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Anuja Choudhary, WizSpk Communication : Staying Ahead of the Curve

How to build and maintain brand reputation and explore effective crisis management strategies

PR and Marketing are the pillars of all brand communication strategies in an enterprise. But how a brand responds to a crisis is especially significant to their model of communication. In recent weeks, the country has witnessed the adverse effects of the global pandemic on various aspects of life and livelihood, and has showcased the breach in many preparedness/precautionary designs. In situations such as these, it is vital to try and construct systems which seek to minimise the negative impact that a crisis could have on the global market. Understanding the nuances of this delicate situation, Wizspk, provides services to our brand partners, to help them navigate brand communications during a crisis effectively and how to adapt, and brace for crisis impact.

Many companies are perplexed over the strategies required to deal with the consequences the COVID-19 outbreak has had on operations. In this time, it is essential to not only establish preventive measures at a health level but also to mitigate its effects on a communication level. Some essential elements to keep in mind to maintain brand loyalty and reputation through PR and social Media Marketing- include quick responsiveness and taking positive initiatives in brand communications, customer engagement and digital marketing.

During crises, practices to increase brand affinity can play a major role in managing reputation. Such practices include cause marketing, content creation and channelling of unitary messages for the media to increase brand visibility and establish a sense of solidarity through community engagement.

Another effective solution enterprises may opt for, to sustain business, is moving events and sales online. Digitalising platforms and reducing human interaction wherever necessary has the added benefit of being cost-effective, moving and utilising resources more efficiently.

The right brand communication should also take cognizance of the sensitivity on any crisis such as the COVID-19 outbreak, and employ communications across the board- i.e. to customers, employees and stakeholders etc. - in a timely, positive and transparent manner.

Wizspk believes that its presence across the country and fluency in strategic communication programmes - allows it a unique vantage point to assess the negative effects that the pandemic has been registering across economic sectors. Agility in ideation and proactivity allows PR industry to prepare the most effective communication strategies with clients, such that the communication is built in anticipation of the crisis and not as a response/reaction to it.

In a crisis it is essential to follow a systemic protocol, involving elements like - key messages, communications, reactive actions etc. Wizspk customises these standardised protocols to fit and adapt to specific industry requirements.

Given that certain inevitable changes such as modification of marketing plans, budget adjustments, or cancellation of events, may not be avoided and that sectors such as Retail, Hospitality and Tourism, are affected more prominently, the right communication becomes even more significant to re-instigate brand identity during times of adversity.

For all these reasons, it seems evident that in times of crisis, it is more important than ever to converge expertise to service of companies and assist them to overcome the situation in the best possible way, both in terms of health and reputation.

Tarunjeet Rattan, Nucleus, on Leadership in Times of Crisis

These are trying times for all of us as the health crisis followed by the looming economic crisis is unprecedented in our lifetime

While everyone knows that we must extend compassion and understanding to all. A lot of businesses are going to be impacted in the coming weeks and it will force us to re-think our business models as cash flow will be seriously impacted. While compassion is the rage, how do you run a business that needs money to sustain as employees have to be paid, rent is due, EMIs are looming and vendors are waiting in line to be paid. Each one of them have their own households to run. This is going to be the toughest time for leadership in the entrepreneurship space. That being said, you can always choose the kind of leader you want to be.

Amit Mishra, MSL, on the Needs of the Hour

Clients would be well advised to remove marketing posts and strategies that are not up to date with the ever evolving current times says, Amit Misra, CEO, MSL South Asia

In the wake of the unforeseen social-economic crisis that the industry is undergoing at the moment, consumers are coming to terms with the emotional burden of self isolation, says Amit Misra, CEO, South Asia for communications major, MSL. He feels that in the current situation PR agencies should perform the role of providing a socially conscious voice to counsel clients and colleagues. "Ever evolving, up-to-date communication campaigns and strategies from a socially conscious and innovative perspective is the need of the hour. We are staying positive and focused not just toward just our clients, but our colleagues as well in these unprecedented times,” he says

Madan Bahal : Greater need for Crisis Management & Internal Comms

Madan Bahal, Co-founder & M.D., Adfactors PR talks about the ongoing COVID-19 shutdown, and explains why PR has never been more critical

Madan Bahal, Co-founder and Managing Director, Adfactors PR talks to exchange4media from the “safety of the bunker called home” during the ongoing COVID-19 shutdown, and explains why Public Relations has never been more critical than in the current scenario.

Trust Barometer: Brands Critical To Making It Through

Edelman Trust Barometer finds consumers don't believe their countries are equipped to make it through the coronavirus outbreak without the help of brands

With no relief to the Covid-19 pandemic in sight, consumers are turning to brands to provide the safeguards, products and guidance necessary to outlast the crisis, according to a special Edelman Trust Barometer study.

62% of respondents said they don’t believe their countries would make it through the coronavirus outbreak without brands playing a critical role in addressing challenges created by it. 90% said they would like to see brands partner with government and relief agencies addressing the crisis, with 50% saying that doing so is critical to earning or keeping their trust. A vast majority (89%) of respondents want brands to start producing products necessary to manage the outbreak.

Global Industry Survey carried by PRovoke, ICCO and Stickybeak

77% of PR firms across the world expect the Covid-19 pandemic to cause a loss of earnings as communications budgets decline

The study, which attracted 393 responses (including 105 in-house executives) from across the globe, suggest a relatively bleak forecast for the PR industry's prospects — as it grapples with cancelled campaigns, consumer marketing budget cuts, hiring freezes and payment delays.

When asked how Covid-19 is expected to impact their PR firms, loss of earnings accounted for more than three-quarters of responses, ahead of hiring freezes (62%) and well beyond pay cuts (37%) and layoffs (27%). Only 15% of responses expect increased business from the global pandemic, but 35% do report that clients are increasing agency work in response to the pandemic (see Q8 below).

Kaizzen Sweeps at ET Brand Equity Kaleido Awards 2020

Kaizzen won four awards at the prestigious ET Brand Equity Kaleido Awards 2020, including a clean sweep of Gold, Silver and Bronze awards

Kaizzen won in the “Best Campaign in Sports” category, for its client and globally renowned sportswear brand– adidas. Kaizzen also won the Silver award for “Best Campaign in Professional Services” for its client and renowned law firm – Lakshmikumaran & Sridharan.

Out of the 4 shortlisted entries, Kaizzen bagged the Gold award for their campaign - 'adidas - rebuilding the sporting spirit of Kashmir through football'; Silver award for their campaign - 'adidas - Run for the Oceans'; Bronze award their campaign –‘adidas - changing lives through the power of sports'; Silver award for their campaign - 'L&S - The Lawyered Way!' in the category 'Best Campaign in Professional Services'.

Commenting on the occasion, Vineet Handa, CEO & Founder, Kaizzen said, "It is very rare that an Agency wins all three awards in a single category and we are humbled and honoured to be part of this select list.In addition to being a full-service multi-sector agency, we also offer strong expertise in sports, with a specialist team including former sports journalists. The awards are a recognition of executing campaigns for clients that have made a measurable difference to their business and communication goals and come as great news for us in these challenging times. While times are tough, we remain committed to constantly seeking opportunities for our clients and providing them with the best counsel and service".

PRWeek is back in Asia with Haymarket Media

PRWeek is the world's leading specialist media for PR and communications professionals and academics

In May 2014, it launched the first global PR destination combining the highly regarded US and UK sites and launching the Asia edition. After a break, PRWeek Asia is now revamped and returns to Asia with extensive news, analyses, and opinions for the PR and comms industry. Together with its sister title Campaign Asia-Pacific, PRWeek Asia’s mission is to bring essential news and knowledge to the marketing, advertising and media community, with a deep probe into Asia-Pacific’s dynamic PR and communications sector, so members of the community can make informed decisions and stay at pace with market trends.