Category: Uncategorised

By Mark Wilson, Creative Director

Creativity. The very word fills some with anxiety, while others seek it out and embrace it. The reasons for these opposing views are many; creativity is intangible, ethereal, it means different things to different people, and there’s no formula to follow in order to get it.  Yet, everyone desires it.

For me, creativity is about seeing things in an alternative way, presenting concepts in a distinctive light, and at its core, problem solving. It is displayed all around us through the obvious disciplines like art, music, theatre, and through less obvious avenues like cooking, gardening and even maths.

In the communications world, creative ideas are the building blocks for successful campaigns that reach the desired audiences and achieve specific objectives like boosting awareness or lead generation. Here, it’s not just about using imagery or graphics, but about understanding the core message, the single-minded proposition which will captivate audiences and change behaviour.

Creativity is inherent in everything we do — and it’s more important than ever before considering how many competing messages there are out in the marketplace. For example, if you write a about a well-known topic in a unique way or provide a distinct point of view, that’s creativity at play.

While advertising and marketing are built on this concept of creativity, it is not exclusive to these industries, nor is it exclusively in the realm of B2C. Creativity has a vital role to play in PR, social and digital, as well as in the overall B2B space.

Of course it’s evolving; moving away from the rather stereotypical view of creativity in B2B as the use of stock images of business settings, meetings, people working in offices — you know the ones I mean.

The growth of design services and the use of a more creative mindset in B2B is certainly challenging that stereotype. Why can’t business audiences enjoy creativity? After all, end audiences, regardless of context, are still human.

I would argue you can be even more , through the use of personalised messaging and graphics that will inspire, engage and work towards the ultimate goal of unlocking curiosity. This applies to a host of collateral, from personalised short videos, and direct mailers, to digital banners or interactive online experiences. The possibilities are endless.

While there may not be a magic formula for creativity, it’s worth noting that — just as in all forms of communication — whatever you do, needs to have a strong idea behind it, aimed at the right target audience, saying the right things. It needs to be relevant.

I believe all people are creative. It’s not a skill reserved for graphic designers or copywriters. And we should be nurturing this; people have diverse life experiences and perspectives, and therefore bring different views to the creativity table. The trick is how to capture and transform them into messaging and meaning that audiences can relate to. It’s about making it work for you and your objectives, not jumping on the bandwagon.

When thinking about creative campaigns, ask yourself this all-important question — is this the right thing to do or is it just what everyone else is doing?

At Whiteoaks our newly established Creative Department is working hard to transform the fruits of our creative labour into tangible results for your business that align with your objectives. Whether that’s standalone creative concepts or full campaigns, branding, digital or print assets, we’re here for all your PR and content marketing assets.

Get in touch to find out how we can help.

What is the one piece of tech / software / device that you discovered you can’t live without during lockdown?

TA: Workwise, Zoom and Teams have been hugely helpful to keep in touch with the team during WFH. But I’m very grateful for my SONOS system that I got a while ago, having music on throughout the house makes staying inside much easier.

JK: Definitely my AirPods. Whether it’s listening to the Harry Potter audiobooks whilst I work or music whilst getting my daily exercise, they are a lifesaver!

 

What has been your favourite lockdown activity so far?

TA: Not having to commute has given me a lot more time to run and walk so I’ve been able to explore lots of different routes in my area.

JK: Whiteoaks’ virtual quizzes and bingo aside, my friends and I have kept ourselves entertained by setting each other challenges which have so far included seeing who can eat a full apple or carrot the fastest. If anyone has any ideas, get in touch!

 

What is your favourite lockdown snack?

TA: Easy. Crisps. A cupboard full of crisps has been my go-to.

JK: I’m not really a snack kind of guy but a cold beer at the end of the week is a treat, especially now that the weather is improving!

 

What are you currently watching / reading / listening to?

TA: Unlike everyone else, we haven’t watched Tiger King yet…but we have just finished season one of Fargo on Netflix and I’ve nearly finished reading Stephen King’s 11.22.63, proving to be quite tense near the end!

JK: I am currently reading a book called ‘Everything is f*cked’ by Mark Manson. Whilst it sounds pessimistic, it raises some interesting points about human values and motivation. A timely read for sure.

I am also using the time to listen to sports and fitness podcasts. The Peter Crouch podcast and The High Performance podcast are my current favourites.

Oh, and obviously the Harry Potter audiobooks.

 

Have you learnt or tried anything new?

TA: I love pasta, so when all the panic buying was commencing it meant that we had no pasta. So, I resorted to making my own and after a bit of trial and error it actually ended up being pretty good. I’ve also attempted to make bread during lockdown so my culinary skills are being tested.

JK: As my team know all too well, I have been trying my hand (or fingers) at learning the piano. So far I have mastered ‘Mary had a little lamb’ and have moved on to ‘You’ll never walk alone’. Beethoven’s legacy is safe for now…

 

What’s the first thing you’ll do when lockdown is lifted?

TA: I would like to say go on holiday as we have one booked in June, but I don’t think that’ll be happening. So, we’ll probably just end up seeing family and friends and sitting in a pub garden — hopefully, the weather is still good!

JK: This is something that I have given a lot of thought over the last few weeks. I will get a haircut, go to the gym and then to the pub to catch up with friends over a cold one.

Whiteoaks Team Talk – Session wrap-up

In these times of adjusting to new living and working practices it’s vital that we keep the lines of communication open and keep conversations going. With that in mind, we recently hosted our first Team Talk Session, an informal forum for our clients and businesses we’d like to work with to chat about their PR and marketing experiences. The conversations were structured around two key areas:

• To campaign or not to campaign?
• Social media strategy in an uncertain climate

While each client had different perspectives, everyone agreed that the world is still turning, businesses have to keep going and do what they can to survive. The challenge is in finding a balance between that business-as-usual approach and sensitivity around our current circumstances. For the most part it’s communication and messaging that plays the critical role here.

A softer approach

The general consensus was that the so-called “hard sell” approach had taken a back seat to more authentic conversations, focused on longevity of relationships and helping customers with their current needs. Ultimately, people still want to feel connected; it just means approaching PR and marketing slightly differently.

Participants also said they were focusing more on building / maintaining existing relationships with their clients and less on establishing connections with prospects. However, that’s not to say they are not communicating with them at all.

Overall, communication needs to tick three boxes. It needs to be:

• Authentic / human
• Relevant
• Supportive / empathetic

This also applies to social media. Before the current crisis, social media messaging was aligned to business objectives and target audiences. That hasn’t changed. Instead, just as with other PR and marketing activity, the content priorities and tone have been adapted.

Social media is being consumed more now than ever before and for brands it’s not the time to walk away from social media. The key is to create smart and informed content based on customer need. Many companies are using it to keep both staff and customers up to date and engaged and are actively monitoring social conversations to find ways to engage with audiences to create stronger connections.

Importantly, companies are re-assessing their paid campaigns to ensure the messaging is still relevant.

Try new tactics

We also talked about adjusting our approach — if content, such as video for example, generated in a home office, isn’t professional enough or doesn’t set the required tone, rethink it. In the same way, with so many events and trade shows being placed on hold, organisers have turned to virtual environments to bring people together. Whether this is through a pre-recorded webinar or a live-streamed event, businesses that are using these events as part of their PR and marketing campaigns also need to adjust their approach.

This discussion raised another important question, one that won’t be answered in the near future. That was: what does the future of the events industry look like? Once we come out of lockdown and the country is once again truly open for business, will the appetite for live events still be there? Or will this new virtual approach change the landscape forever?

One element that may sway thinking is the fact that some of our clients that have been participating in these virtual events say that the quality of their lead generation is actually better. On the other hand, it does remain a challenge to balance the conference or keynote discussion activity with networking activity, which is where the real human interaction typically takes place at a show and is arguably some of the most important time spent with audiences.

In it together

The session finished off with us all sharing the virtual activities we are doing to keep staff engaged and motivated, from pub quizzes and bingo, to photo challenges, lunch and learn sessions, and digital drinks.

Our next Team Talk Session is scheduled for w/c 20 April — keep an eye on your inbox and our social feeds to find out more.

As Easter fast approaches, we’re all wondering what to do with ourselves now that the shops are shut, the beaches are a no-go and heading outside is a once-a-day luxury.

But hope is not lost. As we all reach for the TV remote to settle in for a four-day marathon session, leave it to a team of booklovers to prepare the itinerary for a long lockdown weekend. Yes, that’s right – the Whiteoaks content team, affectionately known as the Writers’ Pen, is on hand to fill the weekend with all the things they’re watching, reading and planning to do… indoors.

Hannah

I’m a big TV fan at the best of times, so the current situation is giving me even more time to work my way through different series. I’ve just finished Hunters on Amazon Prime Video, which stars Al Pacino as the head of a group of Nazi hunters in 1970s New York. I loved everything about it – from the fashion and glimpses of retro New York, to the twists and turns and backstories of each of the characters. Next, I’m going to re-watch Spooks on BBC iPlayer. It used to be my favourite programme, so I’m pleased that the BBC has made it and many other older series available online – something I discussed in a recent blog.

I’m also currently reading Queenie by Candice Carty-Williams, I’m about halfway through and really enjoying it. It’s set in and around South London, which is where I’m from so I like that I can picture a lot of the places the main character visits. It’s also a refreshing portrait of being a young woman in today’s society.

Richard

I’ve been listening to even more music than usual in the current lockdown. I’m currently revisiting some of the best tunes of one of my favourite 1980s bands, the Go-Betweens. Their music is very accessible but also blessed with clever, literate lyrics. The compilation Bellavista Terrace is indispensable but all the albums, even those in the 2000s, are well worth listening to also. It is also great to have a chance to do a little more reading for pleasure and I’m currently also pressing on through an excellent history of the Second World War by Anthony Beevor, which I started some time ago. Next on my list is David Goldblatt’s ‘The Game of our Lives’ which is a deconstruction of football in the Premier League era.  On the television front, I’m catching up with ‘Life on Mars’ which I somehow missed first time around but is very funny, imaginative, well-written and well-acted.   

Ollie

I’ll be spending the long lockdown weekend living vicariously through an Antonio Tabucchi novel called Pereira Maintains. I’ve chosen this book because it’s set in Lisbon and I was supposed to spend last weekend in the nearby coastal town of Sesimbra. The novel is about a political awakening and an act of rebellion – not exactly how I would’ve spent my time in Portugal but I’m sure it will make for a gripping read. After the sun’s gone down I’ll be retreating indoors to watch Ozark – one of Netflix’s best creations, in my opinion. I’ll also be racking up the points playing against my girlfriend on Drawize, which is basically a low-grade online version of Pictionary, and competing against my friends in a pub quiz on Houseparty.  

Hugh

I’m trapped in Cornwall for the lockdown, which isn’t a bad thing. Although, a closed pub makes for a monastic experience. I should attack the three-cornered leeks and a bonfire of bay cuttings as part of garden-clearance operations. But I know I’ll bask in the sun reading newspapers, plodding on with Madame Bovary, watching trawlers and netters go out to sea and observing birds. And, the sunny weather has put me in the mood for PG Wodehouse. Let’s hope it lasts… 

Nick

With two young kids demanding to be constantly entertained, the long lockdown weekend requires some serious forward planning to keep everybody happy. Thankfully, in recent weeks I have managed to persuade (gently force) my nine-year-old and four-year-old to try watch the first batch of films Netflix is showing by Japanese animation wizard Studio Ghibli, directed by one of my cultural icons Hayao Miyazaki. I started them off with the wonderful, if completely insane, My Neighbour Totoro. It features a giant ‘cat-bus’ – a large creature, depicted as a grinning, twelve-legged cat with a hollow body that serves as a bus, complete with windows and seats coated with fur. They loved it., In the same manner I’ve successfully got the kids to like my favourite films, ET, Back to the Future, The Goonies, etc. I have also managed to get them to enjoy my favourite classic video games – we are talking Super Mario, Zelda, Mario Party (if you know, you know!) This means the long weekend will also see some quality family gaming time where I get to be Competitive Dad for a few hours.

Ellie

Now, I love nothing more than a Netflix blow-out of a weekend. So, I think I’ll spend my days finishing the Netflix limited series Tiger King (if you haven’t seen it… well. You couldn’t make it up) and continuing with my quest to watch every episode of BBC’s Waterloo Road, which my flatmate and I have been steadily working our way through for the last few months. The acting is questionable but the plotlines (collective gasp) are enough to keep you hooked – and as a die-hard fan of soap operas, it’s fair to say I love a bit of unrealistic drama!

I also received a lovely birthday present last year, which was a book-box containing all the things a bookworm needs to survive in captivity – biscuits, tea and a brilliant thriller. I’m planning to lose myself in the twists and turns of The Fear by C. L. Taylor, and if I finish that, I’ll probably dig out my old favourite – Big Little Lies by Liane Moriarty. This is a novel I already know back to front but what can I say – when a book is that good, it’s worth rereading time and again.

And if I should have the energy after all that, I’ll break out my workout DVDs and irritate my neighbours downstairs by star-jumping repeatedly on the spot. Got to work off those biscuits in time for summer!

 

 

Now entering our third week of ‘lockdown’ in the UK many of us have become more reliant on tech for keeping us entertained, educated, caring for our well-being, keeping us fit and helping us work from home.

In this blog I’ll share my top 5 pieces of tech I’ve been using to help adapt to life and working from home in quarantine.

1. Zoom

The Whiteoaks team has been regularly using Zoom, the conferencing tool which has to no surprise soared in popularity recently, receiving over 62 million downloads during one week in March —  this being up a massive 90% on their downloads average in 2019. The video conference app has been great in allowing me to chat to my team, keep in touch with clients and even take part in the first Whiteoaks virtual pub quiz, which has been great for team spirit and morale!

2. Netflix

Netflix has been a popular ‘go to’ for me and many others if there isn’t anything good on TV to keep me entertained in the evening. So far, I’ve binge watched the whole of Tiger King, re-watched crime series including Marcella and Luther and watched a variety of films. Netflix has also introduced a new chrome extension called ‘Netflix Party’ which allows you to watch shows with your friends and family. If you’re struggling for what to watch next Forbes has created a list.

3. Duolingo

Duolingo is a language learning app that I’d recommend. It’s been helping me to pass the time as I’ve been brushing up on my Spanish skills. The app uses gamification to add a bit more of a fun element to the learning and is quite simple and effective to use.

4. YouTube

YouTube has been another popular form of entertainment for me, from playlists to keep me motivated, to home fitness workouts. Videos from the likes of Joe Wicks have been massively popular, as he received over 1.2 million new subscribers in one week while he has been hosting PE lessons through the platform for children being schooled from home.

5. WhatsApp

Finally, while WhatsApp is a regular app for me, I’ve increased my use of the video function to have regular catch-ups with my friends and family. Instead of the various things we’ve had planned to do we’ve made sure we take the time out to spend virtual time together.

We’re lucky that there is such a wide variety of technology to suit our personal preferences and to make life a little bit easier during this challenging time. Tech isn’t just helping us as individuals – but businesses and wider society too, a topic covered in a blog drafted by our CEO.

Moving forward, what new virtual avenues will you be exploring?

Brands the world over are putting corporate social responsibility to the fore and using their influence to help reinforce the messaging around the Corona crisis. From factual messages about C-19 on sites like YouTube, Google and Spotify to stem the tide of misinformation, to Nike and its “Play inside, play for the world” adverts, and Audi separating the rings of its logo to show social distancing.

Lending a hand

It doesn’t stop with messaging. A number of new initiatives have sprung up seemingly overnight, including Meals for the NHS, a fast-expanding service in London that is raising money and using local restaurants to feed NHS staff for free. Co-founded by tech entrepreneur Alick Varma, the initiative has already raised more than £200,000 and is delivering hot meals to 17 hospitals across London.

Then there’s the unlikely parallel between hand sanitiser and enjoying a cocktail after work;  European breweries and distilleries, including BrewDog and Leith Gin are using their production sites to manufacture hand sanitiser to help markets cope with demand.

Global brands like Amazon, Alibaba, Facebook and Microsoft have donated millions of dollars, and vital equipment such as testing kits and protective gear.

Support across the board

While kindness, altruism and community spirit are certainly driving this social good, it is all being supported and facilitated in many ways by technology. Existing platforms and software are adapting to the new state of normal and trying to make remote working and remote teaching as effective as possible.

Zoom, for example, is helping remote learning by removing the 40-minute meeting limit on the free version of its accounts for schools in the US. It’s also created a list of tips to help teachers get the most out of the features of the software.

In the UK, Vodafone is offering 500,000 of its pay monthly customers 30 days of unlimited data, Virgin is giving some users an extra 10GB of data. With many worried about connectivity with the massive surge of home workers, Netflix and YouTube are reducing streaming quality to reduce the load on the network.

We’re seeing this same approach from our clients. Cyber security firm Bridewell Consulting is offering free IT health checks to organisations in healthcare and critical sectors, while ManageEngine is offering free, fully functional licences for its Secure Remote Access Toolkit that can help IT teams run their infrastructure and data centre operations safely.

Tech for good

Of course, there is more being done than just helping us live and work as “normal” as possible. Tech giants and innovators, like Dyson, Tesla, Airbus and Siemens, are working to manufacture and deliver thousands of ventilators to the NHS. Mercedes F1, working with engineers and clinicians from University College London, has even developed a breathing aid that can help patients in wards without them having to go to intensive care, freeing up resources while delivering the care they need. The Continuous Positive Airway Pressure (CPAP) devices provide a middle ground between an oxygen mask and full ventilation, with the latter requiring sedation and an invasive procedure.

Moving forward

This cohesion in trying times shows what we’re capable of as communities, as nations and most of all, as human beings. The examples of individuals, communities and brands working together to do good are almost endless and will certainly continue.

This new operating environment could well be the new norm for business. But importantly, moving forward it will be about achieving a balance between what works for society and what works for business.

For now, with all this good will and technology in support, it’s gratifying to know that big or small, businesses are making a difference.

With a quarter of the world’s population currently on ‘lockdown’, many of us are more reliant on broadcasters to inform, educate and entertain us than ever before. However, like most businesses, these organisations are feeling the pressure as they are forced to adapt under these unprecedented circumstances to cater to different audiences and fill the void left by unexpected disruption to their usual schedules.

But, like the rest of us, broadcasters are taking the unexpected turn of events in their stride and adapting creatively to continue providing services which have become invaluable to most. While there are certainly some challenges currently facing the industry, we take a look to see how they’re overcoming them to ensure we can all still get our sport fixes, binge watch boxsets and keep the children entertained!

• Content libraries making up for reduced outputs

As the production of soaps has come to a halt, this has led to a reduction in the number of weekly instalments of the likes of Eastenders and Coronation Street. The absence of live sports has left a space, not only in the lives of sports fans, but also in the TV guide, so many broadcasters are turning to archive content to plug the gaps.

Broadcasters have built up significant amounts of content over the years, and this is proving a great opportunity to maximise it. The BBC, for example, is ensuring it still entertains the nation by re-running classics like Gavin and Stacey, while fans of period dramas can enjoy re-watching Great Expectations and Pride & Prejudice.

The broadcaster is also making more of its video library available on BBC iPlayer so viewers can stream whatever takes their fancy, while it’s focusing more programming on news, education, fitness and religion to keep people informed and active.

Similarly, sports broadcasters like BT Sport are showing extended highlights of matches and replays to continue to provide value for their audiences, most of whom will have paid for access to the channels.

• Lowering quality to cope with increased demand

Streaming on platforms such as Netflix has hit an all-time high. This has resulted in some over-the-top (OTT) providers, including the newly launched Disney+, reducing video download quality across Europe. This initiative has helped to reduce pressure on the continent’s internet bandwidth, while also ensuring that everybody can still stream content.

• Using alternative platforms to reach new audiences

Although they’re not technically broadcasters, over the last week, we’ve seen a growing number of social media influencers using Instagram or YouTube to broadcast everything from live workouts to cook-alongs. For instance, Joe Wicks, otherwise known as The Body Coach, is using his YouTube channel to run virtual ‘PE lessons’ for children who are no longer at school. So far, these videos have proved wildly popular, being viewed a staggering six million times.

There’s no doubt that these are uncertain times, however, it’s cheering to see broadcasters doing so much to ensure that audiences can continue to access much-needed entertainment and information despite facing disruption to their services.

Let us know what you’ve been watching so far during the ‘lockdown’.

There has been much debate in the PR industry about measurement — mainly because measuring earned communications success has always been complex and often has an indirect influence on a brand when compared with other marketing activities.

Businesses operate in an increasingly challenging environment. Today’s savvy senior executives rightly want to know the business impact a campaign has had and not how many clippings the PR team has delivered.

Measurement is not a myth

First and foremost, campaign success and business impact can absolutely be measured. However, it is important to recognise that it also needs commitment and support from the client to ensure an agency has access to the right tools and information required to complete the analysis. In some cases, this may require an additional investment in fees or third-party costs to deliver the desired analysis. But it’s about being clear about what you are trying to show and importantly how that data is going to be used.

A case in point is our collaboration with Omnico Group; together we identified that our integrated campaign generated £12 million in qualified sales leads. This was achieved by putting the right tracking mechanisms in place across each communication channel (earned, owned, paid, etc.) to highlight the return on investment (which actually didn’t need additional investment just effective collaboration with the client).

Download: Omnico Group case study

Introducing Whiteoaks Insights

Our measurement approach has always been valued by our clients and was highlighted in our recent client satisfaction survey which found that 89% of our clients were happy with our reporting, measurement and evaluation service, However, with the growth in data and reporting tools, there is still the need to evolve in this area.

Today, we are officially launching Whiteoaks Insights which is a dedicated brand for our research, measurement and evaluation services which can be utilised throughout the campaign lifecycle.

Our 360 Framework uses Whiteoaks Insights as standard to identify the business objectives, define the target audiences and create the right positioning and audience-centric messaging before the tactical plan is developed to ensure each campaign meets the broader business objectives.

Clients benefit from using Whiteoaks Insights services by gaining exclusive insights to inform communications strategy, including brand perception analysis, audience-driven intelligence and competitor analysis before embarking on a campaign.

Data-driven research can also provide a valuable role within a campaign creating compelling content and strong news hooks to drive brand visibility and audience engagement.  Finally, Whiteoaks Insights can be used post campaign implementation to evaluate brand perception change and audience advocacy.

Related: Generating Leads: Proving Communications Worth With Marketing Automation

Measurement as Standard

Measurement has always been at the heart of our approach to PR. Since 1999 we have offered clients tangible results with set performance commitments and formal service level agreements and measurement continues to be a critical part of our mission and vision.

In fact, our approach to campaign reporting is audience-centric and looks at visibility, engagement and impact of the campaign on the target audience to ensure we continue to demonstrate the value and role of PR for B2B businesses today.

If you are interested in hearing more about our Whiteoaks Insights services, please contact us here.

The media has had no shortage of high interest stories to cover this year. First there was the dreaded ‘B’ word, now we’ve moved on to the ‘C’ word. Coronavirus — obviously. When it comes to global viral outbreaks it would appear that, rightly or wrongly, the world has gone into panic mode, fuelled by sensationalist headlines and a distortion of the facts.

Governments and authorities need to communicate factual information, but as with any sharing of information the facts often get skewed and distorted in a game of social media Chinese whispers. The result is high volumes of ‘fake news’ causing unnecessary fear and a frustrating shortage of pasta and toilet roll in supermarkets across the UK.

It’s not just official sources and the media that need to be careful with how communication is handled throughout the pandemic. Organisations that find themselves affected in one way or another also need to pay particular attention to their communications plan in order to be effective without unduly causing concern or finding themselves in the centre of a PR nightmare.

So how can a knowledge of crisis communications benefit organisations impacted by Coronavirus? Here is a guide of how to communicate effectively and appropriately during this highly sensitive time:

• Be prepared: Being prepared is key; you want to control the narrative in any situation rather than let people come up with their own, so make sure you have a team and a plan in place well in advance. If your organisation does become affected by Coronavirus in any way then being prepared will enable you to act quickly and proactively. Tell people the steps you are taking to resolve any issues.
• Be empathetic and caring in your tone: If staff, customers, partners or end users are impacted then be empathetic to their predicament. Share as much information as you can as quickly as and regularly as you can. Again, showing that you are taking proactive steps to resolve the issue (where possible) will help.
• Make sure your information is accurate: It may seem obvious, but before you say anything be confident that what you’re saying is factual and accurate. Do not speculate and ensure all spokespeople are media trained and singing from the same hymn sheet.
• Don’t pretend to know everything: If you aren’t a medical professional don’t try to be! There is so much still unknown about Coronavirus that you could end up damaging trust in your brand and the credibility of the company if you try to fill in the blanks. However, you should know exactly what your organisation is doing and be able to articulate it clearly and concisely.
• Seek advice: Perfecting the balance between being caring and being ‘expert’ is a tough line to tread, and it’s even more important when the topic is so emotionally charged. Getting it wrong could not only damage the reputation of your organisation but it could add fuel to a fire that is already spreading pretty quickly. A good PR agency with a strong background in crisis communications will be able to advise you and guide you throughout the process.

Stay safe, stay calm and please remember to wash your hands!