The public relations storm that came from the COVID-19 outbreak put brands and businesses around the world into completely uncharted territory. Businesses not only had to navigate how, and when, to close their doors and terminate services in the wake of the rapidly progressing virus, but figure out how to handle an influx of customer service inquiries, employee concern, and public image. It’s a lot to take on, but some brands managed to do it particularly well, navigating the murky waters of a global pandemic with apparent ease in a way that sets a precedent for other brands in the future.

It’s likely that these companies realized early on that consumers would remember which brands treated their employees and customers well during this time. It’s also just as likely that they put their empathy forward when strategizing how to handle the disaster. Either way, it worked out. We crowd sourced these businesses from social media, where we asked our followers which brands they thought were doing a good (and bad) job in the wake of this crisis. This is the list they came up with.