The last few weeks have seen organisations and communicators create, reorganise and take careful consideration over the content that they are using to communicate with their audiences.

This prompted Naomi Hamilton from our Corporate Affairs practice to ask her network the following;

How is the current crisis affecting your content plans?”

Here are some top tips from Zarina Banu, Interim Head of PR at Crowdcube, Darren Young, Deputy Head of Corporate Affairs at 3 Monkeys Zeno and Simone Whitfield, Head of Strategic Communications at Archetype.

1) Content to demonstrate leadership

In a time of uncertainty, content can be used to drive a clear and concise narrative. As an audience the message that we receive, be that from our local supermarket, the health minister, our employer, or business suppliers, needs to resonate and be current.

We need more than ever, clear, strong and cohesive leadership. Communications and PR are critical to ensuring things stay on track, that accurate information counters misinformation.”
(Zarina Banu, Interim Head of PR, Crowdcube)

Content can be used to reassure audiences, particularly when we are surrounded by worry and ambiguity. Organisations that have communicated in transparent way have engaged with their audiences most successfully.

2) Cut through the noise

Covid-19 is dominating our lives, and we are having to completely shift the way we work and socialise. This means that what would have been a relevant campaign prior to the pandemic now may not be.

In these unprecedented times, companies have to be flexible with their campaigns and content in order to stand a chance of cutting through the crisis noise.”
(Darren Hale, Deputy Head of Corporate Affairs, 3 Monkeys Zeno)

Campaigns that were set to run may have to be pushed back or swapped for content campaigns set to be communicated later on in the year.

Second to this we have seen many organisations change the way they engage with their audiences, shifting to a model of sharing the ways in which they are helping communities at this time.

Heartwarming examples of corporate actions to help communities can do that [cut through the noise] as long as they are not self-serving. And there is still a market for lighter stories if they are done sensitively.”
(Darren Hale, Deputy Head of Corporate Affairs, 3 Monkeys Zeno)

Journalists and audiences want to engage with content that isn’t purely covid-19 related, such as Burberry funding research into a vaccination and providing medical clothing to NHS, you only have to scroll through social media feeds to recognise this.

For people to stay safe and healthy, we as communicators need to take the lead to ensure that factual and lean narratives cut through the noise.”
(Zarina Banu, Interim Head of PR, Crowdcube)

Using factual narratives, McKinsey is a good example of this, sharing research into how businesses can survive potential recession and guidance on leadership. Staying close to the ways a brand shares content ordinarily, allows organisations to build their brand awareness in a way that is true to their values.

3) Ask the question: Does this need to be said?

Audiences want to be informed of the precautionary steps a business is taking, research into the current situation, and insight into how to succeed beyond this, but they don’t want to be overwhelmed with too much ‘over informative’ communication.

Businesses should consider whether they really need to communicate, and how regularly their audiences need to receive updates.”
(Simone Whitfield, Head of Strategic Communications, Archetype)

We are engaging in social media and digital channels more now than we ever have before, constantly receiving email updates from retailers, our local councils, utility providers and banks.

As well as a health pandemic, and a huge economic challenge, this is a digital overload issue.
(Zarina Banu, Head of PR, Crowdcube)

Although, at times this is relevant and worthwhile, brands are having to make a judgement as to whether their audience needs to hear what they have to say, or whether it is information overload.

An offer of additional help to customers, or a change in working practice is worth advising, but communicating for the sake of it is potentially just adding to the noise.”
(Simone Whitfield, Head of Strategic Communications, Archetype)

I wanted to share these tips with you because we are all learning as we go. Organisations and individuals are constantly having to adapt so any top tips that you want to share, please do, someone will find them useful

So…How is the current crisis affecting your content plans?

Naomi Hamilton is a member of tml Partners’ Corporate Affairs practice. She specialises in the recruitment of corporate affairs, media relations, external communications, and partners with leading organisations to support interim and permanent placements at all levels. tml Partners is an international executive marketing and communications recruitment firm, specialising in senior appointments across the communications function.

To learn more about how tml Partners can support the growth of your communications function or any upcoming projects, please get in touch