NEWS & UPDATES | It was an impactful, idea-driven, futuristic (and very much real) kickoff to Communications Week yesterday with an impressive roster of speakers on varied panel discussions. Here, some highlights of the day: |
|
|
Transforming Communications, Leaders Speak Out, led by Ragan’s CEO Diane Schwartz | - On how the role of the communicator has changed: “From order-taker to consultant,” believes Lanita Withers Goins of Arch Capital, as she now offers counsel to different functions within her organization. Michael Laffin of Vertex Pharmaceuticals continues, “With the information distrust that has been pervasive—particularly with the pandemic—employees really started to trust what the company was telling them about the pandemic.” Further, he says, “employees have grown in voice, in stature so much in the last few years. The role of comms is now emphasized to guide leadership to speak clearly and honestly to employees.”
- On the competencies needed to perform in a communicator’s role: Writing ranked No. 1 for the panelists, followed by media relations, client relationship management, empathy and business fluency. And, says Tiffany Guarnaccia of Kite Hill PR, “Workplace communications has become an increasingly important skill. Understand that if you are not people-first in your communications, you will fail.”
- On predictions for 2022: Shelley Spector of the Museum of PR believes, “We are ready now to deal with anything on crisis comms.” Other predictions include an increasing need for global communications and being prepared to become part of any issue. As Goins points out, “Realize that what is happening out there is affecting your employees in here. They bring whatever is happening in the headlines into the office.”
| Cultural Relevancy for Diverse Communities, led by CommsWeek partner Hispanic PR Association | - There are 62 million Hispanics in the U.S.; largest growing population segment; youngest minority with 50 percent under the age of 34.
- For PR programs/campaigns/advertising, be aware to whom you are speaking, understand different nuances, the Hispanic community is not homogenous.
- Be aware of key trends, as brands and companies are eager to reach this community.
- Don’t assume all platforms (social media) can deliver the same message; segment your delivery platforms and share the right content.
| How to Make the Most Out of Your Influencer Marketing Campaigns, sponsored by IMRE | - Understand the past to understand the future. Influencers have existed as long as humans. Influence and influencers will continue to exist as long as the human race exists. The only way it will change is how it is consumed.
- Influencers should add value and tell stories rather than focus on selling. Influencers should be used to drive and romance your brand into the consumer’s mind.
- Trust your influencers to be able to share the best story for your brand so that it remains authentic.
| There’s still time to register for other events this week. It’s as easy as clicking on any of the links in our daily agenda here. |
|
|
|
