Companies with a strong sense of purpose were able to respond more quickly and more appropriately to the crisis. Going forward, authentic and activated purpose will be key to recovery.
In this PRovoke News article, several experts, including our CMO Kate Cusick and Reputation Practice Lead Sean Smith, provide their perspective on the implications of the COVID-19 pandemic on various industry sectors and practice. You’ll find an excerpt of their responses below:
What has been the impact of the pandemic on corporate purpose?
Kate Cusick: While the pandemic has certainly been a test of leadership and authenticity of many companies, it has also highlighted the importance of leading with purpose. Companies with a strong purpose have been able to make decisions with greater ease and speed, because they know who they are, what they stand for and what are their deeply embedded values. In times of crisis, this helps organizations make the right decision the easy one. We believe companies that continue to lead with authenticity and a community-first approach will fare better in this time when reputation can be won or lost in a matter of minutes, on a global stage. Our latest research, the Porter Novelli COVID-19 Tracker, shows three-quarters of Americans (75%) say they will remember which companies stepped up to provide coronavirus support.
What are the communications challenges once the recovery begins?
Sean Smith: Tone is going to be as important as substance, potentially even more so. As we emerge from this crisis, companies are going to have to factor in the psychological toll the pandemic created, and the lingering fear people will have in returning to the daily routines they once knew. It will be crucial to establish a meaningful connection with audiences over shared values than to focus solely on the benefits of a product or service. Secondly, people are in the middle of changing their habits, including where they get their news and information, so brands are going to have to re-evaluate where they can reach their audiences.
For the full PRovoke News article and insights, click here.