Have you ever found yourself in a situation where you wanted to explain something, but the right words just wouldn’t come out? It can be difficult articulating something technical for many reasons. It also depends on who you’re speaking to and their understanding of the technology and terminology.

It’s our job as communicators in technology to find ways to tell stories, with the right words, with the right people. But it’s always a balance. Sometimes we need to use clever analogies to help explain something more complex, and other times we must be mindful not to oversimplify the content as our audience may have a clear understanding of the basics.

Breaking down technology jargon

Beginning my journey in tech PR, I was flooded with jargon that I had to decipher. There were words and phrases I had never come across, yet the technology itself was part and parcel of my life. But I just don’t refer to it in this way. Take cloud computing, for instance. Some people are familiar with the technical term, while others aren’t, yet everyone uses cloud computing technology. Cloud computing involves delivering computing services, such as servers, software, and storage over the web. If you use Google Drive, that’s an example of cloud computing, if you share files via Dropbox, that’s another example. It wasn’t a term I used before, but it’s certainly one I use and am familiar with now!

Multi-level messaging

Multi-level messaging is an effective way for organisations to communicate complex technical information. By providing three versions of the same message, those with no technical background, some technical background and a lot of technical background can all gain something from it. This approach ensures that everyone is communicated to taking into account their level of understanding. However, organisations must be careful not to assume someone’s comprehension of technology – some CEOs have great technical understanding, some rely on their great team to break it down for them. It’s common to start at mid-level messaging and gauging understanding then taking it from there after reading the room.

Real technology stories

When I began my career in PR, a go to source to level-up my understanding for the companies we work with was their case studies. Reading how a company has implemented and used a certain technology really helped me connect the dots, as well as understand the impact of that specific technology on the wider industry. Customer storytelling or case studies form an integral part of any PR programme, there’s huge power in how it helps in articulating the use and benefits of a specific technology.

The world of tech comms may bring its share of communication challenges, like causing us to become tangled in the jargon. However, once you’re able to crack what I like to call the ‘communication code,’ you’re able to grasp how rich language is. Nowadays, progression is rooted in communication and it’s up to us to ensure that we’re adopting the right approach in delivering strong, relatable and easily digestible content.

During my work experience with Firefly, I discovered that many of the team worked in hospitality jobs before their current role, and it got me thinking about how my own experience working in hospitality might be giving me more skills and experience than I had initially imagined. 

Everybody knows that hospitality is not the most glamorous sector to work in, nor is it the most fun, yet today it remains a convenient job for many young people. Whilst the pay isn’t great and your feet are sure to ache after rushing around all day, the convenience of not needing qualifications means that it is great for a first job. I used to go into my weekend café job thinking that the only skill I am learning is how to make a coffee, however on reflection, I can now see how beneficial this job has been in preparing me for the real world.  

“How can I help you today?” 

Communications is something that is integral in most, if not all jobs. This means that knowing how to interact with complete strangers, and not just your classmates, is a skill that at some point we all must become proficient at. Whether it be taking a person’s food order, or handling a mistake the kitchen made, young people are learning how to use effective communication to tackle scenarios in the real world. 

Things often go wrong in whatever job you are doing, and situations such as orders going missing really tested my quick thinking and resolve. Although it is never fun when things go awry, learning how to control the situation and deal with things calmly is something that you get better with over time.  

“Can I speak to the manager, please?” 

We have all met people who like to make things extra difficult. Being confronted by someone like this when you are 16 can be incredibly intimidating. For many it can be quite upsetting at first, however after a while you adjust and learn how to handle it.  

I quickly learnt the harsh truth that not everybody in the world is going to attempt to make your life easier, and instead of letting that upset me, I realised that I could still do my job well despite them. If you can handle being shouted at on a busy and stressful day, then receiving an email from an unhappy person seems easy, right? 

“So…what are your plans for the future?” 

As well as developing your communication skills, these jobs are an excellent way to network. It might only be making friends at work to see in your free time, but for a student this can make life much more enjoyable. However, beyond this, hospitality can be great for meeting a wide range of people and furthering your network. As you progress more in your career, knowing a variety of interesting people can be helpful in moving through the job market. 

One of my current hospitality jobs is being a box waiter at Twickenham stadium, and getting this job was like finding a gold mine. Working in situations where you are serving drinks and chatting to the same people for several hours at a time allows you to get to know interesting people from all walks of life. Advice on careers is sometimes given out, and this way of meeting and connecting with people can really make you feel as if you are already making your mark on the world – even if you are still only a teenager. 

You never know who you might be making small talk with. One day it might be to an assistant, and the next day you might be talking to the CEO. Opportunities could arise at any moment, and impressing the right people might not only secure you a larger tip but might also give you opportunities to work with them in the future. 

The phrase ‘It’s not about what you know but who you know’ is glaringly true in today’s world where the connection between people has never been stronger due to technology. Platforms such as LinkedIn are a great way for people to connect to colleagues and others they have met at work. I have made sure to use this modern technology to allow me to stay connected to many of those I have interacted with. 

 
So, are these jobs really just about convenience or are they more about finally getting to dip a toe into the big world of work? Even if it is not a career for life, turns out working at the local café was not as big of a waste of time as I had originally thought. 

After spending three years studying PR at university, then joining the tech comms world, I thought I knew public relations – parties, events, and meeting journalists every week. The reality, however, was very different.

Of course, in the pre-pandemic world, the communications industry thrived on in-person events – picture a bustling networking event, filled with eager professionals handing out business cards and exchanging their industry knowledge. However, the world has undergone a massive transformation, pushing us into a new era where virtual events have become the norm. Although it could be seen as disappointing, it is a blessing in disguise and us tech PRs should make the most of this shift to virtual events, and NOT just because we can be wearing a pair of pyjama pants where the webcam can’t see.

Adapting to change

The onset of the pandemic forced us to rethink the way we connect and communicate. In-person events and meetings had to take a backseat, making room for virtual alternatives. For comms, these digital formats can be leveraged not only for mere functionality, but also to thrive in the events space. Online events have proven to be a powerful tool for product launches, training sessions, and establishing thought leadership. Online platforms allow companies to reach more people than they ever could have dreamed of, eliminating geographical limitations. This increased accessibility can allow PR professionals to create impactful experiences and engage with a wider demographic – or really, any demographic, as long as they have an online account.

ABBA really weren’t lying when they said, ‘Money must be funny in a rich man’s world’. Ah, yes. Hilarious. For all companies, money really isn’t a joke, and here’s the punchline: events are EXPENSIVE. However, hosting virtual events often requires lower costs, meaning businesses can save on venue prices, travel expenses, and catering, reallocating those resources for better marketing or other PR initiatives.

Furthermore, virtual events have the advantage of incorporating interactive elements like live chats, Q&A sessions, polls, and virtual breakout rooms, which increase participation and ensure attendees get the most out of the experience.

Time saving and accessibility

Have you ever been to an event and thought: ‘Wow, I really could have been doing something better (like watching Below Deck) for the last threehours.’ I certainly have. One of the hidden benefits of virtual events is the time-saving aspect. Unlike traditional events, where attendees have to commit to a fixed schedule or location, virtual events offer flexibility. Participants can engage without travelling anywhere, and have access to recordings of sessions, allowing them to catch up or revisit content at their convenience – reducing FOMO and making everyone happy!

Don’t you forget about in-person events

Whilst it is true that virtual events have become an integral part of the tech communications world, it’s important to note that in-person events will never truly disappear. The energy and personal connections that can be made at physical gatherings remain invaluable, and ultimately the future lies in finding the perfect balance between virtual and in-person experiences.

The expanded reach, as well as the significant savings of both time and money, mean that online events cannot be ignored. By harnessing the power of connections, tech PR professionals can navigate the world of virtual events with confidence, whilst still valuing the importance of in-person interactions. So, let’s embrace the virtual events that are shaping the future of our industry. Oh, and I did mention that you can wear your pyjama bottoms, right? Oh, I did? Perfect.

Well… It’s that time of year again when all of us football fans find ourselves with a lot of spare time as the season comes to an end. Sure, there are the EURO qualifiers, but let’s be honest, they can’t compare to the excitement of watching Manchester City inevitably win the league, even though we kept convincing ourselves that teams like Liverpool and (surprisingly) Arsenal would take the title.

But enough about that, let’s talk about what really matters: The Champions League. Manchester City have finally done it. They have reached the pinnacle of club football and surpassed all expectations along the way, transforming from a club with limited success to a dominant force on the global stage. This extraordinary journey holds valuable lessons about the power of brand building, storytelling, and their impact on achieving unparalleled success.

Storytelling

Every year, City were seen as key contenders to finally achieve their ultimate goal – winning the Champions League. Yet, they repeatedly fumbled at unexpected hurdles. For example, there was the defeat to Lyon in 2020. It was a disappointing outcome, especially considering their triumph over Champions League royalty like Real Madrid in the same year. Additionally, there was the heartbreaking loss to Spurs in a 4-4 away goal battle. We’re not even going to speak about that time in Porto. But what City truly excelled at was creating a compelling story. At the end of every draw, I sat with my friends saying, ‘yeah if Liverpool don’t win it’ (there’s my delusional bias), ‘City are definitely winning it this year’, but they just couldn’t do it. Although it may not have been planned, people became emotionally invested in witnessing this super team finally conquer Europe for the first time. Similarly, in the realm of communications, businesses can captivate their audience by sharing their challenges, successes, and aspirations. This sparks interest and forms an emotional connection, inviting the audience to join the journey, root for the brand’s success, and eagerly await the next chapter of their story.

Brand building

Manchester City spent most of their club history overshadowed by their neighbours in red, Manchester United. But now they’re the noisy neighbours that hold the title of ‘the best team in the world’. City were never considered underdogs and were always seen as favourites each year to win the Champions League, even after repeatedly getting knocked out in the most unexpected manner. The reason behind this perception was their consistent focus on building and solidifying their identity. City lacked the leader they needed, but when Pep Guardiola arrived at the Etihad with dreams of conquering the greatest league in the world, he created the confidence and drive in the dressing room. This transformed them into a team perceived as world beaters due to their style of play and how they presented themselves on and off the pitch.

Now, some of the things I am saying might sound familiar, as it is often the case that certain companies enjoy more visibility and popularity than others, but that’s not because they have more history or have been in the game for longer. Instead, it’s normally because the company has effectively built a stronger brand presence. It’s a result of actively engaging with their fans and stakeholders and leveraging media platforms to build on their brand image and create a strong relationship with their audience.  In the world of comms, companies can distinguish themselves from their competitors and position themselves as industry leaders. Just as Manchester City’s rise to dominance was driven by their brand identity, companies need to invest in shaping their brand narrative, engaging with their audience, and presenting themselves with confidence and authenticity – ultimately shaping their reputation.

Companies should learn from City’s journey to greatness and leverage storytelling and brand building to help create deeper connections with their audiences and achieve the success they deserve.

Quiet thriving (the opposite of quiet quitting) is the newest HR buzzword doing the rounds. Quiet thriving essentially means making small changes, shifting your mental state and helping give you a positive outlook. And we could all do with that positivity right now after the disruption of the great resignation teamed with economic uncertainty. 

For those in comms, what does this trend mean? How much positivity is there within your organisation and are you using that to fuel growth?

A company’s reputation is shaped by perceptions of others – that includes your workforce, and their voices can have huge power in enabling success. When employees become advocates, they act as a reliable source of truth. But like everything, if it’s not authentic, you’ll get found out and it will backfire. So, how do you know when the time is right to tap into the advocacy potential of your workforce, particularly if you have had a lot of turmoil following the great resignation?  

Step 1: Where do you stand on employee sentiment?

Before creating any kind of communications strategy, you must understand the current sentiment of your workforce. The best way to do this is to carry out an audit and analyse your current company culture. During the great resignation period, many organisations have had their true culture revealed for all to see. For some it’s been great and for others it’s surfaced underlying issues. Regardless of where you are, you must understand what situation you face and how you want to shape your culture here on in.

In particular, evaluate your values. Does your workforce embody the ones you have? Is there a value set not covered that resonates more strongly? Do the values align with behaviour – i.e. more than just words on a page? It’s important to understand these as they become guiding principles to where there needs to be a change and shift in behaviour.

Once confident that your people are on side, are true advocates and believe in the goals of the company, you can work with them to amplify that passion for the good of all.

Step 2: Crafting an employee advocacy programme

All employees will have influence – when it comes to where to place your efforts, it really depends on your communication goal. If a goal is to attract young talent, fresh from universities, then spotlighting your new recruits and using their university networks is the right path. But if your goal is to reach more prospects, then a communication programme which profiles your executives and experts is the best way to go. And there’s no reason for a multi-pronged communication programme if you’re looking for communication to serve several goals – what’s important is to not have a one-size-fits-all approach.

Also, there are often synergies between your communication goals and HR goals. For example, HR may want to showcase a successful LGBTQ+ employee community programme, which could lead to more unusual perspectives and storytelling. For example, a new product may be about to launch, and instead of having the CEO talk to a journalist about it, how about having a member of the team who helped develop the product, and was greatly supported by the company’s LGBTQ+ community? Often, this version of the story is more refreshing! 

If you’re looking to scale your employee advocacy programme, start small and build up. In the era of authenticity, the quality of the communication is more important than the quantity.

Step 3: How do you measure up?

Starting small helps you establish meaningful metrics, particularly if this is a new approach for the company. Getting a baseline in place, means you can benchmark yourself from there, then build and pivot as your communication programme grows. Part of measurement must drive back to employee sentiment, because if there’s a shift, it may mean putting the brakes on your employee advocacy programme to fix things internally.

So, as we head into Spring, with sunnier days, are you using your people’s positive sentiment to help shape your organisation’s reputation?

Most of us who frequent social media platforms will have probably given in to the recommendations of an influencer in one way or another. Whether it be an Amazon gadget or a new trending celeb recipe, influencers have the power to impact decisions of consumers across all age groups.

Over the years, influencer marketing has been on the rise. In 2021, 44% of B2C brands in Europe said they planned to increase their influencer marketing budget. What was a $1.7 billion industry, in 2016 has since grown to become worth $16 billion in 2022, with expectations for it to grow to $21 billion this year. But with all the emphasis put on these influencers to build a brand’s reputation, what are the implications if this falls apart? The new ‘de-influencer’ trend might be the first sign of cracks in the influencer world.

So far, the de-influencing hashtag has garnered 180 million TikTok views since the trend began in January this year. De-influencing is when content creators uncover the truth about products consumers have been pushed to purchase, all in a bid to address overconsumption.

Like consumers, businesses face difficulties in the current economic climate. Layoffs have continued to dominate the headlines, putting the decisions of business leaders centre stage – they’re not only being judged by their employees but the general public too. In a similar vein, the de-influencer movement gives consumers the ‘right information’ they need to make better decisions with their money. Society craves authenticity, and with ‘cancel culture’ still present, no brand or business is safe from judgment. The jury is fierce and they take no prisoners. Now more than ever, shaping reputation is crucial.

This isn’t the first sign of consumers becoming savvier to how and where they should be spending their money. During the last decade we saw a huge rise in the importance of a business having the right ESG credentials, driven not only by government regulation but also investor and stakeholder demand. However, ESG’s critics believe that companies are using the loosely defined term to “greenwash,” or make unrealistic or misleading claims, especially about their environmental credentials.

As B2B marketing strategies look to use business influencers on TikTok to complement product content on LinkedIn, they must ensure they know exactly who their audiences are and more importantly use the right influencers. After all, partnering with the wrong influencer can dramatically affect a brand’s credibility and ruin its reputation.

Whilst the de-influencer movement isn’t completely exempt from its own criticism of its authenticity, it’s brought up some really important conversations. It’s provided us with the space we need to stop and think about our decisions more closely, focusing on becoming better humans overall. As consumers, investors and end users are all focused on making the right  decisions – whether it’s buying a dress from an environmentally charged retailer or investing in the most ethical AI driven product – businesses should focus on creating clear and concise messaging and communicating through the most effective means possible.

Zooming out of the detail of these trends to looking at a company’s reputation as a whole, it’s important for leaders in comms to build meaningful relationships based on trust. This trust influences more than just purchasing, permeating all aspects of the company. There’s nowhere for organisations to hide, and any step of the way there’s judgement, so shaping a reputation in this new era, is about gaining trust through a comms strategy that puts transparency and authenticity at the forefront. 

The metaverse is a word we are increasingly hearing throughout society these days. People like Mark Zuckerberg are trying to bring it into the mainstream with elaborate presentations and high-profile rebranding efforts, however it remains a word that people are aware of, but not a concept many people fully understand.

Some people are touting it as the future of communication – a virtual world in which people from all over the globe will be able to interact with each other as if they were standing in the same room. There’s no denying that the potential is enormous. Although the technology and application aren’t firmly established and people are slow on the uptake, we can already see some of the ways that it could revolutionise the world, especially for our ability to communicate with one another.

Communications in the working world

Remote and flexible working, a legacy of the pandemic-induced lockdowns, are here for the long-term. A recent survey revealed that over 30% of full-time UK employees are working a hybrid working schedule and consequently Microsoft Teams, Zoom, Slack and many other platforms have become an ever-present part of many of our working lives. This is one area that the metaverse has the potential to make a huge impact. Instead of being separate, only connected by looking at a 13-inch screen, whole teams could be fully immersed in a virtual world of their own design, interacting with each other as if they were in the office, a presentation hall, or event space.

From a communications point of view, it is clear to see the positive impact this could have on teamwork, collaboration and company culture. Although video calling has enormous advantages, and without which lockdown would have been even more of an ordeal, it still has its limitations. Non-verbal and visual communication are often limited, leading to stunted conversations and a lack of natural rhythm that so often is the cornerstone of developing meaning relationships with your colleagues. Through a customisable avatar, colleagues could move in and out of meeting rooms, relax in communal lounges or host presentations in a conference centre. NextMeet, a company based in India, have developed a platform which can be used to onboard colleagues. Instead of being talked at for hours with only a PDF for inspiration, they could walk round a virtual room or building, with several interactive stands where they can explore the company in a much more engaging way.

However, not only internally, the effect this could have when it comes to meeting clients or customers is also exciting. Potential or current clients could visit your ‘workplace’ in the metaverse and be given a proper welcome, introduced to the team and see the branding and environment that the company wants to portray with its design, layout and decoration. This would allow people to create a much greater connection with a company and its culture.

Campaigns

However, it is not simply in one-to-one interactions at a micro level that could be transformed. The ability for companies to create fully immersive and interactive communication campaigns on a macro scale to millions of people is also a possibility. Events can be hosted in the metaverse, with countless people able to attend. For example, Foo Fighters, Justin Bieber (unfortunately) and Travis Scott have all hosted concerts in the metaverse, with the latter being attended by 28 million people.

The possibilities this opens up are immense. Even with all the technological advancements we have enjoyed in recent years, our options don’t go much beyond words, visuals or sounds absorbed through either a phone or a computer. Using virtual reality, augmented reality or a mixture of the two, stakeholders could attend a town hall hosted by the CEO, get an in-person demo from the head of product, or be taken on a personal tour by head of client services, all from the comfort of their own home or office.

The jury is still out as to whether this will be the next big leap forward for connectivity, like the internet was, or if it won’t live up to its potential and be resigned to the history books like my beloved minidisk player. With the metaverse’s expected value to be upwards of $5 trillion by 2030, it seems like the momentum is unstoppable and I for one, am intrigued to see how it develops.

Either way, you won’t see me at a Bieber concert anytime soon.

The current global economic backdrop is not a pretty sight and many businesses have had to make cuts of various kinds. Whether it’s a restructure, layoffs, or re-evaluating big expenditure like office spaces, the pressure following a drop in consumer demand continues to mount.

There are glimmers of light, though. There was surprise growth in the UK economy in November 2022, and France and Germany are currently set to narrowly avoid recession. Plus, we’ve got to remember that we’ve been through the turmoil of COVID-19 – and we made it to the other side.

So, as leaders in PR and marketing, what did we learn then, that’s relevant now?

Showing deep business understanding: If the board is focused on profitability, show you can do more for less by being resourceful and demonstrating how to be more effective. If the board wants growth, show that you’re focused on lead generation, customer engagement etc. Proving that your marketing focus aligns completely to the priorities of the organisation means you’re less likely to have your resources cut.

Create connections: If you’re not already, get out of the marketing bubble and make stronger connections internally. Is there a way you can get closer to finance? And if not finance, the people that influence finance, for example the senior team in sales or other C-level executives. You want others to support your case to retain your budget – you need to make them realise ‘I cannot be successful without marketing’.

Visibility and promotion: A way to get closer to board members or others in leadership is to build their profile externally, showing the value directly. You’re probably already doing this by positioning experts and leadership as the faces of the company, but also look at your board and ask yourself: who could be more visible? Like the above, you’re creating more allies internally. 

Don’t think you can hide: All costs are on the P&L and a discussion about your budget will happen if it hasn’t yet. Be proactive and think of solutions that work for both you and the business. In this current environment, the finance team will currently be focused on cashflow so maybe there are ways to create an impact now and pay later. For example, working with a PR agency, the payment terms can be 30-60 days, meaning results today, payment the following month. Not many organisations have cut their way to survival, rather it’s more about keeping costs down within acceptable limits.

More for less: Ensure you are doing the majority right and fast and don’t let perfection slow you down. Timelines have shrunk meaning the time for change is today, this week –- forget about plans looking eight weeks down the line. And repurpose, repurpose, repurpose. Be as resourceful as you can.

It may feel gloomy right now, but this is the time for marketing, because once we’re on the up, growth will come fast again. Being prepared will mean you can go after every opportunity and look back at this time as just another blip!

When we think of sport we think of athletes. Athletes that are at the top of their physical game, with abilities that simply defy the laws of gravity. Basketball fans have long admired Michael Jordan’s hang time, and the game of football has never been able to understand Cristiano Ronaldo’s headers which seem to stop time entirely. As we witness various industries digitally transform, the world of sport has not been left behind.

There has been a huge shift in technological advancement which has made it easier for athletes to optimise their performance and improve the experience for spectators at sporting events. Looking 10 years ahead, we can only imagine where the world of technology will take us in sport, but for now, we can marvel at the newest innovations of today which continue to change the pace of the game.

Team Jumbo Visma tearing up Tour de France – 2022

This year, Team Jumbo-Visma led the way, charging ahead of their components for the majority of the races. Jonas Vingegaard won the men’s race, and Marianne Vos claimed the green jersey for most points. Both riders were among the favourites for their respective titles, but one stark difference was the men’s team adopted the use of simulation to fully capitalise on the talent of Vingegaard, and winning the La Grande Boucle.

How does simulation play into this you ask? Fighting air resistance represents up to 90% of the energy spent by the athletes. Team Jumbo-Visma works with some of the best athletic aerodynamics experts in the world, using digital simulation to optimise performance through better aerodynamics. It consisted of solving vast, complex systems of equations with millions of unknowns to improve their performance. Simulation proved to be a pivotal cog in the winning machine!

Data driving football analysis and spectator engagement

Major Spanish football league, LaLiga has looked to its data architecture to better understand its players performance and importantly create a better more personalised experience for its fans. This is all being done through a lakehouse data architecture.

By combining the best attributes of a data lake and a data warehouse, the lakehouse is able to deliver better data management and performance through low-cost, flexible object stores. LaLiga has created a world where data informs almost every aspect of how sports are played and experienced. The data team at LaLiga uses data and AI for match statistics and in-play analysis, based on data from cameras in each club’s stadium. It allows data scientists at the clubs to perform pre- and post-match analysis and predict player injuries before they occur.

The future of technology in sport

There are many more advancements in tech which are changing the world of sport, but the best is likely yet to come. We’re on the cusp of a sports technology revolution with the global sports technology market being currently valued at US $17.9 billion and expectations to reach US $40.2 billion by 2026. However, some avid football fans would agree that VAR technology needs some work – depending on which side of a team you’re on!

The last couple of years have brought what has felt like near non-stop economic turbulence. Brexit, Covid-19, the outbreak of war in Ukraine and now the spiralling cost of living and energy prices have all created shockwaves to global economies. At a time where the pinch is being felt by businesses and consumers alike, communications – both internal and external – must be approached delicately.

Communicating how a product or service can genuinely help customers during this period – whether it’s through cutting back IT costs, speeding up internal processes, reskilling talent quickly, and so on – is important, yes. But it is also important to recognise that this may not be the time to apply huge amounts of pressure to existing and prospective customers. Consumers and businesses alike are being cautious with their spending. There are nerves, fear even, about what’s to come. An aggressive sales and communication strategy might seem the way to go, but it’s certainly not the most empathetic.

At times like this, the art of communication becomes more nuanced than ever. It’s vital to show your customers that you see them, that you understand the challenges they’re facing as well as their fears and reservations. It’s important you don’t adopt a blanket approach but instead understand how the economic downturn might be affecting each of your key target industries differently, and what the different needs are. Businesses can show this understanding and expertise through website content like blogs and whitepapers, email marketing, and social media that adds value – sharing relevant insights and advice. Thought leadership pieces from a company’s experts and executives is another great way of communicating value and advice. A renewed focus on customer advocacy could also earn you more loyalty as it allows existing or potential customers to see the value of your product or service through the eyes and experiences of others.

Of course, communicating with customers or external stakeholders is only one side of the coin. Internal communications during an economic downturn are also crucial. Staff must be made to feel safe and valued in their roles. And, if redundancies do need to happen, your internal communication plan needs to ensure that transparency, empathy and consistency are incorporated. The manner in which layoffs are carried out can truly make or break a company’s reputation, as demonstrated by SnapChat’s CEO saying layoffs were a way to weed out the company’s ‘haters’.

Having communications partners by your side to share their expertise and help guide you and your business through these coming months – or even years – is hugely valuable. Brands and reputations don’t stop in an economic downturn. In fact, these are the very moments in time when they are moulded.