The Covid-19 Casebook
Which companies did well during the pandemic of 2020? In this guide, we look at what we can learn from smart – and responsible – brands. …Read more
The Covid-19 pandemic of 2020 has had two distinct phases from a communications standpoint. The first, running from the start of March until the beginning of May, was the ‘impact’ or ‘panic’ phase in Europe. There were significant amounts of confusion, national lockdowns began, and furloughs (chômage partiel or kurzarbeit, depending on where you are) meant that many people were temporarily out of work.
During this first phase, communicating was temporarily easier. In marketing terms, there were high impressions but low conversion rates; people were hungry for content and guidance, but reticent to buy. In the media world, many journalists were on furlough, meaning that stretched news desks would take more content – as long as it was easy to digest and predominantly concerning Covid!
The second phase has been more insidious – and we’re still in it. As people suffer from Covid content overload, they’ve become choosier about what to digest, despite budgets tentatively growing. The media cycle has changed, with contributed pieces being much harder to place and all but the most hard-hitting news being rejected by media teams.
There’s no silver bullet to solve these issues, but there are new behaviours that you can use to fight harder against the rising tide in both broad-brush marcomms initiatives and media relations specifically.
So, what are the most important things to know? Download our guide to find out!
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