Communicating Effectively in a Coronavirus/ Pandemic Crisis Situation

Posted by Jim Matuga

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Apr 2, 2020 10:00:22 AM

A case study for WV Caring and InnerAction Media


InnerAction Media (IAM) wanted to make a recommendation that the CEO of WV Caring address the West Virginia hospice organization’s constituents, including caregivers and families of their hospice patients, hospital personnel, employees and the general public. IAM wanted to feature the CEO - Sonia Bailey-Gibson, on camera, as she is very genuine, empathetic and caring. IAM wanted to develop an encouraging, informative video that positioned Sonia and the entire organization in a leadership role as the organization deals with the COVID-19 / CORONAVIRUS pandemic.  

Ready to start communicating to your clients, staff and the community regarding COVID-19? We are here to help.



WV Caring CEO, Sonia Bailey-Gibson


IAM typically produces high-quality video messages featuring the people and heroes of WV Caring - their patients and families. These are done following a very intentional brand story process. Usually, the videos are produced in advance in controlled environments. Most of the time, the productions are done indoors. 

Therein lies the problem. With most companies not operating in West Virginia due to our governor’s “Stay at Home” order, our IAM team members have been working remotely since March 19, 2020. And having a video shoot in their indoor production studio wasn’t a good idea in light of the contagious nature of COVID-19. However, we thought if we could use the notions of “assess what we have and help people,” we could come up with a solution.



Properly equipped Canon C-100 


Backdrop, multi-point light kit (Kino Diva’s)


Properly equipped Canon C-100 


Properly equipped Canon C-100 & backdrop

IAM realized that attached to their building was a recently remodeled covered porch. The porch could be repurposed as a “makeshift” outdoor video production studio - complete with backdrop, multi-point light kit (Kino Diva’s) properly equipped Canon C-100 and teleprompter. We were set! We achieved all of this while maintaining our “social distancing” recommendation of six feet. 

All equipment was frequently wiped down with Clorox disinfectant wipes and ample hand sanitizer was provided and used by all participants on set.




The video concept was pitched to the CEO on Thursday, March 26, 2020. The script was written and finalized Friday, March 27, 2020. The video was shot on Monday, March 30, 2020, at noon. The final edit was sent to the client and approved Wednesday, April 1, 2020. The video was then published the same day on numerous media channels, including: on their website under the special COVID-19 / CORONAVIRUS section, Facebook, Twitter and used in multiple-segmented email lists as well.  


By proactively understanding the client's need and assessing what we have and helping people, IAM was able to deliver a meaningful, genuine, informative message from the CEO of a major healthcare provider - at a time when their audience needed to hear it most from a leadership voice amid a sea of noise.   

Ready to start communicating to your clients, staff and the community regarding COVID-19? We are here to help.



Jim Matuga

Written by Jim Matuga

Jim graduated from the Perley Isaac Reed School of Journalism at West Virginia University with a bachelor's degree in advertising and is a 31 year resident of Morgantown, W.Va. He has extensive experience in leadership positions with media companies in newspaper, television, cable, direct mail, radio and web. Jim is 52 years old and is involved with the Morgantown Area Chamber of Commerce, PACE Enterprises, Rotary Club of Morgantown, West Virginia BASS Federation and the West Virginia Miracle League.

Topics: COVID-19