Your Speakers Mhairi MacLeod Laura Blyth Yasmin Jensen Gimenez Communications Director Senior Communications Manager Digital Account Manager
The Phases of Covid-19 Getting it right Life in Lockdown Leaving Lockdown Entering Lockdown
The Phases of Covid-19 Getting it right Life in Lockdown Leaving Lockdown Entering Lockdown Tone: Empathic Tone: Empowering Tone: Reassuring Supporting us through Embracing a return to 'normality' Managing the shift
Lockdown Commences
The Phases of Covid-19 Getting it right Life in Lockdown Leaving Lockdown Entering Lockdown Tone: Empathic Tone: Empowering Tone: Reassuring Supporting us through Embracing a return to 'normality' Managing the shift
The 'Empathy' Phase Begins
Don’t Risk Being Tone Deaf Divider Page Sub-Heading
Open Doors for Risk: Not paying close enough attention to the news agenda Pressures from 'above' and 'below' squeezing communications teams A changeable news agenda creating future faux pas Not mapping stakeholders - becoming one dimensional
PR: Finding Your Voice
Our independent research has revealed only 3% of Scots want brands to stop talking. So, whether you're trading at full throttle or adapting how you work, there’s a lot to say - don’t be shy.
State of Play From online platforms increasing story outputs to televised news proving its worth, across the board, media are busier than ever. But like most industries, it’s taken a hit - teams have been furloughed and those remaining are working remotely. Your internal PR team and external agency partners, if you have them, are there to react to a changeable news agenda and market. Now, more than ever, it’s important to have a voice and to be able to use it.
Content Pillars: Leadership What are you Who is How are you saying? saying it? saying it? Now is the time to reinforce your Now is the time for leaders to be Announcements: position as an industry leader. front and centre and lead the Keep the media up to date with alerts brand through this crisis. that are to the point and include • What initiatives are in place spokesperson quotes and key stats. to support your sta ff ? Your CEO, CFO or Managing Director should deliver comms Interviews: • Showcase what your brand relating to business health. Position your senior team as and its partners are doing to ago-to for commentary on the keep things going? fast changing agenda. 62% of Scots say safe guarding jobs is important
Content Pillars: Support What are you Who is How are you saying? saying it? saying it? People want to know what brands If you’re talking about supply chains, Announcements: Team up with key are doing, now more than ever. make sure it’s the person who knows community support initiatives to what they’re talking about. make a joint announcement • What community support initiatives are in place? Your Head of Admin isn’t there to Features: Keep your contacts in the talk about a sugar shortage, loop to ensure your brand is in the mix • What is your business doing to so who is? with features showcasing adapt to the new normal? consumer brands positively, navigating the ‘new normal’ . Over half of Scots are now using home delivery services
Content Pillars: Have some fun What are you Who is How are you saying? saying it? saying it? It’s not all doom and gloom, Do you have a head biscuit baker? Features: Your little black book of give the public a look It’s time to roll them out. features writers and editors will come in behind-the-scenes of their handy when pitching content and favourite brand. Don’t have anyone internally? finding out what they're looking for. Don’t worry, a brand ambassador It's time to reveal your big secret. will be your new best friend, If they’re looking for video content helping your brand to become and top tips, do what you can to Harness your partnerships or more relatable. turn it around. establish new ones - there’s strength in numbers. Integrated comms across PR & social media is more important than ever
Media Landscape: Who’s Nailing It
Key Takeaways Partners Brand heroes Say something Agility Messaging • Make sure your brand is part of the • Utilise relationships with • Put forward your most valuable • Adapt messaging to suit your • Fast planning, quick decisions conversation - don’t be afraid to suppliers and retailers to tell a and credible spokespeople audience and the new norm and speedy delivery is crucial - its speak up bigger story now or never • Showcase brand ambassadors • Ditch the ‘best in the business’ • Position your brand as a resource • Establish new relationships • Be prepared to put on the brakes - now is the perfect time to messaging - its not about who for trade, business and consumer with key partners both within appoint someone is winning the game if the landscape changes - media and outside your industry somethings can’t be planned for • Media training will prove its • You’re not expected to know it • Not everything has to be about weight in gold. Be prepared to all, none of us are COVID-19 comment on the wider issue
Social Media: Adapting to the New Normal
Consumer Behaviour - Consumers are 100% online Shift to Heightened Stockpiling eCommerce perceptions moves to and no-contact of those in cocoon stocking delivery the limelight Food delivery, click and collect, online DVDs, confections, salty snacks and From brands to celebrities, in this time of shopping and home delivery will alcohol sales increasing as consumers crisis, consumers are looking out for those continue to increase as consumers adapt to their new normal. doing the right (and the wrong) thing. avoid going to areas where there are large gatherings. 40% increase in Facebook, Instagram and WhatsApp usage as people utilise digital platforms to stay connected
The reality of the new normal is that social media has become an essential resource. Whether for news, shared experiences, dance challenges or political discussions, digital platforms from Facebook to TikTok to Houseparty have become a lifeline to many.
The Big Question To advertise or not to advertise? Only 3% of consumers want Opportunity to Think awareness, brands to stop extend reach not opportunism advertising People are supportive of brands With many brands having to pull Consumers do not want any brands looking to maintain their spends in these circumstances, communication to be exploitative or operations as much as possible there is a lower demand for paid insensitive, with 60% agreeing that amid the outbreak, and that ads leading to it now being much advertising should not exploit includes advertising. cheaper to advertise. COVID-19 to promote a brand.
Show Up Prioritise social customer care Getting it right Brands need to go where their customers are, and in the current landscape that’s 100% online. Social media is often the first place consumers will look to for real-time information and it provides brands the best opportunity to stay connected with their audience. • Addresses consumer issues head on • Frequent communications of changes Use your social channels to provide ongoing and reasoning, leading with empathy support and help customers navigate any less first and foremost than optimal experiences. It’s more important than before for brands to listen, respond and communicate e ff ectively with their customers, and social media is where brands are able to do just that.
Show Empathy Striking the right tone Getting it right Now, more than ever, brands need to demonstrate their human side: How are you supporting your customers and employees during this crisis? We’re all impacted in some way, shape or form by this pandemic and people’s priorities are shifting. With lockdown measures firmly in place, consumers have begun to embrace the stay at • Updated St Patrick’s Day campaign in a timely fashion, with a positive home lifestyle and make the most of the situation community spirit. at hand. Initial conversations focused on sharing • Highlights sta ff welfare policies, and information—brands took to social media to showcases empathy for industry as a whole - donating £1,000,000 to provide updates on store closures, operational support the drinks industry and bar changes and more. This has gradually shifted sta ff facing reduced hours. to brands posting entertaining and educational content on their social platforms as more and more people stayed home.
Be Supportive Here to help Getting it right With physical stores shut and customer support lines at maximum capacity, consumers will look online for answers. Try to anticipate what information they might need and consider increased community management to maintain proactive and frequent contact with customers. • Provides real time information on Provide timely support and alternatives delivery options for any issues that arise and, crucially, set • Informative content for lockdown, realistic expectations: broken supply chain such as recipe alternatives • Increased community management could lead to late delivery, or cancellations.
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