Welcome to a year of renewed hope, new goals and a chance to begin again. Challenges remain, let’s apply what we’ve learned.
Have a Voice – We now know that business leaders are expected to step up during a crisis and lead by example to prove to their teams and customers that they are listening, engaged and aware of important issues. The Edelman Trust Barometer just reported that 61% of those surveyed trust businesses more than other long-standing institutions like elected officials and the media. Brands need the ability to pivot, adapt and find a unified voice. Failure to have a position ready when asked, or to remain silent when reputation is endangered, is now a proven danger to survival. Prepare now. Response time is often critically short. Check out our guide: A corporate communications approach to Black Lives Matter.
Make Connections – As a result of quarantines and closures, successful companies have become more creative in communicating to their audiences through virtual events, podcasts, Zoom offerings and expanded social networking. Some suggestions on how to connect: How 2020 Changed PR. Business Leaders, Take Note.
Website Refresh – With the rise in online retail, research and required services, 2020 reignited the need for a strong digital face for consumers. Meeting this need involves optimizing websites around analytics, content creation and online business goals. A big goal for 2021 continues to be “conversion” of Website visitors whether it be through a newsletter sign-up, product purchase or information inquiry. See: Make Your Website Work For You.
Earn More News Coverage – New strategies include a strong awards program. Industry awards continue to raise visibility and gain legitimate, third-party validation. Here’s how: And The Winner Is… – Awards Build Credibility.
Be Social on Social – Social media remains the best tool to bring the customer base closer. The most powerful platforms are Twitter, LinkedIn, Facebook, Instagram, YouTube, TikTok and Pinterest. They help not only share information but generate productive conversations with your audience. Key steps for teams to focus on: Staying social while distancing.
2021 Media Interviews –Today’s media interview hot seat is at home, with almost all interviews done on video conferencing. Becoming a sought-after Zoom interviewee in 2021 requires virtual media training to equip company leaders and spokespeople with the tools to tackle the new format. To become a savvy Zoomer check out our newsletter: Lights, Camera…Zoom!
The new world is unpredictable, but preparation still predicts success.
Let’s move forward together.
Best,
Tracy
