Page 37 - PR Communication Age January-June2020

Group internal communications channels specialist Melody tools. A well-thought out communication strategy fuelled
Currey. by meticulous media monitoring and analysis might seem a
basic necessity but during such a crisis it is significant in
Another important mention here, may be VIDIZMO's getting the narrative right. The one thing brands and lead-
'EnterpriseTube' that provides a secure platform to bridge ers do need to keep in mind is that there is no substitute
the gap in communication arising from working remote. for authenticity.
With efforts to contain the corona virus pandemic; many
companies have mandated or encouraged their employees Those who make decisions that are honest and purpose-
globally to start working from home to practice social dis- driven, will reap lasting goodwill and brand love. This is even
tancing and to support these efforts. To make it easier, more crucial as brands and leaders are being put under the
organization may try to leverage their existing IT systems microscope by the media and the public, who will not hesi-
and applications, like CMS (e.g., SharePoint) or video tate to call out those they feel, are not handling the situa-
conferencing tools (e.g., Zoom), through seamless integra- tion sensitively enough or are exploiting it for profit. On the
tion with VIDIZMO. VIDIZMO's 'EnterpriseTube' can be flipside are brands going out of their way to genuinely help
deployed on a shared or private cloud, on-premises, or as a the community. The core expectation that consumers have
hybrid model. Some tips are given on how to adjust for of brands in any situation, but particularly in a crisis, is that
working from home during lockdown situation through brands will do what is right for their employees, suppliers,
'EnterpriseTube' stated as below: customers, and society at large.
1. Everyone can use mobile phones or tablets to access
this solution through any browser.
Bringing people together by facilitating community, offer-
2. By informing the employees on privacy and security ing empathy, and providing social support is as important.
concerns they should consider when creating or shar- But it doesn't have to always be about something on a large
ing videos from home. scale. Even something as simple and digital as a short video

3. In such a situation, it's more important that internal or a single post can do wonders. Take the example of
communication is going smoothly, and employees are 'Etihad' -airlines are amongst the hardest hit as travel has
capable of operating remotely. completely come to a halt and fears of being cooped with
strangers for hours is the last thing one wants; a sentiment
While summing up: that is most likely to continue in the months to follow.
Given the economic decline and social restrictions, there is
a lot of uncertainty and fear, which is counter-productive. So how does the brand allay these fears and instill confi-
Hence, it is vital that the organizations increase the fre- dence when people consider traveling again? 'Etihad' cre-
quency of communication - nothing calms and motivates ated a short film (just under two minutes long) that
people more than to know that there is a plan in place, no chronicled the hygiene standards maintained by the airline
matter how tough the situation seems. Leaders can look on each of their aircrafts. Perhaps it will not have an im-
at various forms of internal communications such as blogs, pact in the short-term but as things return to normalcy,
help lines, internal social engagement initiatives and virtual people will be little more assured about choosing 'Etihad'
communities. This will not only reduce the distance between for their air travel.
the work teams, it will also in turn guide to an increased
sense of commitment and motivation towards business and In time, even as our stark new normal begins to get clearer,
work. to assume anything is folly. Together, we will see these
tough times pass. But beyond the fragility of the way life
The pandemic has been cataclysmic with its twists and works at the moment, we have a golden opportunity; to
turns and the result is many brands and leaders might feel discover new ideas, rethink old assumptions, and create
unprepared to cope with unfolding events. This is why it is new magic. By doing this we can emerge from this global
important to have a clear strategy backed by an under- crisis stronger, wiser and more prepared for future chal-
standing of the pulse of the audience through appropriate lenges. T

"Don't you get it? That's what happens when you love someone: they're brave when you can't be! I can be brave--
for you, for both of us!"

PR COMMUNICATION AGE January - June 2020 37