Re-think communication strategies to accommodate sensitive content creation amid the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2020, 2:47 AM GMT+0

Communication professionals must develop and pitch stories keeping in mind changes in consumer behaviour.

This article suggests companies re-think communications strategies to accommodate the creation of sensitive content that isn’t self-serving amid the pandemic. Brands must communicate the measures in place in response to COVID-19 to practice “shareholder capitalism”, wherein “there must be more substance to capitalism than making money”.

Communicate the company’s purpose, existence, and steps taken to improve employee safety during the crisis to resonate with consumers. Informing consumers about technologies being implemented, like AI to ease remote working and conduct business, will be received positively by the press and consumers.

Communicating about corporate strategy changes and fundamental overhauls like long-term investment plans and product portfolios is recommended. Overall, the tone while communicating must be less self-serving and more sensitive.

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