What lessons are we likely to draw from the recent lockdown limbo now that life is slowly turning back to normal? Will it be all the way back to normal, including the complacency of dominant market players never short of eager customers? Romanian marketing consultant Olimpia-Elena Andronic believes we, both the public and businesses, have become more supportive, empathetic and adaptable. In a piece on business communication in Romania during the pandemic, she presents new emotions that replaced smug confidence usual for business commercials before the crisis.
One cannot defy a virus, but one can and must defy the panic and that standstill that is dragging us into a recession that will prove a much traumatic experience for a huge part of the society, eventually everyone. I hope that a week of good Easter weather will show that the spike in the spread of the virus has nothing to do with people willing to get back to normal.
Besides knowing where you go and what you do in a crisis situation, speaking with one voice is of utmost importance. The alignment of your organisation may become a key to keeping its reputation, saving its brand and securing its business.
Communications is nothing if not trusted. Winning trust is a tall order. A few years ago, most of us were immersed entirely in coping with the new tools and techs. While this phase is surely far from over, we are coming closer to admitting that communications is more than its tools.
This is about my very personal journey: what brought me to communications, through experience, shifts and turns, from earlier years up until recently. Comms doesn’t tolerate a standstill. Transformation, change, innovation are the only constant. And you go all out and run for dear life just to keep up with it.
We shift away from the TV, away from manipulation—either commercial or ideological. And we will have less and less tolerance to manipulation in any new media outlets with ambitions to replace the current mainstream media. My take on reputation as a decisive criterion for what survives and what will die in the future professional content production.