COMMS STRATEGIES TO FACE INFO CHANNEL SHIFTS
It seems no sector will emerge immune from the Covid 19 pandemic. Communications will be no exception and will need to address a media landscape dramatically transformed by shifts in information consumption patterns.
Reports around the world highlight that people are spending more time consuming social and online content, yet altering their consumption preferences and rallying to brands that demonstrate purposeful messaging. Up too is radio – Talk Radio in particular – and TV consumption. In the UK, live and same-day TV viewing is up 22% with young adults among the main consumers. In some markets, print is witnessing a revival, with research showing 32% of consumers - including the 18-24-year-old age group – reading newspapers, physical or digital, more often.
The shift reflects a keen hunger for credible information and for wellbeing-focused content. Purpose is the new communications currency. Websites of highly credible organisations, such as WHO and official government sites, have seen visits more than quadruple since March. There’s a whole new breed of influencers across markets – the scientists and health experts that people now trust!
Whether the trends endure post Covid 19 remains to be seen, but there will be shifts in media landscapes to some extent. Talk Radio, for instance, may have won over listeners that continue to consume it when they settle into the post-Covid norm. What is certain is that communicators will have to adapt to the shift and work to help channels fulfil increasing demand for trustworthy informational content.
For internal communicators, there appears to be no way back from the huge surge in the use of video comms technology. Microsoft Teams and Zoom have recorded enormous increases in users since the pandemic turbo-charged the remote workplace into the new reality. Zoom had 10 million users at the end of last year, and since the beginning of March this year, it has reported 200 million users and growing! The US has banned its use for classroom learning and, in the UK, analysts and researchers have raised concerns over how older versions of the app have been used to send analytics data to Facebook.
Action Global Communication’s research across its key markets reveals some market-specific media preferences and cross-market generalities.
Key take-away trends are:
• The E-vent: Substantial take up of live streaming of online conferencing/events could become an alternative to conventional equivalents. Are clients ready to look/sound good for video/audioconferencing?
• Talk Radio/news websites will look to maintain new-found audiences but will need enough content to sustain engaging conversations. This is a huge opportunity for communicators, and with online interview technology now mainstream, excuses of clients not being able to make it into studios no longer wash.
• Look for influencers who have truly credible content and value-add engagement for extra brand exposure. Can you nurture an influencer – physical or virtual – from within your client ranks?
• Huge appetite for creative digital content. Creative photography/ video/ infographics/knowledge-sharing content will win the day.
• Twitter is now a mainstream news source. Can you sharpen messaging techniques to deliver short but informative bites?
• Educational podcasts are credible messaging tools. Scripting and interview/response techniques will be key attributes. The carefully thought-out yet authentic sound bite will score.
• Video conferencing will remain in widespread use for internal comms, but comms professionals will have to get to grips with the right platform to secure privacy.
Around the network:
Russia
Broadcast collaboration is in force. Seventeen TV channels recorded a joint video using their own
presenters and personalities to promote the ‘stay at home’ campaign. Presenters and actors of one
specific channel are promoting the programmes of competitor channels to keep people switched on.
UAE
The Arabian Radio Network (ARN) has an inventive approach to information dissemination which may lead to inter-broadcast-co-operation post Covid on ‘Radio That You Can See.’ The English talk radio station has had increased listenership, which has shown huge trust in its presenters. The leading English language entertainment TV station, Dubai One, has collaborated with ARN’s Dubai Eye to broadcast the station’s Business Breakfast and agenda programmes daily, from 7-11am, seven days a week. The move created ‘one authoritative voice’ in the mornings to take control of the narrative.
Romania
The leading business daily hosted its first video conference on HR trends, which was watched by 69k viewers, while the local edition of Forbes magazine has hosted online business meetings attracting a 60k plus viewership.
Some social influencers have adapted to the new norm with a popular travel influencer teaching children geography online, sharing knowledge from his personal experience. The ‘Learn geography with #TheTravelsonFamily’ includes a free activities booklet where kids and parents can make associations between places and tourist attractions, colour and glue maps.
Qatar
Newspapers ceased printing and focused on digital. Content shifted from in-your-face promotion of events/outlets to in-home recreation recommendations. Time Out Doha became Time In Doha. News portals have become more popular as people seek authoritative updates on the local situation. Twitter has become the main information source with the government using it as its prime comms channel.
Cyprus
TV and social media are recording increased daily engagement. Younger consumers are watching TikTok videos. Brands have turned to live information/education sessions on Instagram and Facebook to communicate support, rather than promotion messaging. The more mature generation is turning to WhatsApp, Facebook messenger and Viber to communicate.
Ukraine
Online infographics and videos, particularly human-interest stories and humorous content are being snapped up. Social media content devoted to life after Covid are also proving popular, though social media discussion has revealed an underlying mistrust of many unsubstantiated posts, with Viber andTelegram scoring with adults, and Instagram and TikTok winning over the younger audience.
Bulgaria
Since the March 13 state-of-emergency declaration, TV viewership has risen by 2 million people aged 18+.There’s a general acceptance that TV content is more credible. Talk Radio stations are gaining more Facebook followers, while podcasts, focusing on frontline heroes, have risen in popularity.
A new generation of influencer has emerged – front-line professionals, such as medics, doctors and nurses whose posts are being profusely shared by an increasing follower base.
Where To From Here?
What the precise post-Covid communications landscape will look like across the board remains to be seen, but life in general, and consumer behaviours are likely to be changed forever. As a result, comms professionals will also have to transform their behaviours to rise to the challenge.