Eye on Communications
Covid-19: A Timely Reminder of the Need for Authentic Communications Almost a year in, the coronavirus pandemic continues to present organisations with major operational challenges as they grapple to adapt to evolving conditions as well as old and emerging restrictions in a bid to keep moving, or, in some cases, survive.
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hat hasn’t changed is that effective communications – internally and externally – are every bit as important as they were a year ago. Carefully considered, reasoned, clear and consistent, they can instil confidence and calm, strengthen reputation, build brands and will help in navigating the seemingly insurmountable challenges in front. The organisations that have scored well are those which have carefully considered and prioritised who they want to speak to, and how. Embracing new technologies and embracing social media like never before, more of us can now be readily reached live through MS Teams or zoom calls and webinars, online, by video and in print. In the midst of a health crisis, it’s also important to differentiate between corporate and brand communications, the latter being slightly more challenging as organisations work through their messaging in a bid to resonate with consumers but without being seen to be opportunist. Above all, be authentic. Hence, corporate and brand communications should be carefully aligned, with brand messaging only deployed if you have something worthwhile, useful and compelling to say during this crisis. Being supportive, and doing the best for staff, suppliers and customers in an innovative way is vital. Anything else deserves close scrutiny, so think critically about how you want to tell your story. That said, brand visibility remains a key objective for many organisations, and updating your audiences – both internally and externally – should always be considered. In the hard-hit tourism sector, for example, destination brands such as Visit Belfast have worked hard in a virtual world to safely keep the city front of mind among its consumers for when travel returns. Lidl Northern Ireland, ensuring that staff and customer safety is the number one priority, consistently communicates across both tiers, advising and informing on growth
and ambition, logistics, quality and price – all of which resonate deeply with thousands of its weekly shoppers, more than 1,000 employees, suppliers and partners. With little sign of an end to the crisis for a few months yet, most communications strategists will agree that those who approach their messaging and audiences with care, integrity and purpose will retain the credibility they need for the future. Purposeful messaging which reflects empathy and support speaks volumes for reputation. What’s just as important is listening to and talking to your audience and insights gained here will really help develop the right tone. For example, are there initiatives your organisation is already doing, have done, or can be doing, that audiences would warmly welcome? Perhaps you are opening earlier, working longer, supporting more online or providing new or additional support for those more acutely affected by the crisis – because everything you say will be scrutinised more than ever before. In corporate communications, in the current environment, visibility remains important. Stakeholders will want to know you’re still there, still relevant and doing well. News, updates and views from the senior team are received well, particularly if the shared information contains useful insights which others can use. Out of the dark, and in living up to your brand values, you’re seen, heard and listened to when your messaging is genuinely helpful. Stay connected, be knowledgeable on every aspect of your business and the external media and political environment and don’t be afraid to try new ways to reach people if you haven’t already. Yes, we miss - if not crave - more faceto-face communication, but the technology we’re all used to now means our interactions can be more purposeful and productive. Few of us would have thought that in January 2021, we’d be where we are. However, corporate and brand reputations need a
long term approach. It takes thought, time and perseverance. For many organisations, this crisis has been a wake up call for their communications approach and which will serve them well long into the future. For many, never before has the role of PR and communications been as relevant, which is borne out by the significant increase in senior team engagement over the last year. As reset and recovery begins, this will grow. Above all, listen, be responsive and explore new ways to reach your audience effectively and seize every opportunity to communicate the right message well. There are even busier times ahead.
Dave Cullen is a director at leading integrated communications agency LK Communications which specialises in corporate, consumer and political affairs. www.lkcommunications.co.uk
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