A few short weeks ago, most business leaders viewed the coronavirus as far away and unlikely to impact their companies or daily lives in a major way. Today, all of us face a very real and personal challenge as we collectively fight a global pandemic. On Wednesday, April 29th, a team of expert panelists explored how the COVID-19 outbreak has impacted corporate communications, marketing, advertising, and sales. From the ripple effects of mass event cancellations, to social media best practices, to internal messaging, investor conversations, socially conscious advertising, and media relations, see how we got into the nitty gritty and answer questions directly from attendees.
More From Our Panelists:
Trish Thomas & TEEM
As the CEO of TEEM, Trish has 20+ years experience founding, leading and advising companies. A marketing, branding and growth strategist, Trish earned her stripes on brands such as IBM, BP, Zayo, Medtronic, WhiteWave, Lifetime Fitness and the State of CO. Mentor with BEN and Board member for the Leeds Business School/CU Boulder. Change junkie. Innovator. Optimist. Protagonist. A true believer in the power of people to change the world.The Unexpected Bright Side of the COVID-19 Pandemic
For Trish, the glass is always half full. Sometimes that point of view leads her to tackle the world with an excess of undue optimism, but I wouldn’t live life any other way.
So, in true “Trish form,” she wants to share some of the positives – the unexpected bright side, so to speak – of the coronavirus outbreak.
One of the questions I hear the most from clients and friends is: “How do I reassure customers and staff while acknowledging the reality of our situation?” Another is “How can I keep sales and marketing moving without seeming insensitive?” And finally, “What in the world do I say to investors and lenders?”
All are excellent questions. The simple fact that you are thinking proactively about how to communicate effectively during a difficult time is step one. You will likely fare better than leaders who fire off poorly thought out messages during this pandemic. Or worse, go silent.
You can’t be an ostrich in times of crisis. The primary reason many companies’ marketing messages come off as tone-deaf during the coronavirus outbreak, is that they seem to be sailing along on autopilot without addressing our worldwide reality.
The coronavirus epidemic has profoundly impacted financial markets, commercial lending, and consumer confidence. Publicly traded companies have very clear reporting obligations to their shareholders, but small businesses have to cope with their own unique challenges in terms of communicating with their investors and lenders.
There are several things to keep in mind when sharing updates and action steps with your financial partners.
Well, the coronavirus outbreak (COVID-19) is forcing America’s workforce to go remote en masse…overnight.
Like many consultants, freelancers, and creatives, I’ve had flex work hours and a home office for about 20 years, so I thought this would be a good time to share some simple life hacks to help you work effectively from your house during this pandemic. It’s really not that bad! You can do it.
Paul Raab & Linhart PR
Paul Raab brings three decades of communications experience to Linhart PR – and our panel. An award-winning PR veteran, his communications strategies deliver powerful business results for clients, driving consistent performance and profitability at PR Week’s “Boutique Agency of the Year.” Paul’s areas of expertise include corporate communications strategy and messaging, planning and research, media relations, crisis management, and executive and enterprise communications.
In times of crisis, one of the first places people turn is social media. It’s where you can expect the latest information at lightning speed. When things are uncertain, best practices for communicating and engaging on social channels can be your trusted guide, especially in situations like we’re in currently that are changing so quickly.
Here are four communications-centric approaches to ensure your social media strategy supports you – rather than hinders you – during this crisis of epic proportions.
What does it take to pull off a successful virtual event – especially in an era where technological disruptions can impact the overall tone and understanding of a company’s message?
If you’re considering a telephone town hall for your next meeting, here are four tips to ensure a successful experience for all involved.
D’Arcy Toffolo & Moore.
D’Arcy Toffolo is Executive Managing Director at The Moore Agency. With two decades of experience building brands through connected experiences, D’Arcy’s insights-led ideas enable companies to authentically connect with customers. Her diverse background spans retail, fashion, and CPG verticals, with clientele ranging from small businesses to the Fortune 500. D’Arcy is a board member of Ad Club Colorado.
Brands have an opportunity and a responsibility to meet their consumers where they are – online. Since March 1, consumer consumption of digital content has increased exponentially. On Twitter alone, there has been a 20.6% increase in tweets in the United States from February to March (716M to 863M).
In the wake of COVID-19, companies of all sizes are working overtime to maintain their positioning with target audiences while also being conscious of the ever-changing social constructs that are quickly becoming norms. This delicate balance of creating distance, while being fully connected, is forcing brands to rethink how they do business every day. And while many companies have immediately ramped up communication with external audiences, it is important not to ignore the audience that is already built in – your employees.
Pamela Stewart & Essenza PR
Pamela Stewart is the President of Essenza Communications, a full-service marketing communications firm with specialties in media relations, digital engagement including SEO, and influencer marketing. Throughout her career, Pamela has represented over 80 companies in the natural products industry, including food, beverage, personal care, and supplement brands, functional ingredient manufacturers and suppliers, as well as medtech companies, restaurants and more.
Max Lenderman is a highly regarded author and the former CEO of School. He specializes in experiential marketing, human-centric media, and excels in articulating purpose in brands and creating the content and tools to show it to the world. An Instructor at Denver Ad School (DAD) at the University of Colorado Boulder, Max is a member of the Adweek Academic Council