The Role Of Communications Strategies In Emerging From COVID-19

3d illustration
SHARE
THIS



Isentia and IABC’s Comms Agenda 2021 has revealed how COVID-19 has reinforced the importance of communications and its role in business strategy.

According to the research, 25 per cent of APAC communication teams will be closely involved with strategy, while 14 per cent will prioritise brand reputation and 14 per cent will seek to leverage technology to make a greater impact on employee engagement over the next 12 months.

Leading media intelligence company, Isentia, and the International Association of Business Communicators (IABC) APAC today launched the study that uncovers insights around the future of the communication profession in a post-pandemic world.  The Comms Agenda 2021 unveils the challenges and opportunities for the communication industry across APAC as well as the top priorities for comms professionals over the next 12 months.

For many organisations, COVID-19 has, and continues to place strategic communication high on the board agenda as comms professionals are increasingly seen as trusted advisors and critical to the success of an effective response. While countries across APAC are at various stages of the journey as they navigate through the pandemic, from initial containment to the phased transition of living and working with COVID-19 to recovery, the pressing need for nimble, strategic and resilient communication remains a constant.

After conducting an in-depth survey of comms professionals across more than 21 industries and 14 countries over the past 2 months, Isentia and IABC narrowed down the findings to four key pillars which will shape the communication profession in a post-pandemic world:

  1. Strategy will take centre-stage

24 per cent of communication professionals surveyed stated that they plan to review their communication channels and focus their efforts on owned media, while 17 per cent will rethink their message to market approach. Comms professionals will rethink their approach to strategy, focusing on new priorities such as employee engagement and brand reputation. The next 12 months will also see comms professionals strive to strike the right balance between internal and external communications for more effective collaboration across functions; 25 per cent of communication professionals will work more closely with Strategy teams leading to the outsourcing of more hands-on tasks such as Design & Creative (17 per cent), Social Media (15 per cent), and PR (14 per cent).

  1. Managing and enhancing brand reputation will be the top priority

When asked about the top communications priorities over the next 12 months, respondents have indicated the need for a consistent brand presence that can stand the test of time and crisis. As such, brand reputation is the leading focus for professional communicators (14 per cent), underpinned by a mix of employee engagement (10 per cent), leadership communications (10 per cent) and content strategy (12 per cent) – all of which have a direct correlation with enhancing overall corporate reputation.

  1. Finding consensus on the right data to enable decision-making will present an opportunity

It’s clear that there is a desire for good research and data to support comms strategy, but there is little consensus on what type of data would be most effective. Measurement in a post-pandemic world will be critical. With the increasing pressure to deliver strong ROI, communication teams will rely heavily on data and measurement tools to have a holistic view of the key reporting dimensions of stakeholder surveys (15 per cent), employee engagement (11 per cent) and reputation analysis (9 per cent). The Comms Agenda 2021 study reveals survey metrics as the main data point to inform communication strategies over the next 12 months.

  1. Leveraging technology to strengthen employer-employee relationship

Communication professionals will turn to technology to make a bigger impact on the lifeblood of their organisations over the next 12 months, with 15 per cent wanting to focus on employees and 13 per cent on customers. Communication teams will also adopt more tech and automation tools to enhance their brand communications (12 per cent) and crisis management strategies (12 per cent).

Isentia insights director ANZ Ngaire Crawford said: “While many organisations are looking to cut costs wherever they can during these uncertain times, it’s interesting to see that 66 per cent of organisations will not reduce the size of their communications teams. This alone speaks volumes about the growing importance of comms professionals. Building a bank of knowledge of good strategies, tools and ideas is crucial to ensuring that communicators can capitalise on their work, continuing to build and grow understanding and audience connection.

“We’re excited to present such valuable findings to the comms industry and give a voice to the most diverse pool of communications professionals across APAC. This study will hopefully be used as a playbook for comms teams over the next 12 months as they continue to act as the first line of defence in helping organisations build effective pandemic preparedness and response communications strategies”.

Kristy Christie from IABC added: “We know that organisations are not out of the woods yet when it comes to navigating the pandemic and adapting to the different stages each city finds itself in. Over the next 12 months, communication professionals will continue playing a key role in helping with this. However, to retain our seat at the table, it’s important to remember Daniel Munslow’s advice that ‘trusted advisors lead instead of follow’.  We must be proactive in gathering the data needed to identify risks, stay abreast of evolving trends, monitor potential pressure points and then use it to inform both our decision making process and the solutions we propose to executives.”

 

Please login with linkedin to comment

communications iSentia

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]