Other than losing an hour in bed, April has had a lot to offer: longer days, better weather, and chocolate moulded in perfectly shaped ovals! It’s also when it really begins to look and feel like summer; as the eternally optimistic people of Britain begin to emerge from their long hibernation in the hopes of experiencing the elusive phenomena known as sunshine. Time for this month’s tech news roundup!
The less optimistic folk have decided to flee the country in search of the sun. However, not every passenger has been successful in their pursuit of Vitamin D. Indeed, the news has been filled with travel horror stories as recovering airlines struggle to deal with chronic staff shortages. Those travelling to outer galaxies seem to have had an easier journey. April saw the first paying civilians blast off to the International Space Station as part of Elon Musk’s private space exploration service, SpaceX.
While the infamous billionaire is primarily known for his adventures into space and the (slow) production of his high-performance electric vehicle, the Tesla, Musk has once again been the centre of attention in the media for his involvement in Twitter. This month it was revealed that he was the majority stakeholder in the social media platform, and is now even trying to buy it. I wonder if it was his idea to introduce a new ‘edit button’? Some of his tweets certainly need it…cough, cough…perhaps his tweet declaring that he wanted to take Tesla, private? Breaking SEC rules, and ultimately costing him his position as chairman of Tesla and millions of dollars in fines.
Twitter has largely managed to avoid controversy this month. However, the same can’t be said for some other social media giants or, indeed, Will Smith – talk about awkward! Facebook has been marred with a string of failures this month, which has included claims of failing to protect younger users, and accusations of spreading misinformation.
Once again, there has been little good news for the climate. Although, there have been some exciting advancements in the electric vehicle market. Honda is set to ramp up its production of electric cars with a $64billion budget and NASA has designed an electric car battery that can be charged in 15 minutes. When it comes to saving the planet every little bit helps!
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Nowadays, attention span is one of the scarcest commodities we have in modern society. Online life can be addictive and endless, with perpetual anticipation of the next big thing and every brands’ reputation on the line. With this in mind, now is the perfect time to start prioritising and shaping your comms, with authentic and captivating PR strategies. Maintaining your company’s reputation, demonstrating your positive culture, and looking after your own workforce will ensure people are tuned in and listening.
Attention span is defined as the ‘amount of concentrated time on a task without being distracted’. Scientifically, they call it ‘attention failure’, essentially investigating why cognitively we reach for our phones with such ease and frequency at every point in the day. Attention spans are shrinking, with some reports suggesting that humans are 25% less engaged than they were only a few years ago.
Researchers in Denmark studied a range of media types; from movie ticket purchasing habits, popular books, Tweets, as well as Wikipedia attention time. What they found was that the hotness of topic, time in the public sphere, and desire for a new topic vary greatly and depend on the media type. As an example, Twitter is currently fixated on the recent Elon Musk board scandal but people will quickly move on to the next thing. Those doing a deep dive on Wikipedia are engaged for far longer.
How can we overcome this attention span deficit? By moving to briefer, personalised, and authentic comms to engage distracted audiences and create content that is evergreen that won’t be caught up in the trend cycle. Not just with audiences, but with your internal comms too. Using engaging internal comms strategies to hold attention will also ensure this is reflected externally.
Positivity engages audiences, and shines your reputation
Brandon Stanton, the creator of the viral storytelling account Humans of New York, emphasises when writing his personal profiles that he does not describe people in adjectives, but rather describes actions of their life. After all, actions do speak louder than words. Looking across his portfolio of work on social channels (with 20 million followers), he notably gets right to the point, with little explanation or introduction. Your audience is smart enough to get the gist.
The journey of a good narrative in comms
Researchers found that people read information on paper vastly differently than online, as the amount of data to absorb on a singular page in a book is far less than a busy webpage. The slow and linear journey of a book is why it is so pleasing to race towards the end (no spoilers, please!). Your online content should follow suit, and always engage in a complimentary, moving narrative journey.
It seems obvious, but the simplicity of the beginning, middle and end with challenges addressed by solutions, is just the way our brains like to consume. So, when you’re creating content and communicating with your audiences this year, remember to get back to basics. And don’t check your phone whilst writing it- resist the urge, if you can.
It is estimated that there are between 3.2 and 37.8 million social media influencers. That’s millions of individuals relying on their personal brand to gain followers, secure brand deals and increase engagement on their relative platforms. Although many choose to turn their nose up at those who label themselves as ‘influencers’ and ‘content creators’, we can’t deny that those who are doing it right are reaping the rewards.
Logan Paul, for example, started making YouTube videos from the age of 10. His success on YouTube and Vine has since catapulted him into fame and he is now worth $35 million at the age of 26. Not too shabby for a few videos and a strong personal brand, right?
With the age of digitalisation upon us (any one fancy a virtual beer after work?), perhaps companies could learn a thing or two from those that have had such success with their online personal branding. Personal brand upkeep isn’t so dissimilar to maintaining a strong company brand after all; it’s about keeping up with trends, keeping content relevant, and appealing to your target audience.
It’s clear that there are many similarities between those individuals trying to monetise their online presence, and a company seeking to establish a strong online brand. Although technology has revolutionised marketing, companies must be aware of how they sell themselves online and what their messaging is truly saying.
Influencers have always seized the opportunity to glamourise their realities, editing photos and posts to make their lives seem perfect and unattainable. While these posts may be nice to look at, they can actually alienate your following into a sense of ‘me’ and ‘them’. If what you’re posting is entirely unrelatable, you can only really achieve a surface-level connection with your following.
Recently, we have seen an influx of influencers who are doing away with filters and photoshop, and instead portraying an honest representation of their lives, good and bad. These more genuine posts create instead a notion of ‘us’. Followers are able to relate to the posts, inspiring open discussions and driving engagement.
So, what can brands learn from this?
That honesty is the best policy. If a brand is not transparent, customers will be hesitant to take the risk that comes with giving the benefit of the doubt to an unfamiliar company. As much as aesthetic and image hold a great deal of importance, companies shouldn’t rely solely on looks to engage their customers.
As we transition into this digital future, it seems that companies could have a lot to learn from influencers and content creators. Companies and individuals alike must keep their brands focused, genuine and consistent – you need to know who your target audience is and how to appeal to them. So, why not hold a mirror up to your brand and see what it is you’re really saying? And if you’re falling short, it might be worth heading to the wonderful world of influencers for some creative inspiration!
Silicon Valley is still the World’s Innovation Centre, acting as a global nucleus of multi-billion-dollar tech brands like Apple, Google, Netflix, Airbnb, and Oracle. While these are all successful businesses through their products and services, they have all – for the most part – also had great success in maintaining their reputations.
When considering this, I had a bit of a light bulb moment – quite literally. I recently read that the longest lasting light bulb in the world is 121-years-old, is also in California and has burned for more than one million hours, and it got me thinking about how this bulb has lasted this long and what it can teach us about maintaining company reputations.
The secret to this ever-shining bulb is constant maintenance, quality materials, careful handling, and infrequently being turned off and on – and these principles all apply in a metaphorical way to reputation management too. Don’t believe me? Here’s my four components to keeping your reputation – and brand – alive and burning.
1. Drive it forwards
Like a 121-year-old light– a good brand needs constant maintenance. You might have the market share or the highest share of voice now, but if you don’t work hard to stay at the top, competitors and new companies will catch up and overtake. People are drawn to brands that continue to move with the market and trends around them, and those that adapt and put themselves out there to try new things.
Use your communications to stay at the forefront – you can’t be complacent and assume you’ll maintain popularity without any hard work. You could model this on a company like Netflix, which had its humble beginnings in the late 90s as a mail-order video-rental service and is now one of the biggest film and TV streaming services around. While the business itself is successful, people also know it as a brand that constantly brings out new content, keeps up with trends, and moves with the world around it. However, what’s also important about Netflix is that it plays to its strengths – and it’s critical your organisation knows its strengths too.
2. Build on strengths, but handle with care
As your organisation grows, you’ll find that you become stronger in some areas that others. This can be handy for winning new business, but it can also cause problems if there’s misalignment between what people know you for and what you want to be known for.
If your company is still growing, using communications and careful messaging to promote the different areas of the business can help stop you being pigeon-holed into one speciality. However, if your company has a heritage in a particular service – don’t dump it entirely. You don’t have to be defined by it, but if it’s what made the business successful in the first place, use it to your advantage. When innovating, consider how your communications can help give legacy products or services a makeover or new light and take them to the next level – just be careful of getting distracted by the ‘shiny new thing’ when planning your strategy.
3. Avoid ‘shiny new thing’ temptation
‘Shiny new thing’ syndrome is the idea of moving on from one brand new idea to another – and it’s pretty common. For instance, you might switch off an approach to your social media strategy that’s worked well so far and turn on a brand-new approach that’s untested but seems promising and new because everyone else is doing it – it’s the ‘shiny new thing’.
But what’s the result? You get a basic understanding of different approaches and strategies to your communications, but you won’t have an in-depth understanding of any – which you would have if you’d stuck out the original approach and refined it. You need to give your planned approach a chance – see it out, take time to analyse and improve on the results. An element of experimentation is ok, but it’s best to keep refining approaches so you can learn rather than guess.
4. Your power source
While all these areas are important to consider in innovation, your organisation also can’t forget about the people who are making the innovation happen – your quality materials, your energy and your customers. They can have a bigger influence your company reputation than you may expect. Consider a company like Uber, which has had its innovative and ‘cool’ reputation tarnished in the past couple of years by sexual harassment cases. It’s still a dominant company, but a huge number of consumers chose to boycott the brand in the wake of those cases.
You need to work with your HR team to nurture the people – your fuel and energy power – who are driving your business forward, listen to their concerns, and act on them. It’s not just about keeping a consistent and exciting external brand in place, but also about using your communications to create and maintain the best possible internal brand, because that’s what is reflected externally.
While not every company can be as big as the Silicon Valley giants, maintaining your company’s reputation, demonstrating how your company is innovating, and looking after your team will enhance your longevity and give your organisation the best chance of survival – both in a business and reputation sense.
Shine bright, don’t dim the light.
Facebook has had its fair share of crises in its relatively short and troubled tenure – the most recent being revelations from whistleblower, Frances Haugen, about the company’s algorithm increasing divisiveness on the platform, as well as insider knowledge about Instagram being harmful to mental health. And yet, at the start of the year, we heard about the company’s rebrand to Meta with a renewed focus away from social media and toward what is known as the metaverse (check out our previous post on the metaverse to find out more).
While it seems perfectly feasible for Facebook to rebrand – as businesses typically rebrand every seven to 10 years (Firefly included!), Facebook sceptics might think that the ‘Meta’ rebrand is merely an aesthetic exercise in an attempt to cover up a string of wrongdoings. Rebranding to Meta to align with future goals and visions of the metaverse does make sense – a company setting out a new vision, new goals and a rebrand to align to those goals is the natural next move. But in the case of Facebook (and many other rebrands, which I’ll come onto), it can also be a reputation reshaping exercise, which brings me to the question, is a rebrand enough to save a reputation?
Moving with the times – why companies rebrand
Facebook isn’t the first, nor will it be the last company to rebrand, especially after a spout of bad publicity. In fact, many brands will do a complete overhaul throughout their time – in a lot of cases, it’s how big brands have kept going for so long. When McDonalds chose to completely revamp its restaurants from the playful, Ronald McDonald kids culture to the more sophisticated, café-like culture of today, it was simultaneously going through a major crisis. The documentary “Super Size Me” exposed various health concerns around McDonalds food, prompting a drop in profits and leaving a bad taste in the mouth (no pun intended) for consumers.
Elsewhere, the Gillette 2019 advert which announced the brand’s new slogan and made references to #MeToo and toxic masculinity conversations split opinions across the public. Some deemed the change a fresh look from the 30-year old tagline, while others decided to boycott the brand, claiming it as “feminist propaganda” and “emasculating men”. The brand rode the wave, defending the campaign and stuck to its new ways despite the outrage.
Besides moving with the times, a rebrand might also be spurred on by a new CEO or exec team, there may have been a recent merger or acquisition, or perhaps the company is ready to go global and needs to rebrand to be able to reach that global audience. Whatever reason a company chooses to rebrand, it can reap many reputational rewards, but also faces multiple risks if not done right.
Don’t just be a pretty face
Saving a damaged reputation needs to be carefully considered. Simply changing the face of your brand alone won’t cut it, the audience will be able to see straight through the cosmetic changes, so remember to also work on real change inside the company too.
Here are few pointers to consider if you’re thinking about rebranding and reshaping your reputation:
At this point, most of us will have seen the latest Netflix-induced cultural phenomenon – The Tinder Swindler. If not, you’ll likely have heard about it through friends, news outlets and every existing social media platform you happen to be active on. But here’s something you’ve maybe not thought about: what can the Tinder Swindler teach us about comms, PR and branding?
Boy meets girl, boy scams girl…
If you’ve somehow managed to avoid knowledge of the new Netflix documentary entirely, let me summarise it for you…spoiler alert! A man meets women on the dating app Tinder, presenting himself as extremely wealthy with a lavish lifestyle. He embarks on relationships with these women and then, a few months down the line, he convinces them that he is in imminent danger from his ‘enemies’. He then persuades them to send him money so he can escape – only, he keeps needing more. Using this method, he’s defrauded his victims of an estimated $10million.
You might be thinking: sorry, how does this tie into PR and comms again? I’m getting there, I promise.
Honesty is the best policy
Let’s talk about image. The Tinder Swindler was an extremely convincing communicator when it came to his image. He portrayed himself as charming, genuine and immensely wealthy – and his victims believed him. But, of course, this was a complete lie. A lie that was ultimately exposed. And, while some might view having a Netflix documentary made about you as a form of success, he’s now known globally as a con artist and his face is not one that many women will be swiping right on anymore.
The lesson we can all take from this is that honesty is integral when it comes to any branding or comms strategy. Putting a false, romanticised version of a company or brand out into the world may bring some initial success. But without honesty and integrity at its core, any comms plan will eventually crumble.
PRs are your partners
Now we know our clients aren’t out to con anyone – as most companies aren’t! That’s not what we’re implying. But it’s certainly not unheard of to get wrapped up in the excitement of appearing in the press. And sometimes, in an effort to achieve this, companies can lose sight of what it is they should be communicating, and how.
It should be a shared responsibility between the company itself, and the PR agency they partner with, to manage this. Lots of PRs are yes men, and of course there’s an element of this required in any service industry. But it’s also vital that we remember our role as partners and advisors. Companies need PR agencies that will keep them honest, challenge them when PR, comms or branding strategy is overstepping the mark, and provide push back where necessary.
Substance over splash, always
For instance, companies can often fall into the trap of wanting to overhype all and any company news, whether it’s a genuinely interesting new acquisition or simply a change of office. The press quickly grow tired of exaggerated news of success and so, as PRs, it’s our job to call out when hyperbole might be in play and push back on forcing this news out to sceptical journalists.
Another area companies can get carried away with is employer branding. With the current employment market the way it is, every company is naturally keen to appeal to candidates. But it’s vital to remember – before launching into any awards, speaker opportunities, or weighing in on any news – that the work actually needs to be done internally first. A company that is 90% male should do tangible work on improving inclusivity before commenting on International Women’s Day, for instance.
PRs should be ready and willing to point things like this out, helping keep our clients honest and on the straight and narrow. This partnership will lay the foundation for a strong PR and comms strategy, with truth-telling at its core.
January has long been known as the time for creating new plans and pushing for change in our personal lives. The same goes for our professional lives, as we set new priorities by embarking on new projects as much as driving forward older ones.
2022 is set to be a unique year in the comms world, as after two years of riding the wave of the pandemic, we are finally starting to see light at the end of what has been at times an incredibly dark tunnel. Although, that light is not the ‘normal’ pace of business as we experienced it pre-2020, nor should it be. We should celebrate the developments that have come out of this difficult period, taking what we have learned from a moment of crisis to put our best foot forward for our campaigns in 2022.
Some things to consider in your comms planning.
Investing in sustainable climate action
As consumers and investors alike increasingly value strong action when it comes to the environment, brands can no longer afford to announce a climate target and call it a day. Businesses are being scrutinised more than ever for their action on climate change and must therefore ensure that their operations are consistent with what is being communicated externally.
To put it simply, a climate-centric PR campaign will not work unless it’s authentic. However optimistic your external communications, if these are not backed up by a firm commitment which can be measured regularly and fairly, external stakeholders will easily see through the mirage. Today’s consumers and investors are used to seeing companies take misguided, vague climate action, and demand more as a result. Businesses that have little-to-no experience in this area should see this period of mounting pressure as an opportunity to possibly seek expert counsel from consultants, start building a narrative that is relevant to their business and back up their decisions with concrete action.
Navigating the waves of social media regulation
Social media has progressively become a core part of any good communication strategy, but as its use becomes more widespread, so does its regulation. Facebook whistle-blower Frances Haugen’s testimony before the US senate in 2021 shed light on the damage that has been caused by the social media giant to its users, leading to legislation such as the Online Safety Bill in the UK being strongly considered by lawmakers.
The bill mandates that social media platforms have a duty of care towards their users in protecting them against potentially damaging content, which is absolutely a step in the right direction when it comes to more responsible social media usage. Companies must ensure that they keep their finger on the pulse when it comes to regulatory changes, as increased legal scrutiny often results in new user guidelines. Businesses not only need to ensure that social media as a communications channel is integrated into their overall communications strategy, but also need to comply with new guidelines.
Maintaining synergy through employee comms
Hybrid working continues to be favoured by the vast majority of businesses, having taken on board the benefits of a blended model over the past two years. Most companies are putting trust in their employees to choose the approach which works best for them, whether that be coming into the office every day, or on a less regular basis. As a result, teams are often working with a mix of colleagues dialling in virtually, and physically present in the office.
Hybrid working allows staff to fit their work around their lifestyle more than ever before, which can lead to increased productivity and certainly boosts employee wellbeing. But, at the same time, it can naturally lead to a fracturing of teams. Any divide is certainly not the fault of the business, nor the individual staff involved, but rather a natural progression brought on by inconsistent face-to-face contact. But the response is not necessarily to revert to mandated physical working, which is not always possible these days. Companies must instead focus on improving their internal comms strategies, ensuring that messaging is clear, and any change is regularly and effectively communicated to staff. This will be more important than ever in 2022, as hybrid working is solidified as part of our reality, and no longer is acting as a temporary measure implemented during the pandemic.
A New Year is the perfect time to reconsider your comms campaigns and building your brand’s reputation. Want to learn more about how you can shape your greatest asset? Download our guide to reputation management here.
During a mere number of years, many of us have the felt the effects which followed on from the COVID-19 pandemic. We’ve been bombarded with constant negative news from the spread of new variants, to reports of impending climate doom and political upheaval. In many ways, the negativity has been almost inescapable. Happy stories have certainly been in short supply, but now that we’re finally starting to see the blue skies shining through, there is no reason to repeat this trend in 2022.
The start of a new year is an opportunity to shift our thinking to that of optimism. Amid the chaos of the pandemic, good news stories have been buried in favour of stories that stoke fear and anxiety. A new term even came to prominence during the pandemic – ‘doomscrolling’ – or the act of continually consuming negative news on social media. Reports have also revealed a steady decline in news interest during this period with many saying they find the constant barrage of negative news repetitive, confusing, and frustrating. Evidence that people prefer to hear good news in the face of such overwhelming information fatigue is mounting.
As communications professionals, we have the power to shift the narrative – both in the stories that we produce and in our own lives. In an industry where we are required to be creative and constantly on the point, harnessing the power of optimism is a requirement to meet our goals as the new year dawns.
Optimism builds resilience
A new year brings with it an opportunity for a fresh start. Naturally, the new year also brings on challenges and the need to adapt to changes in the form of new campaigns, new clients, or new colleagues. During this time, it’s important to remain positive and take advantage of the opportunities that come our way – in both our personal and professional lives. In the face of adversity, a positive mindset can work wonders.
We have to be resilient to work in this industry. If something isn’t going quite right, communications professionals need to keep reinventing the wheel and try new things. If a story isn’t landing, or if the days just seem too short to fit in all our tasks, we need to keep adapting and innovating even in stressful situations.
We have to expect that good things are coming our way. Optimism gives you the power to keep forging ahead even in the sea of constant ‘no’ – the ability to recover from failure, learn from it and move forward stronger than before.
Optimism leads to creativity
As we search for opportunity in the adversity, we should look to create new ways to get our voices heard in an industry that is evolving as quickly as the news cycle. It’s been proven that when we think positively, it leads to improved motivation, productivity, and wellbeing.
Communications professionals need to constantly learn about different perspectives, view the world from multiple lenses and speak to our audiences in ways that will engage and inspire them. A positive outlook on the world can be the motivational tool needed to truly invent something new and different that will make a lasting impact.
Optimism inspires those around us
Positivity is infectious. Studies show that optimists are more confident, and often have a more positive mood, higher morale, and better physical health. Setting a positive tone in your workplace environment is critical during chaotic times, because if negativity takes over it can be difficult to roll back.
To start off the new year right, promoting positivity in the workplace is one of the most important things we can do. Take the time to recognise the achievements of others and give praise where it’s due. Establishing optimism at the outset will encourage people to express their ideas confidently and motivate them to get the job done even when time is running short. The new year is also the right time to re-evaluate what it is that we want and how to get there. The confidence boost from a positive work environment may empower people to speak up for what they believe in and ask for what they want.
Making a positive impact on the world starts with the small things – believing the glass is half full and sharing that perspective with others even in tough times. If a culture of optimism is established in our organisations, it will permeate into the work that we do as communications professionals. Even in challenging moments, tapping into the power of optimism will ensure the people around you, and those who consume the content that you produce, are also enabled to see that blue sky.
The end of last year seemed somewhat of a blur with the scramble to finish off campaigns, deliver end of year reports, start prepping for 2022 and not to mention personal planning for the holidays. So, for some, keeping abreast of technology news last month may not have been a priority.
Not to worry though, we have you covered. Here is a roundup of some tech news from the past month.
The battle for online safety privacy continued as Twitter prevented users from sharing pictures and videos of others without their permission, and Twitch rolled out AI to prevent banned users from rejoining the site. Shortly after this, proposals to make big changes to the UK’s Online Safety Bill were also announced.
The end of the year also announced a number of firsts:
There were also challenges for some of the biggest names in tech, with many placed under scrutiny. The Uber business model was challenged by both the UK and EU and, not long after, gig economy workers demanded visibility into how the apps they worked for used algorithms to make decisions. Apple and Google also faced criticism for holding a smartphone market monopoly by the UK’s Competition and Markets Authority (CMA). Finally, separate outages hit AWS and Google’s calendar app, affecting thousands of customers.
In more positive news, there was lots of evidence that 2021 was a good year for many. The UK’s Digital Economy Council found that a quarter of the UK’s unicorns were created in 2021 alone, spotlighting the year as a time for innovation in the tech sector. And, on the ground, Strava’s data showed that people were 38% more active in 2021 than 2020. It’s good to hear we’ve all been taking care of ourselves! Although, let’s be honest, that may have tailed off during the festive period for some (most) of us…
And that’s it for our January roundup! Want to receive a daily news roundup of the biggest tech stories? Sign up to our Firewire here.
Since it debuted on 17 September, our social media feeds have been dominated by Netflix’s South Korean offering – Squid Game. The drama is the latest in an expanding wave of international cinema and TV series on the site and tells the story of 456 people who are desperately competing in a series of deadly games with the hope of paying off their debts.
Despite the Korean dialogue and extreme violence, the show has become the most successful launch in Netflix’s history, with 111 million account holders tuning in during its first month on the site. These are the kind of numbers that traditional network television executives dream of; all from a foreign-language TV show, the likes of which have in the past failed to succeed in Anglophone markets. Before the advent of streaming, foreign-language TV was pushed to the fringes of British and American media, only found by those desperately seeking it out.
Now, giants like Netflix and HBO Max actively promote their foreign-language offering. Netflix has now made series in 62 different languages, which begs the question, is language the same barrier that it once was?
Travelling across the globe, all without leaving your living room
The cultural zeitgeist in English-speaking countries has long been dominated by English-speaking film and television, with a lack of willingness to engage with foreign-language media. But, as streaming services become increasingly popular, giving viewers access to content from a broader range of sources, so does foreign-language content. Of Netflix’s top ten most-streamed shows, 40% were either shot or conceptualised in a country where English is not the dominant language. If we narrow this list down to the top three, two of the three have no English dialogue.
This multinational trend is not limited to the world of Netflix streaming. Some argue that South Korea has become a frontline contributor to global culture in recent years – all because of K-pop. And it certainly isn’t just Korean culture which is taking over the airwaves; Italian rock band Maneskin shot to fame earlier this year when they won the Eurovision Song Contest, amassing nearly 18 million listeners in the month following their win.
It would be remiss to think that the growing popularity of these non-Anglophone cultural phenomena has not, in part, been motivated by a global pandemic which forced us all to slow down, stop travelling, and try new things from the comfort of our own homes. People are choosing to travel without ever packing a suitcase, experiencing new cultures through their TV screens.
This is the kind of lifestyle change which brings about the kind of streaming figures produced by Squid Game.
What can comms professionals learn from Squid Game?
Communications and PR professionals can and should learn a lot from the increasing national and linguistic diversity we’re experiencing in our everyday lives. But tread carefully; consider what is appropriate from the original story and what needs to be adapted to fit with your target country’s culture.
Squid Game is a prime example of the impact of cultural and linguistic nuances when a piece is consumed in multiple different countries. It appeals to audiences around the globe due to its analysis of the anxieties of modern life and its commentary on social inequalities. These themes will undoubtedly mean even more to a South Korean audience however, who are living through a personal debt crisis which has risen in recent years to over 100% of its GDP, famously also documented in the 2020 Oscar-winning film Parasite. Moreover, the game central to Squid Game’s plot is based upon creator Hwang Dong-hyuk’s favourite childhood playground game, which was mostly limited to Korea. Consequently, whilst Squid Game does not need to be adapted in any way for global viewers to understand it, there are certain nuances that are simply lost on many audiences.
Making culturally rich (and culturally sensitive) campaigns
When it comes to communications campaigns, there are times when you can succeed with a story like Squid Game, which has specific national cultural nuances. Perhaps it simply doesn’t make sense to make cultural adaptations, because the story is just fundamentally South Korean, or German, or whatever it may be. In this case, you are assuming (based upon extensive research) that your target audience has a significant enough sensitivity to the original culture for the story to not be lost on them. This is absolutely possible and requires in-depth prior research to ensure that no part of the story will be lost in translation, or even appear appropriated, making sure to touch bases with those in both your original and target country.
More often though, campaigns need to be contextually adapted to suit different regions. We’ve all heard of Google Translate fails, such as the PR disaster caused by Amazon’s errors in cultural sensitivity when first launching in the Nordics. These errors are not only embarrassing but can cause deep harm to a business’ relationship with the people of that region and affect your global reputation. Comms professionals must learn from locals and truly understand a region’s nuances before attempting to launch campaigns there.
For example, when Google Chrome launched in Thailand, local insight revealed that Thai consumers enjoy traditional storytelling. So, when the global giant brought its browser to the country it created an interactive visualisation experiment designed to showcase the browser through the Ramakien ancient Sanskrit epic tale. During the campaign there was a 53% increase in usage, which demonstrates the importance of developing unique, local campaigns.
In individual cases, it is up to you to do your research and decide what linguistic and cultural adaptations (if any) are necessary. We can certainly learn from different regions, but we shouldn’t just take from them. As South-Korean Oscar-winning director Bong Joon-ho famously said in his acceptance speech, “Once you overcome the one-inch tall barrier of subtitles, you will be introduced to so many more amazing films”. Perhaps for the world of PR and comms, we can adapt this to say, “Once you overcome the barrier of your nation’s borders, you will be introduced to so many more amazing audiences.”
Thinking of launching a comms campaign in Europe? Let us help you out with navigating national nuances and read our guide to Pan-European comms here.
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