PR giants Edelman and Sard Verbinnen are getting a boost as clients scramble to react to the coronavirus pandemic

• Crisis public relations is seeing a windfall from the coronavirus pandemic as clients seek help communicating with remote workers, promoting their charitable efforts, and planning for a recovery.
• Edelman said it's seen a "very significant uptick" in demand for crisis work, while FleishmanHillard has started a whole new practice to help with coronavirus-related issues.
• Insiders are mixed on whether the coronavirus bump will last, though.
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The coronavirus pandemic has decimated swaths of the economy, but top public relations firms from Edelman to FleishmanHillard couldn't be busier as clients run to them for help navigating the crisis.

Harlan Loeb, global chair of crisis and reputation risk at Edelman, said he's seen a "very significant uptick in demand for crisis work."

Omnicom's FleishmanHillard launched a practice to help clients responding to COVID-19 and planning for a future after the pandemic clears.

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Clients are seeking help communicating with employees and planning for a recovery

Brands are running to PR firms as they reshuffle their priorities to support their communities, employees and customers..

Marc Minardo, MD and leader of digital comms at Sard Verbinnen & Co., said the firm is helping clients communicate with their now-remote workforces and preparing CEOs for meetings with the White House's Coronavirus Task Force.

They're also advising brands on what to do next. Brunswick Group partner Jonathan Doorley said CEOs need to build trust with their employees, customers, regulators, and shareholders during the road to recovery.

"Now that we're past the initial flurry of communications, we're helping clients think a little longer term about the impact, how they need to adjust their business, and how they're going to lend a hand to those in need," Minardo said.

On the flip side, corporations need to avoid looking like they're capitalizing on a desperate situation.

"Crisis abhors a vacuum: who's stepping in?" said Richard Levick, CEO of Washington, DC-based Levick. "We'll see stories over who helped and who didn't."

The business uptick may be short-lived, though

It's been a fruitful time generally for crisis wranglers, as their clients face increasing social and shareholder activism, cybersecurity attacks, a changing regulatory environment and the #MeToo era. The PR industry grew by more than 10% between 2015 and 2019 to a $15.5 billion industry, according to PRovokemedia.

Insiders had mixed views on whether the current pandemic would help the industry long-term, though. PR firms may see an uptick in business from companies needing help communicating layoffs and the stimulus package, but other clients will pull back on spending for consulting firms, including crisis.

"For every client you're reducing or losing, you're adding a new client or increasing the revenue for a current client," said one public affairs CEO, speaking anonymously.

Levick cut its full-year revenue growth forecast despite having an uptick in business last month, and is hoping to end the year flat, Levick said.

"If this lasts months and months, it will impact everyone and everything," Levick said. "Companies will care less about reputation because it's more about survival."

However, Levick said business could see another unexpected bump. For example, AIG hired Levick during the 2008-09 recession, lifting its revenue above the industry average.

Josh Galper, who co-founded crisis firm Trident DMG with Lanny Davis, the former White House Special Counsel during the Clinton administration, expressed confidence that clients would continue to require their services after the crisis ends.

"It's a frothy environment for crisis communications firms, and they'll come out ahead," Galper said.

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