Before rewriting your communications strategy, do this first

John Lennon sang it best: “Life is what happens when you’re busy making plans.”

Society might be gradually returning to normal as lockdown eases, but it’s no good pretending you can resume business as usual.

Are your pre-pandemic strategic and communication goals still relevant? It seems unlikely.

Everyone is now grappling with a new normal but those new normals aren’t identical. The adjustments required depend on your business.

As an example, Streem compared how coronavirus has impacted the brand profile of 25 or so prominent Australian companies. It illustrates the variety of earned media ramifications wrought by the one virus.

Before revisiting your communication strategy, it’s important to understand where you’re starting from. That might mean content volume trends, but also where and when your brand is appearing and, in particular, the key topics you are being associated with.

It’s only once you have a firm grasp of the current landscape that you can approach the following three questions:

  1. Are you happy with your current positioning in the media?
  2. Where would you like to be?
  3. What’s a realistic path to getting there?

In our experience, a lot of brands spend considerable energy on question 2, but neglect to dedicate time to understanding their current media profile and plotting a path from there to where they want to be.

If you’d like to undertake a strategic review of your earned media, our Insights team can help. Reach out to your account manager and we can work with you to isolate the key data points to help you make better informed decisions.

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