How can you use current events in your corporate communications?

Employees are people first. They have complete lives outside of work. Many of them are impacted by ongoing current events at both the local and national level. When corporate communications draw on those events, it unites the disparate aspects of the employee. They see themselves simultaneously as a corporate citizen and a citizen of the world.

Do not chase after every event as if it were an opportunity to capitalize on the fortunes--and especially the misfortunes--of others. Unless the event is directly relevant, keep focused on your organization's goals and message and do not allow yourself to be distracted by outside events. Even then, think twice before acting. This is especially true in times of tragedy. Sometimes the best course of action is to pause rather than to seem insensitive to what is happening. Reach out to individuals with sincerity, but always be careful about ad hoc responses. The road to hell, after all, is paved with good intentions.

Current events and trends can be incorporated in 'Marketing' but should be avoided in Corporate Communications. While they may be a good attention grabber, they probably will not align with your vision, mission, values, and social standing which is the realm of corporate communications.

Microsoft recently posted about the potential impact of the metaverse on the workplace. Coca-Cola uses current events to connect with its audience on a human level and recently posted thanking its customers for their support during the COVID-19 pandemic. Patagonia recently published about how one can reduce the impact on the environment. Staying relevant is always better - be it humans or brands!

From my experience, incorporating current events into corporate communications can foster relevance and engagement. Stay informed about industry and global news to spot opportunities for connections between your brand's values or offerings and current events. Craft timely content, such as blogs, social media posts, or press releases, that demonstrates your brand's awareness and responsiveness. However, use discretion; avoid sensitive or divisive topics. Instead, focus on issues that align positively with your brand's message, showcasing how it relates to and can provide solutions for present challenges. Be genuine, offering valuable insights or assistance during these events to build trust and credibility.

"Expert sourcing" has been a key element of a successful PR strategy - the news cycle is so quickly changing that having professionals at the ready to be tapped as talking heads can ensure a consistent line of awareness. THAT said - it has to be relevant and not seem untoward - capitalizing on a tragedy. AND brands should always think twice about adding its two cents.

Different audiences may respond to a current event with varying emotional intensity. Keeping this in mind while using current events can help in crafting the message in a way that resonates with your audience. It is also important to be culturally sensitive while dealing with a global audience. Therefore, understanding your target audience is paramount. It's a crucial step in ensuring that your communication strategy is well-received and achieves its intended goals.

The linking to a current event be it global or local, needs to make sense. If it improves the content and enhances the experience for the reader, great. If not, is it distracting from the point(s) or objectives or your content? You want to ensure your readers are getting as much out of your content as possible so linking to current events may, or may not work. It is a highly circumstantial decision

Audiences determine your content. If you work in the humanitarian/ developmental sector where situations are always changing and the work is fast-paced, then current events are a necessary watchlist item. You report on them at least weekly to partners and colleagues. For donors on the other end, a periodic synthesis of all the happenings monthly or biannually would suffice.

Tone is everything! Take COVID for example. Many companies mentioned it in their marketing communications and yes, it was a corporate talking point as it affected everything. However, it was also a sensitive topic that needed to be respectfully handled. After all, lives were lost and disrupted.

Changing your tone to match the event is not the goal. Your tone should match the purpose and content of the article. If the event speaks in a different tone, is this the right recent event to link to?

Knowing your tone, not even in relation to a current event, but in general, is a foundational element to any corporate communication or marketing message. If your tone is off, then your brand is in disrepair. That's a different issue altogether that must be addressed. One of the most valuable reasons for using current events in your corporate communications, in my opinion, is that is creates the opportunity to showcase different aspects of your brand's personality. The best brands are consistent, of course, but they're also multidimensional — they've cultivated a world where different values and emotions can be communicated, and the audience can accept, identify, and engage on a different level. Reading the room is a critical skill.

We may be tempted to change our tone to become emotionally charged based on current happenings, but that is not always a good idea. We should strive to show concern, empathy and support adequately within the brand tone.

Create some response matrix because if you pick and choose what events you will respond to and what ones you do not, your absence may be noted and questioned. Or your attempt to respond could also raise eyebrows. You don't have to respond to everything, but when you do, make it matter.

The backlash on MakeMyTrip's World Cup campaign (the India-Pakistan ad) is a testament to the need for brands to understand their timings while opting for moment marketing. The times have changed; brands' target stakeholders have become more emphatic and mindful in their voice. Brands must ask themselves how relevant their take is right now before leveraging current events for comms.

Moment marketing has been a trend for quite some time but it's advisable to choose current events that are relevant to your audience and that align with your communication goals. While it's important to respond to current events promptly and appropriately, be authentic and respectful. The communication must be genuine and aligned with your values.

Sometimes, it is a good idea to breathe and take time to properly understand an issue before jumping on the bandwagon. Context may change and you do not want to be caught in a hurtful backlash.

This is absolutely key. Current events that are in the midst of taking place can become dated in a minute...as will your content if your content makes heavy focus on this. If your readers are not reading in real time, your content will seem dated and not trust worthy

A good intentioned ride strategy on the back of current events can go terribly south when facts and sources are taken lightly and not diligently researched. The management of such an error reflects not only on the credibility of the brand organisation's functions but also takes more effort to correct and thus completely eclipses the PR event as a whole!

I would add to this to be mindful/careful of Gen AI developed content. Sources are often not vetted or can be under copyright. This is a major issue publishers are dealing with regarding their content being used without approval, or proper citation. I expect we will see much more of Gen AI content, copyright and licensing in the near future and how publishers will try to regulate content use.

When producing events, videos for corporate communications it is key to keep your target audience in mind. What are they interested in hearing about, what do they need to know. If they are taking away 6 or 7 key actionable points. How do you in the organisation know these have been actioned?

A thing that most brands forget to consider is the geopolitical set up of the market in which they are operating. What happened with the Tanishq babyshower ad is a prime example of this. It was a beautiful concept, thoughtfully made and tried to give a positive message. But the situation in India at the time was highly charged up and the brand was forced to relent to the will of a select few. While we do try to understand individual consumers or their clusters, we should make a conscious effort to understand the political environment. The brand does not necessarily have to give in to the pressure and can take a strong stand against the popular opinion. But it won't hurt to have better awareness.

Consider the audience's preferences and the nature of the event when choosing the right mix of communication channels. Opt for social media for timely updates on fast-moving events, while more formal mediums like press conferences, press releases, or exclusive interviews may suit serious issues. Aligning the right channel to the context makes sure your message resonates effectively.

It is not about words but ACTIONS. Don't just throw words around without there truly being an action. You and your organization will do XXX differently, or support XX organizations, or sponsor XX events. After George Floyd's death, only a handful of companies actually included legitimate action steps to better themselves or the community.

Events are a powerful tool to inform and inspire audiences (internal/external), to be part of something outside of the 'usual' corporate comms. A point to note is to look at events from the inside out; how does it align with existing organisational vision and goals. This way, whether its a one off or an annual event, you draw value from it. Question like why would your audience connect with this event? Does it have any value to the organisation and how can they plug in; can help narrow down on which event to consider and which one to pass.