Messaging

In an area not exactly used to dealing with snow, ice and frigid temperatures, the utility infrastructure crumbled, leaving millions without power, heat and fresh water for days. Getting important information out to those who need it can be extremely difficult for audiences who primarily depend on electricity, internet and wifi to power their communications needs. 

Have we turned the corner on coronavirus? If not, what dangers are ahead? How can brand communicators help spread accurate information to employees and the public about vaccination, mask wearing and the importance of doing as much as possible before variants go widespread, probably in mid- to late-March?

In the case of the 2020 election, getting the comms right was absolutely urgent and critically important, writes the author. Telling the right story, to the right audience, on the right platforms over time garnered change, faith, the audacity of hope and impact.

COVID vaccine messaging is about to get another shot in the arm through the release of a new confidence campaign called “Because of This,” launching Tuesday. “Because of This” includes four PSAs which strive to remind Americans of the reasons for vaccination: the importance of our close, personal relationships. The ads include real people who provided personal footage for the campaign. 

After the insurrection acts at the United States Capitol this week, the importance of clear communication during a crisis was evident once again. Organizations and brands took to social media and the airwaves to release statements regarding their position on the situation.

Video and images flooded social media this morning after several states launched emergency use of the COVID-19 vaccine. Many government entities and news outlets broadcast the first inoculations live, providing a sliver of hope in a year when so many have lost loved ones across the globe.

Message testing is a valuable and essential part of communication strategy. Ensuring it is part of the planning process for a PR effort can make the difference between an effective campaign and one that fails to deliver.

It might be the last month of 2020, but that’s not slowing big-time fast-food marketing campaigns. If anything, it might ignite chains’ last gasp for relevance, and, of course, sales, before the year comes to a close. Just in the past week we’ve seen an emergence of some fun and unique campaigns that many consumers may still be talking about as the calendar turns to 2021. McDonald’s, KFC, Chipotle and others continue to stretch the boundaries of branding genius. 

While many businesses are accustomed to working virtually, essential workers have remained on site during the pandemic. In pre-coronavirus times, internal messaging routinely thanked staff, celebrated victories, updated employees and bolstered morale. During the past nine months, the volume of such messaging has risen significantly.

A veteran and PR pro looks at the similarities between working in military affairs and civilian operations. The common bond, he writes, is that people are the most important asset. On this Veterans Day, he urges Americans to practice positive PR and honor the nation’s greatest asset.