COVID-19 has undoubtedly changed the world, and the way we function in it. Through shelter in place orders and social distancing mandates, our approach to day-to-day life has shifted dramatically.
So, what happens when the dust has settled and we’re ready to move into the next chapter? While we don’t have a crystal ball, as a PR agency we are prioritizing client strategies by following brand communication cycles, and wanted to share a few predictions on what we think will happen after the crisis is over.
Many small to medium-sized businesses haven’t felt the need to have a crisis communications strategy – until now. Although we always hope for the best, it’s a good idea to be prepared for the worst. We predict that brands of all sizes moving forward will have at least a sketch of a crisis communications plan set in place in case of future turbulence. That being said, it’s even better to buy the fire extinguisher before the fire.
We recommend businesses have a set plan for when they have to enact a crisis strategy – whether it’s a specific step-by-step actionable list or simply the number for a trusted consultant. In the past few weeks, Jive has been enacting crisis communications for a variety of clients and spearheading both external and internal messaging. By taking this burden off of their executive team, our clients can direct their attention where it is needed most – on their staff and their customers.
Although authenticity has been a key driver of brand growth (especially on social media), we think it will become even more important following the effects of COVID-19. Customers prefer brands that showcase an understanding of their aspirations and provide value to their lives. Brands that deliver on this expectation will continue to do well after things return to normal. From community management on social media to greater transparency in the press, brands should take this opportunity to show its true colors and make its values known. If a brand stays true to its core values through a crisis, customers can be sure that they will embody the same mission moving forward.
No business has been immune to change from the virus, however those who are flexible in their thinking and innovative in their new direction will continue to thrive in this challenging market. Despite all the pressures of the pandemic, it has become a hotbed for creative ideas, shifts in approach, and innovations from everything from team productivity to medicine and mental health.
With new innovations comes the need for a completely redesigned communications plan. From how businesses are connecting with customers to how they communicate with stakeholders, both traditional and social media messaging will have to be just as agile. Companies will be looking for agencies that are able to think outside of the box and deliver unique campaigns that align with their new strategies. Jive has taken these changes in stride. From project clients to major corporations, we have been at the forefront of these campaign shifts, ready to offer unique and useful ideas to our clients. A good campaign has to be ready to change direction at a moment’s notice, and the last month has been a lesson in flexibility for all agencies.
What are your predictions for the post COVID world? We’d love to hear from you. Find us on social at @jiveprdigital.
