Communicating with humanity during a crisis
Good communications brings understanding, fosters compassion and shows people a new way forward. It illuminates our shared humanity.
Humanity is the red thread across so many examples of powerful storytelling, influence and communications all around us: Greta Thunberg turning anger into action and inspiring others through her clear and simple language, Andrea Bocelli’s singing to an empty Duomo over Easter weekend, or the many companies taking brave steps — from Microsoft, which recently outlined one of the most progressive climate change plans in the corporate world, to McDonald’s simple gesture of “Thank You” meals to recognize front-line workers.
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Where do we start in a global pandemic? With authenticity, values and strong strategic communications. Read the blog post »
Principles in action
Using data to find the human story
Consumers are anticipating long-term impacts to their routines, finances and spending habits. These uncertain times have reshaped the media landscape, and issues-led coverage is squeezing out other stories. Events are canceled, leaving brands to reimagine product launches, celebrations and milestone moments. More than ever, we need a hard-and-fast understanding of today’s communication climate.
Data and analysis (both qualitative and quantitative) can give us the insights to ensure we aren’t simply operating in day-to-day mode. As markets begin to reopen, it’s more important than ever to have the time and space to forecast business and communications developments.
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How can I use data to predict the intersection points between my brand story and what the world needs and craves?
How do I define relevance for my brand, products and services based on the changing world around us?
What is the impact to my collective industry and what does that tell us about what’s ahead?
How must the culture and internal processes of my organization change, shift and respond if we want to move quickly enough to stay relevant?
How do I bring my internal stakeholders along on the journey of a new way of showing up in the world?
Mobilizing an advance team to tackle some of the core questions for your business is key. Without a commitment focusing on the future, inertia wins and everyone falls back to fighting the latest fire. A cross section of stakeholders from HR and engineering to sales, marketing and communications will have the breadth of perspective to help interpret your brand’s impact, opportunity and path forward.
MOVING FORWARD IN CHINA
In many ways, China is a step ahead of the world when it comes to safely reopening. How are Chinese brands navigating the earliest stages of recovery in this market? Read the white paper »
The role of communications during a global crisis
For a business to be successful, storytelling must sit at the center of everything it does. And of course, every story, every executive platform, every campaign must directly impact the business. From a new feature announcement to a broad-based brand purpose platform, it’s the human impact that matters. Without that cohesive, human story running through every stakeholder touchpoint, your brand storytelling runs the risk of feeling fragmentary — or worse, tone deaf.
Your communications function provides a red thread and a catalyst for change. Communications must be at the center of your brand’s recovery planning, and a winning strategy will lead with purpose and humanity.