It goes without saying, but this is a crazy time for everyone. And during this crazy time, it’s more important than ever for brands to let their communicators and public relations experts step up and lead.
As we move through this pandemic, combined with the social unrest happening across the country and world, I keep hearing the same underlying messaging from industry experts, business leaders and media outlets and everyone else.
Businesses and brands need to focus on things like transparency, trust and brand purpose.
Now, I completely agree with that. In fact, I just did a couple of blogs and videos about how important the idea of transparency is and how brands can use it effectively, take a look:
The 5 W’s of Transparency – Meeting Audience Demand
I hope it doesn’t come as a shock to any leader that they need to focus on things like brand trust and transparency during a time of international crisis, and during a time of increasing mistrust in the foundational institutions of our country.
At this point, we’ll call that the basics.
What isn’t basic is HOW to communicate this to your audiences.
I hope that most businesses out there have a purpose of some sort that can resonate with audiences. Even if you haven’t been able to articulate it yet, the chances are you have a purpose if you’re still in business, because that’s what consumers demand.
So, this is where business leaders need to push their communications experts to the forefront.
And this is where communicators need to step up and do what we do best – communicate to connect and encourage action.
I’ve said it before, but there’s never been a more important time for communicators and public relations professionals.
I wanted to just quickly talk about two elements of what communicators do that are crucial right now.
First, connecting storylines across our communications channels so they make sense.
It’s no longer enough to just post a blog or a video on Facebook or some other social media channel.
The reality is many brands are talking in silos. And consuming information in silos is something consumers are often accused of, and it’s true. But as brands, we need to integrate our communications to reach and connect these audiences.
And with that, we need to be a conduit to helping connect storylines across our social media channels. We do this through tailoring our communications to the channel we’re communicating on.
The same storyline that works on Facebook may not work on your blog, or may not be appropriate for an earned media approach.
There are two simple facts – we need to use ALL of our channels, and we need to get specific and tailored for each and every one of them.
Yes, it’s more work, but yes, it needs to be done.
Next, and this is crucial – we need to focus on how we engage our audiences to get them to take action. Talking to them is great, but what are we asking them to do.
Support your brand? Visit a website? Just be a fan?
There needs to be meaning and purpose behind your communications, and it needs to help drive the business.
Too many brands and communicators are focused on just connecting with audiences. This is passive communications vs. actionable communications.
And don’t get me wrong – sometimes is great for your audiences to just hear from you. Sometimes that’s exactly what they want. But it needs to be part of a larger strategy of engaging them to take action.
And the good news is – audiences WANT to take action. But they want to take action on their terms, their way and their timeline.
Your job, and it’s a crucial one right now, is to be a conduit to help them take action.
This is what communications is all about. Show your audiences the path and invite them to walk down it with you.
Right now it’s so important for brands to let their communicators do what they do best.
I’ve also been discussing how you can find success following the Coronavirus crisis through the RADD approach, which is Recognize, Adapt, Develop, and Deploy. Check out our previous posts to see how you can succeed with the RADD process:
– Get RADD And Plan For Success Following Coronavirus Crisis
– Prepare for Success and Get RADD, Part 1: Recognize
– Finding Success By Getting RADD, Part 2: Adapt
– Get RADD, Part 3: Develop Plans For Success
– Deploying Your RADD Communications Plan
Here are some additional resources for your crisis planning efforts:
– There’s Still Time To Communicate During the Coronavirus Crisis
– Is Pitching Media A Good Idea During COVID-19?
– Internal Communications During A Crisis
– A Meaningful Message, Or Pandering Without Purpose
And here are some additional blogs to help with your strategic communications planning:
– Pitching Media Like The Pros
– 7 Tips for Successful Media Interviews
– Don’t Let Perfect Be The Enemy Of Effective
– Wake Up. Kick Ass. Repeat.
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
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