March 30, 2020
What We’re Seeing: Insights on the COVID-19 Marketing Communications Landscape
Just like you, we are actively monitoring the developing COVID-19 global pandemic. Our team has quickly acclimated to a new way of working while staying focused on addressing and supporting our clients’ most pressing and emerging needs. Everything we’re doing as an organization centers on two questions:
1. How can PR/Marketing maintain demand for services NOW?
2. How can PR/Marketing drive demand for services LATER?
Guided by these critical questions, we’re currently focused on these five paths forward:
Modeling the news to identify “white space”
We’ve established a COVID-19 news bureau to stay ahead of the accelerated news cycle. Our team uses several data tools to identify the white space on saturated topics so that we can help craft fresh and empathetic POVs heading into the next phase of the reporting (and buying) cycle.
Increasing the signal, reducing the noise on high-demand topics
Organizations are publishing around the clock, offering clients actionable guidance via resource centers, alerts, webinars and podcasts. Our team is working to extend the reach and impact of these critical efforts to distinguish POV. But we also know that we need to remain sensitive to the extraordinary circumstances these audiences are facing. Guided by the words of our editor-in-chief, Brandon Copple: “We can’t forget that this is a human crisis. Every sentence and every angle must be crafted with care and with empathy.” Audience fatigue on the COVID-19 topic is already setting in as the noise steadily increases. Your audiences want information that is concise and grounded in utility – what do I need to do now?
Understanding what buyers need now
During a time of social distancing and shifting buyer needs, our research & market intelligence team’s experience in conducting online focus groups and qualitative interviews with C-level buyers has never been more important to identifying new and emerging areas of need by practice and industry. We predict that the social distancing in practice across the country will create opportunities to tap into the collective intelligence of audiences that have historically been hard to reach and engage.
Innovation no longer a nice to have but a need to have
Our research and innovation teams are collaborating to help our clients reimagine their value propositions based on what their clients need today in response to the pandemic– and what they will need tomorrow. Leveraging a process developed in partnership with our longstanding partner Greenhouse: Innovation, we stand ready to help identify new ways to market and message both existing and NEW offerings in development.
Next-phase scenario planning
With COVID-19’s threat to business continuity, we are actively planning to identify the next wave of pandemic-related scenarios and issues so that we can model and message against them in advance. The goal is to ensure maximum preparedness when new events and circumstances arise. We are also acutely aware that the next phase of the narrative will almost certainly involve the need for organizations to message carefully around workforce reductions and mergers/acquisitions.
We’re here to help and would welcome a chat to discuss what we’re learning in real time.