Communications in the Corona Era
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The document emphasizes the need for businesses to adapt their communication strategies during the COVID-19 pandemic, focusing on community support and emotional well-being rather than traditional marketing tactics. It highlights the shifts in consumer behavior, the importance of staying connected, and the necessity of leadership during crises. Additionally, it calls for brands to reinforce their values, maintain engagement, and provide useful content to foster loyalty amidst the challenges posed by the pandemic.
Communications in the Corona Era
- 1. COMMS IN THE CORONA ERA A brief proposal
- 2. We are all part of the new reality. A reality that is shifting behaviors and lifestyles in an unprecedented way, and thus reshaping all aspects of communications. As is highlighted through various reports and white papers like the 2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus, which questioned 10,000 responders in ten Covid-19 affected countries, leaders must take action in various new and unknown fields in order to tackle whats coming. During this time, it is essential to focus on the general good and not on narrow-minded product promotions. We need to enforce our narratives and support those in need. Re-evaluate our storytelling and focus on how to be helpful in this time of need. Content production will change, above the line should work as a medium for help and not promotion, support channels and psychological lifts will have become the norm. Things will change, but we will adapt. We can do it together as one.
- 3. November 2019: we enjoyed a great episode of the Explained Docuseries on Netflix, called The Next Pandemic
- 4. January 2020: a new great Docuseries called Pandemic appeared. A new virus started spreading in China. (Too far for us Europeans, right?)
- 5. March 2020: Pandemic is our new reality Photo by油bruce mars油on油Unsplash
- 6. The world now seems like it is inspired by a Stephen King novel, and is consumed with uncertainty. Peopleconsumers, business people of all stripesare in a fog, apprehensive for their jobs, for their lives, for the future. Photo by油Jim Abbring油on油Unsplash
- 7. Lets take a look at Maslows Pyramid of Needs Self Actualisation Importance Belonging Security Survival (physiological needs: air, water, food, shelter, sleep, clothing, reproduction) (personal security, employment, resources, health, property) (sense of connection, friends, family, intimacy) (respect, self esteem, status recognition, strength, freedom) (desire to become the most that one can be)
- 8. The foundation is at risk Self Actualisation Importance Belonging Security Survival (personal security, employment, resources, health, property) (sense of connection, friends, family, intimacy) (respect, self esteem, status recognition, strength, freedom) (desire to become the most that one can be) (physiological needs: air, water, food, shelter, sleep, clothing, reproduction)
- 9. Maslow argued that the failure to have needs met at various stages of the hierarchy (putting aside survival) could lead to mental instability, depression or extreme stress. Photo by油Kyle Glenn油on油Unsplash
- 10. It is easy to conclude that fear and panic is by no means a plausible tactic. *2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus *74% Worry that there is a lot of fake news and false information being spread about the virus
- 11. What can/need we do? This is where you (and we) come in the picture. Photo by油James Pond油on油Unsplash
- 12. Survival (physiological needs: air, water, food, shelter, sleep, clothing, reproduction) Self Actualisation Importance Belonging Security (personal security, employment, resources, health, property) (sense of connection, friends, family, intimacy) (respect, self esteem, status recognition, strength, freedom) (desire to become the most that one can be) Survival & Security the first needs the government is trying to stabilize
- 13. Work together as a team and provide reassurance to the new generation of people in need. *2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus *78% Businesses have a responsibility to ensure their employees are protected from the virus in the workplace and that employees do not spread the virus into community
- 14. Changes to daily life are universal. We should grapple with them without departing from our mission in the market. Photo by油Random Institute油on油Unsplash
- 15. Tactics Photo by油Dhaya Eddine Bentaleb油on油Unsplash
- 16. Doing the small things Support delivery services Going door to door to help those in need Photo by油L N油on油Unsplash
- 17. Doing the big things Support to smaller/local companies (technology, infrastructure, consulting) Donations that make an immediate and lasting positive impact
- 18. Survival (physiological needs: air, water, food, shelter, sleep, clothing, reproduction) Self Actualisation Importance Belonging Security (personal security, employment, resources, health, property) (sense of connection, friends, family, intimacy) (respect, self esteem, status recognition, strength, freedom) (desire to become the most that one can be)Belonging As consumers become more and more isolated physically, social media have to shoulder the worlds information & communication needs
- 19. Social Media usage is shifting. People return to Facebook (& Twitter). According to our data, Organic Reach of Brand Pages we manage is skyrocketing to even +190%. #lifeathome and #quarantinelife are trending and challenges with billions of participants are being created by the minute. Photo by油Sara Kurfe油on油Unsplash
- 20. Think long-term Remain in touch with customers And keep building the brand t is rather difficult to try and reignite the fire later, right? Photo by油Elena Koycheva油on油Unsplash
- 21. Even if we end up in a Shut-In economy, consumers do not magically disappear. They are just forming new communities striving to satisfy their social needs.
- 22. How, you ask? Photo by油chester wade油on油Unsplash
- 23. Be present More than ever a layer of cultural cognizance is needed. Of course, we should promote our beautiful products, but we should do it within the context of whats happening in the world, acknowledging the moment that were in is crucial. Photo by油alex bracken油on油Unsplash
- 24. Keep the brand light burning Communicating brand identity and values remains important, especially in the face of crisis. We should use our brands purpose to embrace the current situation, share our voice and well have the chance to come out of the crisis strong and worshiped. Photo by油Austin Chan油on油Unsplash
- 25. e-ntertain & e-ducate Consumers are at home, so their time spent with video has dramatically increased. This is the point where branded Youtube Docuseries come to play. Depending on the brand, series about nutrition, exercise, health, movies, creative activities for children at home can be created. Photo by油YTCount油on油Unsplash
- 26. ecome a storyteller en masse As medium and larger events will be postponed, the small and effective digital events, that pass messages dynamically, are coming to thrive. Live streaming from every channel possible enhances new forms of communication. Photo by油Dose Media油on油Unsplash
- 27. Be fun, not funny Theres nothing funny about a pandemic, but theres no reason to frighten people as well. What we can really do is give positive reinforcement with fun posts or useful information that will actually help our audience spend their time at home as happy and fulfilled as possible. Photo by油Jasmin Sessler油on油Unsplash
- 28. Build a community In social distancing times like these, community is more important than ever. All the self-isolators around the globe are trying to come up with fun ways to spend some time interacting with others. Either we want to create a fun challenge or a platform where people will be able to share their self-quarantine moments, our gain is one: brand loyalty. Photo by油Clark Tibbs油on油Unsplash
- 29. Speed the wheel While the world is in awe about how to deal with the pandemic reality, brands have to speed up their communication reflexes. Listen, understand, adapt, in a high-speed mode is the new norm in order to adjust to the everyday changes, while being interestingly relevant. The road ahead is uncharted and the only way not to fall is to keep pedalling. Photo by油Maico Amorim油on油Unsplash
- 30. Reinvent how we do things Everything that used to happen everywhere, only happens at home now. Finding a way to fit in peoples everyday activities and becoming part of this staying at home condition, could increase the amount of our products consumption. Photo by油Jeff Sheldon油on油Unsplash
- 31. Photo by油Scheier .hr油on油Unsplash Staying at Home can drive up TV viewing 60% or more, according to Nielsen
- 32. Use Advertising TV time to empower the message of cause and community Photo by油Creedi Zhong油on油Unsplash
- 33. Lifestyle category is affected more than any other. People turn to experts for advice since there is only one lifestyle, the Corona one. Photo by油kevin laminto油on油Unsplash
- 34. Scientists and MDs are the most trusted, along with WHO and CDC officials (scores range between 68% 83%). There is also a reliance on a person like yourself (63%). Government officials and journalists are at the bottom of the rank, at under 50% trust. *2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus
- 35. Survival (physiological needs: air, water, food, shelter, sleep, clothing, reproduction) Self Actualisation Importance Belonging Security (personal security, employment, resources, health, property) (sense of connection, friends, family, intimacy) (respect, self esteem, status recognition, strength, freedom) (desire to become the most that one can be) Self Actualisation & Importance Employees need you and you need them
- 36. In such times of need, people tend to seek leadership Photo by油Markus Spiske油on油Unsplash
- 37. *2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus After health authorities, employers most trusted to respond effectively
- 38. Take care of your people. Go overboard in giving them time and space to emotionally react and recover. Provide them with information, tools and work closely with them. *2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus *62% Majority trust employers to take responsible action
- 40. We pride ourselves on being a truly digital and ready to work from anywhere team for many years. We havent tested it till this past week though. Weve been collaborating from various locations due to business travels, having multiple locations on two countries with common resources for creative, handling tasks remotely while on production sets, photoshoots, etc. But we never had everybody working from home. Our role is to keep the motivation going although so far I think we are not needed since the random channel on slack is thriving since it took the part of the watercooler chit chat and fun. Ad agencies are notorious for having people with a sense of humor and these days Im constantly reminded of it.
- 42. Wrap Up Photo by油Anna Franques油on油Unsplash
- 43. Communication never stops. Even during periods of crisis, humans are able to put up with most things. Or at least adapt, and live around them. This is why our message still has to get out. For the sake of all, lets turn our neurotic fear into wisdom fear. Eventually, those that roll with the punches and adapt will come out on top. Not only strong, but stronger.
- 44. THANK YOU CONTACT US 13, Miltiadou Str. 15232 Chalandri, Athens, Greece +30 210 6899 500 info@wearerecipe.com