In the current ever-changing news cycle, companies have to keep up with trends and create content that will help them connect with their target audience. Right now, that type of content should emphasize humanity and lean into core company values.
The pandemic managed to shift the day-to-day lives of millions around the world, which ended up changing consumer buying habits as well. To keep up with those changing trends, companies have to incorporate specific features in their promotional efforts.
From all the different innovations that became popular from the start of the pandemic, one of the most meaningful ones was the ability to connect people with each other virtually. That’s why plenty of different tools were utilized throughout the pandemic, such as Zoom, Microsoft Teams, and Google Classroom, which managed to provide a new way for people to connect.
This is the era of creating realistic content, which means companies have to create promotional efforts that are made to look like they were created during this time. That means instead of highly produced visuals, for example, sharing raw footage is something that consumers prefer to see these days. The aforementioned tools ended up creating a brand new, casual aesthetic that became acceptable worldwide and infiltrated both traditional and digital media.
Because of the pandemic, plenty of people were unable to work normally, while millions of others ended up unemployed. Companies should understand that they are communicating with people who are in difficult positions in their lives and should cater to those consumers.
Companies should be relating to the actual emotions of the consumers in their communication effort. That means companies should be taking a focused and consumer-centric approach in their promotional efforts when trying to connect with the target audience. Throughout the pandemic, plenty of companies ended up missing the mark because they decided to lean into artificial personas or abstract consumer profiles instead of creating messages that will truly engage the target audience through humanity.
Putting a bunch of faces next to each other on a screen is a step backward from in-person meetings, which means that most video conferencing software currently lacks a degree of sophistication. That’s why companies should start embracing different tools that can humanize their digital meetings. In the last few months, many people talked about “Zoom fatigue”, which was the result of very sterile working environments in the last year that mainly centered around video conferencing platforms. Companies should start expecting to see the implementation of different VR and AR technologies that will improve these communication tools, and facilitate meaningful interactions between participants.
Social Media Shopping
Finally, because the pandemic ended up affecting everyone’s daily lives, plenty of people still continue to be wary of their shopping experiences, especially in brick and mortar stores. That’s why businesses should pivot to social media, where plenty of platforms have already integrated in-app purchasing that can help consumers make their buying decisions easily.
Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.
Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.
Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.
A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities