A leak-proof comms function is of the greatest importance to businesses, but this can be challenging as the intersection of brand, people, geopolitical and economic tensions grows more complicated.
In-house communicators are increasingly feeling the pressure, as global issues continue to hit businesses. PRmoment and Mike WorldWide gathered in-house comms professionals together for an evening of networking and insight.
PRmoment’s A world on the edge: the role of comms in navigating geopolitical tensions free event (25 June), hosted a range of speakers to discuss some of the most pressing issues facing internal communications professionals. The event was organised under the Chatham House Rule.
“We're not really living in a crisis of communication. We're living in a crisis of confidence, distrust, and not believing or having any faith in institutions, whether it be faith-based, government or media.”
Said one CEO during his talk.
He dove into what’s causing the rise of brand mistrust — and linked it to political upheaval around the world.
He gave examples of “fragmentation” that can be seen in the political discourse in America, UK, Germany and South Korea. He said that while the chaos is “everywhere” and isn’t permanent — it has created an unwanted outcome.
“We have very much to many of our chagrin, exported this culture war. We've been good at exporting a lot of things but, unfortunately I was hoping we wouldn't do such a great job in exporting the culture war. But, we've done it.
“Cultural polarisation isn't just a political issue. For everybody in here, it's a brand imperative. Consumers are making purchasing decisions based on identity and values not product features.
“We talk about ‘reputation is everything’, [but] it's no longer about defending a reputation, it's no longer about making sure you don't get in trouble. It's about creating one. It's about working on it 24 hours a day because people are making their decisions, as you know, based on their love or distrust of you.
“And, unlike when I was starting out in this business where there was no social media; if they loved you, they would go purchase your product, and if they didn't they would just stay home. But, today they can advocate for you, or will just as preferably advocate against you.”
This means that, according to the CEO, that brands now need to traverse the cultural landscape to reach the hearts of their key audiences and stakeholders, and “master cultural literacy”.
Meanwhile, another speaker said: “In 25 years of working, as a journalist, I've never lived through a period of so much uncertainty and chaos in the world. Even without Trump, the news agenda is crazy at the moment.”
Trump’s lasting impact was again chewed over in the closing panel session, in which one comms professional said: “Companies now are making decisions that will be there for the long-term. If you remember, when George Floyd was murdered, companies made lots of proclamations and empty promises.
"But, people have memories, so the fact that companies are doing things now to react to Donald Trump, I think it's going to be there for the long haul. And even if they come back, let's say, things are changing in five years time or whatever, people will [remember].”
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