If there is a year which will not fade from the collective consciousness any time soon, it’s 2020. The COVID-19 pandemic has profoundly marked the lives of practically everyone. Mass hospitalizations, deaths and economic slumps are all part of the havoc unleashed by the pandemic. And among many other things, the work of communicators was also profoundly affected by 2020.
Many new habits had to be acquired in the face of the virus’ spread: the use of masks, working from home, washing our hands with increased frequency and force, establishing a safe distance from the people we approach… the list goes on.
Communication was not exempt from 2020, or from the pandemic. Communicators had to work and deal with it, taking these changes and setbacks in their stride. Ultimately though, this year held some useful lessons for communicators. Let’s look at five of them below:
Help, Hope, Happiness. These three words, simple enough on their own, have become pivotal for communication and marketing in a year of disruption, the aftershocks of which are still ongoing.
These three words should lend purpose to communication. Regardless of what brands are trying to say, it is important that their communicators include them in their campaigns.
Even in the headwinds which have been shaking us since the beginning of 2020, it is essential to continue with the brand building familiar to all communicators, with the interests of consumers at heart. Without them, as we know all too well, communication cannot establish itself, and brands can suffer as a result.
In tough times, it pays to assume that people, like any direct or indirect victim, look for empathy in that which is communicated to them. As communicators, our job is to understand this in order to interpret it in our messaging.
As digital commerce experienced a boom of sorts at the height of the pandemic, it is noteworthy how communicators can “convince” companies of the power of digital channels.
Both user loyalty and client acquisition can be enhanced by digital campaigns. This has become clear over the course of this year of isolation, which most people have spent in their homes. Attention is focused on virtual environments, which is where communicators should aim to generate value for the brands they work for. Branding and lead conversion are key here.
As obvious as it may sound, the shock of 2020 still lingers, and will linger for a long time to come. In this context, communicators should assess this critical year and realize that, if communication is conducive to peace of mind, all the better.
Solidarity, unity – messages based around these concepts are both expected and well received during the difficult period brought about by the COVID-19 pandemic. Thus, when assessing the communicative potential of a brand and the story that its communicators wish to tell, it is important to make it a hopeful one.
Isolation, for example, is a powerful vehicle for conveying entertainment concepts, contributing to the moods of potential consumers and connecting brands with them.
While understanding that, even in critical times, every communication campaign has a target audience and is not aimed at everyone, communicators should not lose focus and jettison all the premises acquired prior to 2020.
Humor in communication can be a sensitive topic. Does it apply to everything? Are there limits? It is not the aim of this article to provide answers, only to provoke questions. Smiling or laughing in a year which has given us little reason to do so can act as an escape valve.
If communicators wish to focus their campaigns, as well as thinking about the audience segment to reach, as always, they must take care not to hurt anyone’s feelings.
It is normal to take stock as the year draws to a close. And 2020 will be a year to remember due to its intensity and demands. Communicators should not be daunted by this analysis, and the year’s lessons are useful when focusing on the work still to come.
