The world has changed. That is beyond question. The Covid-19 pandemic has affected all businesses and the way we communicate. Communication and marketing agencies have not been immune and have had to reinvent their approaches.
During a crisis, alarm bells ring, and there is room for crisis communication at a time when companies believe that communication can either aggravate the situation or serve as a business enabler. While this crisis is unfolding, we have to think about post-Covid-19 communication. It is essential to be as well prepared as possible, to look at the market, to be informed about it, and to analyze cases from other countries that have gone through the same thing before us.
Together with Edelman, we analyzed the Italian case during the crisis to glean some essential information from what happened and how this will affect the future of brand communication.
According to studies, in Italy:
- 1 in 3 people tried a new brand thanks to their appreciation of an innovative approach or the empathy created by the way that brand communicated during the pandemic.
- 69% of consumers lost confidence in brands that put profit before people.
- 30% of respondents increased their consumption of information.
- 10% reveal their intention to devote more time to consuming more news once the pandemic is over, in order to be better informed.
- 92% retain the idea that brands should do everything possible to protect the health and well-being of their employees and partners
These insights drawn from public opinion allow us to envision post-pandemic communication that is different from what we have had until now. Whether you are a marketing agencyting digital, agência de comunicação ou de assessoria de imprensa, há que ter em conta o novo paradigma.
9 tips for communicating in the post-COVID era
Below are nine essential points for companies that want to quickly adapt to post-COVID communication and structure their communication to the so-called “new normal.”
1. The Role of Branding – There is no restart without trust
Companies will have to drive the restart of the economy and their businesses, and now is the time. They must present an integrated approach and follow the maxim: Evolve, Promote, Protect. The goal is to build sustainable long-term trust so that they are always prepared for any market situation.
2. Audience – Oops, I lost my audience
Consumers are changing their attitudes, opinions, and habits. New social tensions are emerging. We must rediscover our audience and adjust our communication strategies so we don’t lose our target audience.
3. Positioning – Sorry, I’m sitting here
Yesterday’s leaders may well be tomorrow’s post-pandemic followers. Companies must quickly check and test their positioning, putting their goals to the test. And then structure the way forward.
4. Narrative – Give us hope again
From storytelling to storydoing: we must build a cohesive narrative to solve (not sell), one that conveys a sense of courage and collective hope… but in a gradual and responsible way.
5. Language – Shall we be optimistic?
Major disasters and natural disasters transform language and even the collective imagination. We must review and adapt our vocabulary, paying attention to our imagery and tone of voice.
6. The role of the CEO – I am the CEO, the Chief Empathy Officer
CEOs and members of the Board of Directors are the spokespersons for their companies. As such, they must communicate internally with the utmost empathy and authority. In this way, they develop the ability to face the unknown, increasing the confidence of their human resources.
7. Reimagine earned media – News: it’s a lot to deal with!
Data, information, practical advice, local initiatives: develop a concrete and personalized narrative to gain relationships, not just visibility.
8. Experience – Remote events
Look at the company’s core experience. Plan events that integrate new and innovative ways of combining live and digital components so as not to lose the three-dimensional relationship with participants.
9. The crisis – What if it returns?
The crisis is no longer just a reactive management issue, but rather a mindset and an integral part of strategy: companies must plan based on their trust capital and be ready for each phase of restarting.
Communication is increasingly important
These are just a few examples of the paradigm shift in the market. Strategies must be evaluated. You must increase the importance of digital communication, take care of your website’s web design, have good social media management, carry out hard work on digital SEO and search engine presence – all of which are made possible with an effective content marketing and press relations strategy.
This is EDC’s commitment, and we are at your disposal to help.
You can count on us.
