COVID-19 has redefined and continues to transform the way we work, PR and communications practitioners must adapt to accommodate for the changing narratives that the pandemic has brought about. Unlike many industries, the communications sector has continued to grow as corporates seek to communicate more effectively in a remote setting both internally and externally. Demand for agency work has also surged as companies look to downsize large marketing and advertising budgets and maximize smaller budgets.
Yet, the name of the game has changed substantially. This year has been defined by Internal and Change Communications as well as corporate communications that connect with consumers in a more personal way, to help fill the disconnect that social distancing and global lockdowns have created.
This year the communications and PR scene has really shifted focus. If I were to sum up the big themes of the industry in 2020, they would be: reassure, reconnect and reroute.
Reassure
For a lot of corporates internal communications has driven 2020, but it is no longer enough to simply inform by cascading messaging from top and middle management, to associates.
Now, more than ever, employees are seeking guidance and assurance from management regarding their job security and support in dealing with what could be an extended remote working experience.
Internal communications have had to adapt fast, with greater focus on emotional well-being. Use of social media, own media and internal messaging and communication platforms are becoming increasingly popular. This year, we have seen several companies roll-out dedicated mental and emotional wellness communication programs that focus on checking-in with employees to ensure that associates do not become too isolated or demotivated.
Reconnect
Like employees, consumers are also looking to brands for consistency. In the face of so much external change, customers want to know that the brands they love will remain the same. This year this type of communication has largely been shaped by reconnecting with consumers through common goals and experiences, but also through nostalgia as well. What we have seen, is that corporates have by and large taken one of two communications routes. Either the we are all in this together you can rely on us, kind of approach or the classic better times approach, where corporates communicate a solid history of trust and reaffirm their commitment to the market and their customers.
Reroute
Perhaps one of the biggest factors in deciding whether corporates have communicated successfully this year, has been the ability to adapt and reroute. We saw right at the beginning of the pandemic many corporates very quickly looked for ways to overcome the challenges of social distancing and reduction in the physical retail purchases. For some companies it was translated through simple but clever tweaks to corporate identity or a greater drive towards e-commerce, but for all, we have seen a much larger drive towards the corporate use of social media platforms. During lockdown, there was a massive surge in social media usage and because of this there was just a natural growth of digital marketing and communications. The role of influencers and emerging digital platforms such as TikTok has continued to surge as, corporates look to reach the masses in new and creative ways.
So, what does this mean for the industry? It is evident that there is a shift from a sole emphasis on sales towards a more comprehensive approach that acknowledges the importance of building, nurturing, and preserving brand loyalty and affinity.
Now, amidst a global economic downturn and a surge in unemployment, brands have come to the realization that they must adopt a long-term perspective rather than solely focusing on immediate sales. This recognition is more crucial than ever before.