How the pandemic is changing the outlook for the communications industry

Neha Bahri, Founder & Director, Bconnect Communications, writes about the changing face of the communications industry and what brands need to do to counter the credibility crisis emerging out of the pandemic situation and also strengthen their brand value.

COVID-19 pandemic has changed most of the things around the world. Its global impact has forced people to change their course of lives in manners they had never imagined. With the loss of a great number of human lives, it has also pushed many businesses towards their end.

Many brands have been facing a credibility crisis since the pandemic hit the world. Sustaining the positivity of the brand in consumers’ eyes is the most challenging job right now. In such times, Peter Drucker’s words – “Communication is the key to success” – can save brands from losing their brand value. You ask how? Dive in to find out.

In Any Crisis What Can Never Stop is Communication

When every industry was suffering due to the pandemic, the communications industry was the first to work its way out. The communications industry is the only industry that channelised the pandemic into a benefit. We live in a digital age, and it has the best benefits for the communications industry.

The imposition of worldwide lockdown led people to spend their most time on social media and OTT platforms. It resulted in an incredible amount of content consumption. Slowly every other business in the communication industry started to capitalise on the situation. Apps like Zoom and Skype began to being used for webinars through video call technology.

Through a better form of communication, any issue can be quickly resolved. This is the strength of communication. Like any other relationship, there is a relation between a brand and its consumers. In such unsettling times, the right message to consumers can be a game-changer.

Here Public Relations Comes Into Play

Either to sustain the brand value or to build it from zero, Public Relations is the medium. Everyone knows that Public Relations is all about communication. In Public Relations, you communicate the right information at the right time to publicise the brand.

Obviously, the conventional practices of Public Relations won’t be applicable in these times. There needs to be something out of the box. It’s a time of being cautious, protective, and humble to one another. This is the exact thing your PR team should also be doing. Be cautious about your business threats, be protective of your consumers and spread humbling vibes to everyone.

Followed are some ideas to help your business to sustain its credibility:

Be Motivating With Every Move

Whether you are introducing a new product or giving out important information about your services – it needs to be motivating in consideration of the current scenario. People around the world are losing hope and motivation.

It’s time when you motivate people to work for a better tomorrow. Join the lines between your products and motivation for the situation. If something drives people towards motivation, it naturally becomes valuable.

With your every move tell people they are strong enough to fight it. Cultivate the strength of accepting this new reality in people. Help them understand how to work along with the situation.

As The World Changed, You Need To Change Your Messaging

Messaging plays a pivotal role in building the image of a brand. The world has seen such a drastic change, so it’s better to change your brand’s messaging. Whatever your brand stood for or promised, you don’t have to change it completely, but there needs to be solace in whatever you are conveying.

Take into consideration people’s insecurities or emotions and try to deliver something comforting. Be empathetic in your approach, address people’s problems and give hope for a better and healthy future.

Be a Helping Hand

If there is a time to give back to people who made your business a brand – it is now. It’s time to give back to the community you belong to. A brand holds another level of value in people’s eyes, who lays out a helping hand whenever required. Help doesn’t always have to be in monetary terms. A business can help people through their services, which will be a lot more convenient and useful.

Final Remark

Of course, the times are hard, and many businesses are losing their brand values. But this can also be seen through the glass of optimism. It can be taken as a challenge. Such times are of great revolutions in every industry. Create new ideas, do something which can bring balance to your brand.