BRAND RESILIENCE WAS THE TOP COMMS LESSON LEARNT FROM COVID-19, W7WORLDWIDE GUIDE REVEALS
Saudi Arabia-based independent marketing communications consultancy, W7Worldwide, has developed a guide for comms professionals to share key learnings from the pandemic.
The pandemic has taught businesses across the globe the value of effective communications, from strategic discipline to brand resilience. Customer centricity, human storytelling and corporate social responsibility are now fundamental to successful comms.
Abdullah Inayat, co-founder and director of W7Worldwide, says, “Around the world, countries and markets are now planning and testing their exit strategies from lockdown. Navigating unchartered waters, the pandemic has fundamentally changed the way companies need to communicate with their stakeholders.”
Public relations professionals have provided valuable support for company’s navigating through pandemic, and their role continues to evolve. W7Worldwide says that Covi-19 is not just a moment for brands to serve an immediate need, but to create a way to build deeper, longer-lasting, and more meaningful relationships with stakeholders.
The ‘7 Communications Lessons from Covid-19’ guide was created by the consultancy’s crisis communications division. It covers topics including brand resilience, internal comms, thought leadership and influencer relations.
The need for a resilient brand that can withstand market stress was highlighted as the most valuable lesson for comms and PR professionals in 2021. Corporate, social, and environmental responsibility are now core components of brand resilience. It also points to increased responsibility of internal communicators, who had to step up and guide employees through ongoing changes.
Digital continues to evolve, and W7Worldwide encourage brands to move towards personalised content in 2022. But, it points out that influencer and social campaigns should be specifically designed to suit the region’s culture and taste.
Brands that have been active in providing thought leadership and creative content have stood out this year. Media relations are changings, with industry and consumer outlets craving reliable information of navigating the pandemic.
“As Communicators, we must support business, governments, and organizations to come up with solutions and help drive them forwards, says Inayat.
