stop coming to you when they switch to survival mode. This, in fact, is the first thing many businesses and people do – they start cutting costs… like marketing budgets. 

What should be your response? 

Instead of reactive, you should be proactive in your response to the crisis. As a business owner, you need to realize that the future success of your business greatly depends on how you view the crisis.

We recommend that businesses and organizations should remain persistent and willing to attract visitors and clients even amidst these uncertain times… 

You need to continue to claim top rankings on Google with your press release campaigns and be prepared to be visible for your target audience.

So what exactly do you need to do as you wait for this crisis to pass?

Continue marketing your brand as you usually do to prepare your business for the future. Because let us be realistic – We don’t know how long the crisis will last.  

But you will be able to get back to your business after things get back to normal in the economy.

Persistence is the key. You need to maintain your media presence and always maintain communication. Many potential clients might not respond right away to your call to action – understand that they are busy and your services and products might not be on the top of their priority list at the moment… unless you work in the more stable, growth niches (dentists, legal, security, eCommerce, storage facilities, etc.) When things go back to normal, there will be a surge of people getting things done, requesting services they could not do during lockdown… like dental treatments, haircuts, home repairs…

Use the Crisis or COVID-19 focused theme to start the conversation.

In these times of uncertainty, you might be in a position to help your clients with your products and services and help them navigate through the chaos.

Start your press release messages by acknowledging the situation your clients are in. You can send out a press release to inform your customers or employees about new changes in your business and ay actions you have taken to protect them during the crisis:

Think along these lines:
“Look, I know you are hurt by the crisis, probably you too have been under lockdown, and have A, B, C problem going on. That’s why I won’t take too much of your time. I am reaching out to you and I hope you can give me the time to talk. I know everyone has other things going on right now that are maybe pressing interests. I really think that I can help you with the problems mentioned above.

What you are leading off doesn’t allow them to get mad about your announcement message and simply ignore you… even if there is a hint of selling in it.

Within the body of your press release announcement, you can address any possible objections upfront.

Don’t forget to mention your opening hours and if you offer any specific emergency services, treatmentс or deliveries as а crisis response.

Build Relationships During The Crisis!

Give certainty, show leadership, and if possible more compassionate rates. Use these times to expand your network. Create relationships that go beyond hiring someone to do a service. 

Use the press release as an opportunity to invite potential clients to connect with you and learn more about your brand, the amazing services, and the products you offer.

The press release is a great opportunity to invite potential clients to connect with you and learn more about your brand, the amazing services, and the products you offer.

In these times of uncertainty, you might be in a position to help your clients with your products and services. 

Again you can come from the following position:

“We are working on the same things and we have the same goals of helping each other to not only survive but also thrive during this crisis.”

You should offer a caring concern with no guarantees. 

You can give them the needed confidence that things will work out.

People will respect you more as they want to work with honest people when times are uncertain. 

You have to think that what they can do for you and conversely what you can do for them is vital on a survival level.

You have the duty to offer your products and services to them if they provide an opportunity to survive. You are in a position to rescue them and give them the relief they urgently need. 

Do you have a blog? Are you on social media? Do you have a subscribers’ list? Expand your efforts by using multichannel marketing as a crisis response.

You will be more effective in attracting visitors and customers if you use multiple channels of contact with your prospective clients (email, Facebook, Voicemail…)

Your potential clients are busy with all kinds of survival tasks. They will miss your messages.

Get into the habit of doing outreach even a few times via different channels to get their attention. Follow up is key when we are working in this kind of survival mode.
Quite many encouraging words… which we can summarize with “You got this!”

Sample Press Release For A Crisis

Apply our simple tips and check out the following sample press release for a crisis as you figure out what your creative announcement should look like.

Syncresis Launched COVID-19 Financial Services Communications Guide

Communications strategy firm Syncresis has published a new how-to guide dedicated to helping Financial Service Providers, Banks, and Fintechs address the communications implications of COVID-19. This guide will also have information useful to anybody facing the challenge of adapting their communications and thought leadership strategy in the new world of social distancing and canceled events.

Interested parties are invited to review the how-to guide in full on their website:[1]

This most recent how-to guide from Syncresis contains precise and detailed steps and instructions, designed to be used by Companies that provide financial services or that have developed innovations within the finance industry and others who need it, helping them address the communications implications of COVID-19, as quickly, easily and with as little stress as possible.

The Full How-To Guide Covers:
– Handling Canceled Industry Events: How to maintain thought leadership momentum with canceled industry events or company travel freezes;
– What to Say to Clients and Customers: How to assure clients that all service levels will continue to be met, as well as communicate any operational changes or implications;
– Marketing in a Pandemic: How to avoid striking the wrong note in content marketing campaigns when dealing with the coronavirus crisis

When asked for more information about the guide, the reasons behind creating a guide on communications strategy during the coronavirus crisis and what they hope to accomplish with it, Christopher G. Fox, Ph.D., Managing Partner at Syncresis said: “Many of my clients in recent days have asked me questions about the communications implications of COVID-19, so we are sharing those questions as well as some helpful answers with a broad community of financial innovators. “

Financial Service Providers, Banks, and Fintechs and anybody interested in communications strategy during the coronavirus crisis are invited to review the how-to guide online:[2]

More information about Syncresis itself can be found at[3]

Contact Info:
Name: Christopher G. Fox
Organization: Syncresis
Address: 4470 Sunset Boulevard #162, Los Angeles, CA 90027, United States
Phone: +1-877-889-6660

Press Release For a Crisis Template

Your press release announcement will be effective if you position it correctly. Writing a press release isn’t some weird, sleazy thing. It is making sure that your beautiful, amazing words are meeting the reader’s expectation.

[Headline Of The Press Release]

[City] [State} Release Date: [“For Immediate Release” or a concrete date]

[Summary Section: Briefly describe your announcement; use an angle that relates to the current situation]

[Insert a quote from a company representative related to the news]

[Write an additional paragraph to provide more details about the announcement: try to respond to all relevant W-questions (where, what, why, when, who)]

[Insert another quote or another section with details about the news]

[Include a call to action and an URL address where the reader can find more information about the announcement, the company or the product]

[Boilerplate message about the company: insert the following information
Contact info:

For more tips on how to prepare your press release campaign, check out the other Press Release Zen articles from our category Tips & Tricks[5].

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