Ten trends that will set the communication tone in the post-pandemic period.

The RAE defines a trend as a person’s inclination towards certain goals. These, put into practice, include a wide range of subjects such as tastes, sensations or experiences. Ultimately, it is about stimuli that people feel as pleasant and interesting. On this subject, Carlos Trelles, CEO of Axon Marketing and Communications, participated in the webinar “10 trends in communication and public relations to manage reputation post Covid-19”, organized by the Faculty of Communication of the University of Piura, in Peru, to which he was invited due to his extensive work experience in the field of public relations, corporate communication and advertising. In this exercise, Trelles analyzed the possible post-pandemic scenario, taking into account the challenges and opportunities that every team that manages the reputation of companies will have to face. To do so, he started from the fact that during the current health crisis, technological advances were made almost 10 years ago, as a result of the growing demand for this type of solutions. And, in this context, he highlighted the exponential growth of digital media, which, according to multiple surveys, it has been concluded that audiences are demanding greater capacity for research and education.

Thus, and based on the method of “trial and error”, Trelles concluded that these are the trends in communication that will be relevant in the post-pandemic:

1. Search for a more human communication: The need to give faces to an emergency became today more than ever a facilitator of rapprochement between companies and their stakeholders. What is the real impact of any event on human dignity and its environment? This is a question that must be asked in all communications planning, according to Trelles. He also pointed out that the primacy of mathematical data has naturalized the loss of human lives, but what lies behind these flesh-and-blood figures?

2. Do what is said, be consistent: Audiences became the main judges of corporate actions. As a result, the mission, vision and corporate values become, according to Trelles, the axes of internal and external communication. From there, it becomes essential to think of initiatives that connect with the heart of both the organization and the people.

3. What is our true reason to be?: Here it must be clear from the beginning what is the company’s purpose. Such internal analysis exercises are linked to terms such as Social Responsibility, which at the end of the day help to discover the true degree of usefulness of the services offered.

4. Less massive and more focused communication: Not only the figures of the reach or influence in the market generate an attractive face of the company before the stakeholders. Personifying corporate achievement in more human terms strengthens bonds of reciprocity and sympathy among audiences. At this point, interesting campaigns that penetrate specific niches are essential, following the golden rule that “less is sometimes more”.

5. More research for more value: Generating content has never been more difficult. The fact is that content is no longer generated by occupying information grids; behind it there must be a clear, deep and truthful research exercise. In the technological era driven by Covid-19, stakeholders have acquired a sixth sense. The company that identifies products with a high level of research and time invested is their favorite.

6. Differentiating is the biggest challenge: In the midst of tragic news and accumulation of intransigent and transient content, taking the risk of being different and going against the grain in a heterogeneous world is the key to successful reputational communication. Formulating strategic moves involves analyzing what other campaigns others have done so as not to fall into the media monotony of the same initiatives with a different face.

7. About sources and their importance: Closely linked to the investigative duty in the generation of media and reputational content is the process of verifying sources. The audience legitimizes the communicational product from its experience and knowledge of the source previously consulted. Choosing wisely the voices and faces that argue the content becomes a golden rule.

8. Messages must be fluid, transparent and clear: Messages must be like water: fluid, transparent and clear. Keep in mind that it is not necessary to use a bad word to destroy a message in general. Technicalities, as opposed to using clear and responsible language, are counterproductive for the reputation management of any company. Audiences are more practical and language should not be exempt from that.

9. Multiple possibilities in an “omnichannel” world: The exponential ramification of digital life has resulted in a whole range of technological supports that present themselves as juicy offers for the most creative. Telling a story from all fronts made possible by digitality, as well as human creativity, now recognized as ‘storytelling’, is a practice that has become more relevant.

10. A brilliant and primordial human capital: In the post Covid era, achieving more creative ideas will depend on involving more and better people and professionals because the reputational face of a company is not built from the outside, but from the inside.

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