USC’s compilation of essays from professionals and academics in this month’s release of its annual “Relevance Report” predicts future industry trends in media, technology and society. What is clear coming out of this time is that brands must be mindful of the new normal in communications. The best brands are using their communications as a tool to educate, inform and maintain connectivity that everyone can use, especially right now.
Here are the key findings:
Pressure Grows for CEOs to Take a Stand. More businesses are staying relevant by speaking out on national issues in the belief that saying something is better than saying nothing. There is a risk of alienation because studies show that 57% of Americans reported that they could not have a respectful conversation with someone they disagree with. Even so, leaders choose to step up to take positions on public policy that align with their brand or their personal convictions, rejecting past advice to keep silent on societal issues. The benefit is proof to their own teams and customers that they listen, engage and are aware of the issues confronting everyone.
Beware of Coding in Language. 2020 has taught us that language is coded with gender, race and politics, so while intentions might be good, words and phrases can have unintended meaning.
Social Media Mobilization. With COVID-19, quarantine, protests and political warfare, people rely on social media and daily political press conferences to keep up with and respond to what is happening globally. Media professionals must embrace social media platforms’ power to listen and encourage communities to create change. TikTok and Instagram have quickly become popular platforms for young people to make their voices heard. People are mobilizing by using technology to raise awareness and call for change.
Online Engagement Builds Community. The relevance report notes that “instead of just bringing people to our content, we need to think about how we can bring people together through it.” The social and political climate now demands company leaders be more creative in communicating through new channels beyond the standard company email. Setting up avenues like hosting virtual events or beginning a podcast series for audiences to engage with your company on social issues will make a difference in audiences’ eyes.
Traditional Media Wins Back the Spotlight. As election day gets closer and Americans fill out their ballots, we can start to look back on what the world was like four years ago. In 2016, voters didn’t trust American media to report on all the news that they needed to know and looked to blogs and social media for the truth. But unsourced media took a reputational hit this year, whereas traditional media such as The Wall Street Journal have regained credibility. As the media reassert themselves as gatekeepers, we need to continue judging veracity on research, science and data and recognize compromised incentives to deceive.
If 2020 has shown us anything, it is that we can adapt, though we must incorporate new tactics to build stronger connections. The “new normal” of 2021 has already arrived, and OWC is here to guide you through it.
Sincerely,
Tracy
