PRWEEK CONVENE THESIS: COMMUNICATING IN THE CORONAVIRUS ERA | Everett Mitchell
PRWeek hosted a virtual conference on the above date which was chaired by Steve Barrett, VP and editorial director. The conference was conducted to examine and discuss the impact of the COVID-19 pandemic on the PR industry and how we plan to survive this challenging time while surveilling the long-term implications for the in-house and agency sectors. The conference spanned over three sessions as follows: (1) Leading with Purpose sponsored by Zeno (2) Virtual, Our New Reality sponsored by Aflac and (3) Communicating in a Time of Crisis sponsored by The RepTrak Company.
All three sessions were thoroughly enlightening and informative and delved into the importance of prudent and efficient reputation-management by demonstrating empathy and authenticity— while maintaining the integrity of the business to its stakeholders. The sessions also addressed the significant role of internal communications in negotiating this time of unparallel upheaval in everyday life and how leaders have risen to the occasion during the coronavirus pandemic and demonstrated effective leadership.
Leading with Purpose
This session, which was the first, featured Alison DaSilva, Managing Director, Purpose + Impact Zeno Group, who spoke about the importance and impact of leading with purpose. Alison spoke to Steve (who was mentioned earlier) about the significance of companies expressing clearly defined purpose during this time because they will stand out, while those without clear, articulated responses will not. She articulated how this pandemic also stimulated companies to initiate many acts of generosity that was purposeful. The question was now: would companies extend this new trend after Covid-19? And is this the beginning of a deeper or more purposeful endeavor by businesses to their stakeholders? She detailed the efficacy of the elements of purpose and how they are likely to lead brands and companies in this time and beyond.
Alison determined that companies that led with purpose were,
“uniquely positioned to look at social issues and focus on community and neighborhoods, while guiding agents and employees to deliver great service simultaneously.”
She stated, however, that,
“philanthropy doesn’t mean purpose.” It is way bigger than that. It is asking, “how are you using that purpose other than delivering ROI to investors?”
Companies that exercised such notion are those that will experience renewed commitment when this is all over. Additionally, the company’s tone should be purposeful in this scenario and communicate with its customers at every minute while building relationships with community organizations and the media. Alison warned that companies should avoid what she termed as, “Corona Washing,” which was a euphemism for taking advantage of a vulnerable society in a crisis, by faking altruism- like applauding health care workers. Brands should be asking, “what are we doing to contribute?” “What is our emotional marketing?” Brands actions should not be covered in donations, but actions should be part of the PR process. Brands should never try to leverage the current pandemic for any problem that might occur. Another note of importance made by Alison was that companies should learn to adjust their pitch to reporters during this time because everybody is “suffering” and there needs to be a certain level of empathy, patience, kindness when seeking to broadcast stories.
Virtual, Our New Reality
This second session saw Catherine Hernandez-Blades, SVP, Chief Environmental, Social & Governance (ESG) and Communications Officer at Aflac talk about the value of employee engagement, which is critical in ensuring that companies are sustainable after the Covid-19 crisis– by highlighting their most valuable asset, the staff. She outlined how her company is administering a values-based approach to a consolidated stakeholder agreement by detailing how Aflac ensures the welfare of its human capital and in return, the staff reciprocates.
She emphasized that stakeholders come in various forms and even when thinking internally, board of directors are not readily seen as a key group and so there comes an opening for a relatively unknown staff member to become an influencer in shaping a company’s response in times of crisis and even beyond. Each stakeholder group has a different insider perspective and by virtue of these perspectives, allow internal communications (IC) the opportunity to craft and distribute information to them through specific channels. This process allows IC to learn where the staff mindset lies and how, when and where to send this information and even prepare audiences to seek out what they need— making the company’s effort much more efficient and effective.
This value-based platform provides practical skills for identifying the correct stakeholders by determining what they care about and providing genuine solutions for activism and engagement while measuring success. Additionally, this approach creates a, “commitment to each other by taking care of each other’s mental, physical and financially needs.” Aflac shows its commitment to staff welfare by providing a “pandemic relief” which allows employees to participate in a loan program— interest free. Working virtually, has also become a new reality and Catherine spoke about having over 95% of her employees working remotely from home and the company has been fortunate in not having to lay off any employee. Aflac’s technical infrastructure and early investment in technology have allowed the employees to continue to deliver great service to its customers. Catherine pointed out that communications and human resources are in full flight at the moment and the first thing to do in this great time of uncertainty is to take care of your people first and then “communicate, communicate, communicate.”
Communicating in a Time of Crisis
The third and final session had Kylie Wright-Ford, Chief Executive Officer, The RepTrak Company speaking about how strong leadership was necessary in such a time as we are now facing with Covid-19. Strong leadership should be at the forefront of a crisis and constituents are looking for guidance and strong communication to alleviate their fears. Of course, such leadership is viewed from the angle of communication and how it aligns with messaging and action. Kylie noted that
“leaders have to pivot in terms of reaction, dynamism and to deal with the noise during a pandemic.”
Crisis leadership requires you to be true to your values and style while your website should be more informative in such a time. Let your values lead you and ensure leaders do not raise the level of anxiety and use multiple channels to communicate your messages. Do not be afraid to “reset the button” and don’t be bland or tone deaf! Employees should be a part of the response process in times of a crisis and this is where internal communications become relevant and pretty much all the tools should be made available to keep the employees informed and aligned.
Meticulous and fundamental comprehension of corporate reputation is critically essential in navigating a company’s increasingly complex world. It is also important that businesses move from measurements to meaning, practical insights and vision, in order to defend business value, increase return on investment, and improve their positive impact on society.
Kylie stressed that motivation, engagement and passion of an entire business—that is totally invested in the well-being of its customers— should reflect a strong success factor and must be aligned with the organization’s mission. Employees are a company’s strongest ambassadors and an open and efficient channel of communication must be at the disposal of both parties to create something like an internal social network. Importantly though, is the proper cascading of all the information in advance before going forward to the public with a crisis initiative.
Indeed, these sessions in communications lessons from inspiring leaders have laid the platform for future applications that can be translated into day-to-day business practice and enhance a company’s reputation and PR efficacy.
It was a powerful and enlightening presentation that was also engaging and purposeful. Thanks PR Week Convene for these highly informative sessions.
Be safe and stay inside.
