During this pandemic situation, webinars have become part of our daily routine. In this situation where people cannot meet physically, they can stay connected and updated through these webinars, where experts share their enriching and insightful thoughts.  School of Communications and Reputation (SCoRe) organises SCoreTalk webinars weekly. Communications professionals share their insightful thoughts and views on various topics. 

On 20th May 2020, the School of Communications and Reputation (SCoRe) hosted its first international panel of PR professionals at #SCoReTalk. The talk on ‘How Brands Across Geographies are Preparing for Lockdown & Beyond’ was moderated by Tuhina Pandey, Communication Leader, IBM, India & South Asia.  Tuhina Pandey was in conversation with Douglas Dew, Regional Managing Director, Corporate and Public Affairs, Asia-Pacific, Burson Cohn & Wolfe(BCW), Esty Pujadas, Partner, President, Ketchum International, Margaret Key, Chief Executive Officer- Asia, Middle East and Africa and Tarun Deo, Managing Director, Singapore, and Southeast Asia, Golin.  This was an accomplished panel from where we got some diverse views from diverse places and geographies.

Due to the rapidly changing environment, it is important for brands to understand the shift in consumer behaviour. Brands need to connect differently with their consumers. “Most important thing for brands now is to think about how their audiences may have changed during this pandemic”, said Esty Pujadas. Esty Pujadas also talked about resetting the priorities. Priorities are changing; everyone is showing gratitude towards each other. We are getting closer because we have the need to communicate constantly as we are isolated. She talked about how it is important for brands to connect with evolving mindsets. Esty Pujada also talked about reinvention and reimagination.  She also focused on positive transparency. Transparency is another important factor these days; communication needs to be transparent and that too without being overwhelmed with negative news. People want to know and understand what is going on and how we are going to come out of this. “It is important to continue to accelerate the adoption of communication through digital”, said Esty Pujadas. She said that in Ketchum, the primary focus is to understand how to engage with audiences. During this pandemic putting people first is essential. It is becoming important for brands to engage with all its stakeholders. 

Douglas Dew shared his views on what has changed from his perspective and how these changes have touched his life. He said that everything has shifted to digital. He is having digital experience in his professional as well as personal life.  He also focused on how important it is for the government to engage with all the stakeholders and listen effectively.  He also talked about what clients need from their consultancies during this difficult situation. Douglas Dew said that consultancies need to build communication strategies around macro trends and geopolitical changes. 

Margaret Key shared how people are managing and living in Korea. People are having masks. Social distancing is heavily managed. She also talked about how everything has moved digital. The client perspective is moving digitally and quickly. Ecommerce platforms are rising for small and medium-sized businesses.  Margaret key also shared some insights on how the government in Korea is managing the situation. She said that the government in Korea has done a fantastic job and managed to establish trust in its public. 

Tarun Deo shared his views on the unequal impact of COVID-19. There are certain industries that have been impacted more than others. Travel, Tourism, Hotels industries are impacted harder by COVID-19 whereas if we look at the communications profession then, the communication industry has been able to carry on to a certain extent. “There has never been a better time to be in the communications business”, said Tarun Deo.  Principles of communications are going to remain the same; the form may change a little. 

The panel presented some valuable insights, they are as follows

• Build credible trusted relationships.
• This is the year of reimagination and reinvention
• As communicators, it is important to make sure that whatever we put out there is a fact
• Most important aspects in messaging today is ‘safety’
• Virtual experience needs to be personalised
• Employees are the brand ambassadors of the brands
• Continue to listen and understand

Tuhina Pandey, the moderator of the talk ended the session by asking the panel to list the quintessential for the brand playbook in the post COVID world. Keywords for brands communication playbook according to the panelists are as follows:

• Be Authentic – Tarun Deo
• Be Transparent  – Margaret Key
• Be Purpose Driven and Data Driven – Douglas Dew
• Focus on Trust and Values – Esty Pujadas

The hour long session was full of enriching insights from the international panel. The session gave us a detailed perspective on How Brands Across Geographies are Preparing for Lockdown & Beyond.

– Vishnupriya Modi

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Vishnupriya Modi is a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Avian WE
She is from Nagpur. After completing her 12th she shifted to Pune for her graduation in BCA along with a diploma of media from the International School of Business and Media (ISB&M). She did two months summer internship in ASPIRE PR, a PR firm in Pune.
She is a very friendly person, coming from a Marwadi joint family. She is adaptive to any situation in any circumstances. She is always interested in knowing other people’s thoughts or points of view on various topics. She is a big-time foodie and can talk for hours on any random topic.

She can be reached on twitter as @ModiVishnupriya and on LinkedIn as Vishnupriya Modi