How To Communicate In The Conoravirus Era
Dora Nikols (pictured below) is a PR and social purpose specialist who runs Social Mission and consults to agencies and corporate clients to create initiatives and communications that brings a companies social purpose to life. In this guest post, Nikols says rather than go into lockdown, now’s the time for brands to be yelling their messages loud and clear…
We are living through some challenging times as the coronavirus epidemic has grounded not only many companies but planet earth. Every one of us has had to stop and think, reflect and in many ways, develop. Health and safety have risen to the top of our priority list with a renewed focus on being more caring, compassionate and community-focused in a new world that dictates social distancing.
Our isolation has forced us to reflect on what is valuable in our lives and what our purpose is. This rediscovered sense of self and a newfound appreciation for the world around us means companies will also need to reconsider how they operate and communicate both during and after the coronavirus.
To try and understand and even attempt to navigate this new market terrain, many companies have scrambled to conduct market research. In the ‘Brand trust and the coronavirus pandemic’ report, Edelman found that 81% of people believe confidence in a brand to do what’s right is a deciding factor in their brand buying decision.
While the ‘Covid-19 Tracker Insights for a time of crisis’ report by Porter-Novelli found that 77% of people believe companies must make decisions that are in the interest of the broader community. In this moment of global need people are watching, and the companies that will thrive will be the ones that were of service to individuals, society and the environment during this epidemic.
The Porter-Novelli study went on to find 71% people feel better about companies that publicly announce what they are doing in response to the pandemic. While 75% say, they will remember which companies stepped up to provide coronavirus support when this is all over.
So now is the time to think about how you will support the health and wellbeing of employees? What products, services and resources can you deploy in service of the community? How can you contribute to society in a powerful and meaningful way? How can you be more conscious and purpose-driven in how you operate and communicate?
Right now, we need to navigate a new norm and acknowledge that we are all in this together. To do this, we need to be more conscious of how we communicate and act during the coronavirus crisis following these critical steps:-
- Create a coronavirus crisis team –
Swiftly establish a ‘coronavirus crisis team’ consisting of senior executives and department heads, including the CEO, human resources and public relations to monitor the crisis and develop communication protocols and messaging. - CEO to be vocal and visual –
The CEO needs to show leadership and compassion to ensure staff are healthy, motivated and engaged. By using Zoom to share how the company is handling the virus and what extra steps they are taking to support staff. For example; Aldi in the UK is offering staff a 10 per cent bonus for working through the coronavirus outbreak. While corporate CEOs are taking voluntary pay cuts including Qantas CEO Alan Joyce - Focus on your social purpose –
All PR, social media and marketing interactions should be meaningful by only focusing on the company’s social mission. Messages should only include their commitment to the community, employees, consumers and the environment. For example; Woolworths is using their marketing voice to announce an exclusive shopping hour for seniors and people with a disability. - Support the community –
Companies should put their social purpose into action by making in-kind donations to support our healthcare workers and people affected by the coronavirus. For example; McDonald’s is giving healthcare workers free coffee, Johnson & Johnson is donating millions of masks while Crocs is giving healthcare workers free shoes. - Be prepared for media Inquiries –
It is vital to prepare for media inquiries, which requires several critical steps, including anticipating difficult questions; developing factual messaging that conveys empathy, transparency, and concern; establishing and media training a company spokesperson; and monitoring social and other media commentary.
Please login with linkedin to comment
Dora NikolsLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.