Navigating Innovation During a Pandemic: Insights from a Public Relations Firm
A yarn spins a tale about a group of Mice, all living in a state of constant worry due to a pesky Cat. In a meeting, various suggestions were tossed around to beat the Cat. A young Mouse suggested fitting a bell around the Cat's neck so the Mice would have a heads up when the Cat was approaching. However, one wise, old Mouse asked a question that stumped everyone: "Who will put the bell on the Cat?" The moral of the story is that ideas may sound great on paper, but executing them is another story altogether.
Working for one of Africa's top PR firms, Global Media Alliance (GMA), has allowed me to witness firsthand the client's expectations and reasons for seeking agency assistance. Essentially, clients desire straightforward solutions and not additional problems. They need GMA to create a lasting impression on their audience by means of effective branding, allowing their customers to know exactly what they can expect from their company.
Branding plays a crucial role in making a lasting impact on consumers by creating a memorable first impression and enabling them to understand what a company represents. It is a true reflection of a business' identity and how it wishes to be perceived. The tone set by branding dictates the direction, feel, content, vision, and execution of every message conveyed.
Our team of PR experts at GMA designs and implements customized communications and marketing plans to enhance the public's perception of our clients, their brands, and their products and services. With several years of experience, our team excels in catering to major industries such as Finance, Telecoms, Technology, Travel/Tourism, Healthcare, Automobile, Aviation, Energy, Food, Beverage, Agribusiness, Government Relations, and Real Estate, among others.
Brands Post-COVID
In March 2020, when Ghana confirmed its first two cases of COVID-19, the entire country found itself in turmoil. On a global scale, few were prepared for a pandemic that wreaked economic havoc, claimed lives, destroyed businesses, transformed everyday life, led to job losses, and more.
Businesses worldwide were bombarded with decisions on whether to spare no expense in saving their companies or direct their focus to the public health crisis affecting their customers or the general public. Notably, customers expected companies to show their compassionate side during crises, chiefly through empathetic actions. Despite all the obstacles, the clients that GMA serves and other businesses were required to exercise tact and sensitivity during these challenging times by maintaining their prices to avoid further burdening customers.
As time progresses, customers have taken it upon themselves to closely examine the actions and inactions taken by brands when it comes to their customers' safety, employees, and the community in general. Subconsciously, customers have started to take note of brands' efforts to improve society or positively connect with society. Thus, companies that care and have earned public trust during health and safety uncertainty receive favorable scores, while those that only care about profits meet the opposite response.
The COVID-19 lockdown phase witnessed numerous organizations donating cash, Personal Protective Equipment (PPEs), and more to support the public. Other brands and individuals joined forces with the COVID-19 Private Sector to establish Ghana's first Infectious Disease Centre.
More recently, the Appiatse explosion around Bogoso in January 2022 has led to countless well-meaning Ghanaians and multinationals donating aid such as mattresses, food, buckets, toiletries, and funds worth millions of Cedis to aid the displaced residents, support the rebuilding of the township, and console the grieving families.
The Game Changer
The fundamentals of brand building have remained unchanged, but the "how to build the brand" has undergone a significant transformation, calling for a refined playbook. Here are some game-changing ideas for brands:
- Prioritize Authenticity to Drive ActionDuring the pandemic and lockdown phase in particular, Ghanaian consumers developed a taste for empathy, community support, and genuine brand messaging. Hence, brands are expected to maintain an authentic tone and keep customers reliably informed.
- Stand for SomethingThe desire for brands to divert significant sums of money for COVID-19 support and other emergencies stems from a commitment to adjust and provide innovative strategies to compete against the market downturn caused by the pandemic. To become trusted brands, companies are strategically shifting their focus from solely making profits to ensuring their customers' and employees' wellbeing.
- Keep a Pulse on What Customers WantThe COVID-19 outbreak, lockdown, and restrictions forced consumers to control the market by determining what they wanted and how fast they wanted it, thanks to ride-hailing apps, food delivery apps, social media platforms, and more. To excel in 2022 and beyond, brands must gain a clear understanding of their customers' expectations and the customer journey to attain a distinct competitive advantage. Marketers must be responsible for driving customer engagement based on consumer needs.
- Rethinking the Brick-and-Mortar ModelThe lockdown phase served as a wake-up call, emphasizing the need for businesses to reevaluate their strategy beyond physical structures. In today's climate, brands should employ agile and innovative platforms to reach a wide audience, evolve with their customers, and avoid falling behind. After two years of living with the pandemic, there is no turning back; it's innovation or nothing.
- Harnessing Impactful PlatformsIn a post-pandemic world, promoting unity online and offline is crucial for forging closer bonds with customers at various levels. Data shows that virtual connections skyrocketed during the pandemic, when people were forced to avoid in-person gatherings due to quarantines, travel restrictions, and social distancing guidelines. To foster unity online, brands can sponsor virtual events to engage with customers, for example, by building the capacity of their SME, premium, youth, and other segments. Brands can also explore platforms like Clubhouse to form deeper relationships with their customers by offering helpful advice and featuring industry leaders and celebrities.
In conclusion, the GMA team offers a comfortable experience for current and potential clients. The pandemic has presented numerous challenges for brands, but innovation can help them get back on track and even connect with customers on a higher level than ever before.
*Behind the Scenes
The writer is the Public Relations (PR) lead at Global Media Alliance, a venerable and locally owned PR firm in West Africa. With more than ten years of PR, Marketing, Media Management, and Strategy experience under his belt, the writer has worked with a diverse array of international and local brands such as Vodafone, Tullow, eni, OCP Africa, and more, across industries such as Agriculture, Arts, Beverage, Education, Energy, Government Relations, Health, ICT, Real Estate, Sports, Telecommunications, and Travel/Tourism, among others. Together with his team of skilled PR professionals, the writer conceptualizes solutions, advises both retainer and project clients, and executes projects in line with KPIs for local and affiliate projects managed by firms such as Weber Shandwick, Fleishman-Hillard, and others. The writer is passionate about fostering the growth of the younger generation in their chosen career paths, particularly in communications. Outside of PR, he maintains a blog on everything Ghana at https://paakwesiforson.com/ and can be reached at [email protected]. His social media handles are
- In the midst of challenges, Global Media Alliance (GMA) clients show compassion to their customers, often through empathetic actions, acknowledging the importance of community support and authentic messaging.
- The pandemic has highlighted the significance of a refined branding approach, with companies increasingly prioritizing their customers and employees' wellbeing over profits.
- In today's interconnected world, understanding and catering to customers' expectations is essential for brands to maintain a competitive edge, demonstrating marketing's vital role in driving customer engagement.
- Adapting to the virtual environment is crucial for businesses, as they strive to innovate and reach a broader audience through flexible and agile platforms.
- Utilizing impactful online platforms is key to fostering unity between brands and their customers during post-pandemic times, allowing for deeper connections through virtual events, sponsorships, and influencer collaborations.
- A focus on education and mentorship, particularly for the younger generation, is essential for the continuity and growth of the communications industry.
- As a PR professional with extensive experience in various industries, the writer is dedicated to helping brands leverage innovative strategies to rebound and connect with their customers in the emerging post-COVID market.
