As the world continues to adjust to a new normal post peak Covid-19 chaos, communication agencies are redefining what it means to partner with brands to generate relevant, original and responsible messaging that gets strong media cut through.
This crisis has seen organisations pivot their strategic direction to position themselves as thought leaders in their sector, taking ownership of the social and political commentary happening in the media during this health crisis.
With the intention of spreading awareness, and assuring people during tough times, brands and industry spokespeople are coming together in the media to talk about their fears and shared experiences and offer their views and opinions on possible solutions. This has allowed brands and organisations to really define their brand purpose and leverage it in this new context.
Now more than ever, it’s vital to take rapid action, but ensure it aligns with your wider purpose and messages. If Scott Morrison has held a press conference on mental health at 10am and it relates directly back to your organisation, you need to be ready to start pushing out your messaging, your solutions and your advice to your community by 11am.
The news cycle is working at a breakneck speed, and if brands don’t keep up, they’ll find themselves with whip lash.
By leveraging announcements, political or otherwise, you can strengthen your position in the market, showcase who you are, what you stand for, and demonstrate why you exist and, most of all, why people should care.
P4 Group was recently engaged by Fitness Australia to help them communicate their leadership position and support the fitness industry during the rapidly evolving COVID-19 pandemic. Working with the Board and CEO, we developed a strategic campaign which would elevate their brand voice to advocate for the safe re-opening of gyms, citing the mental and health benefits for the community, but also for the economic impacts of the industry – from sole traders and exercise professionals right through to national franchise operators.
The campaign carefully balances Government advocacy to allow reasonable health and fitness activities to continue, while also offering inspiration on how people can maintain sharp physical and mental health in isolation through a central ‘Keep on Moving’ campaign microsite.
This approach has seen Fitness Australia achieve more than 1,100 media mentions since the campaign launched in late March - well and truly cementing them as the thought leader in this space.
Below are a few things to consider when curating your media messaging and pitches during this time:
Though all of this, organisations can use their voices for public good, fight fake news, and spread social awareness.
If you want to learn more about amplifying your voice during crisis and beyond, get in touch: email@example.com.