The communication that follows: authentic and proactive, but with limits

The greatest concern of companies at this moment is to remain alive, visible, and relevant. The current uncertainty has been reflected in the brands’ public relations strategies, suddenly forced to adapt and wage on media approaches different from business as usual. An additional effort, but strictly necessary in the historically difficult times that lie ahead. The priority now is to keep our audiences close and engaged and to meet their needs with transparent, proactive, and relevant communication. Social media and digital marketing are undoubtedly one of the great allies of the moment, as they allow any business to create a fluid, continuous and useful connection with the audiences – particularly effective if based in content with the potential to entertain, educate and inspire. Here are some examples of campaigns to follow: Spotify’s Listening Together, which celebrates the power of the audio in bringing people together; Durex: Let’s Not Go Back to Normal, which calls for “us not to go back to normal, because normal was not good enough”; or IKEA’s #ImStayingHome where “now, more than ever, there’s nothing like staying at home for contemplating our lives”. Undoubtedly, brands are now expected to have a capacity for anticipation and flexibility in the responses to be given to their customers and target audiences, always with truth, authenticity and engagement. However, it is crucial not to flood or try to impose our truth, both to the former but also upon the world around us. As the architect Mies van der Rohe or simple common sense would say, less is (usually) more.

Photo by Josh Rose on Unsplash

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