How to communicate now: Orchard’s guide to financial services PR in 2021 was released in May and provides a practical guide for communications professionals seeking to use social, digital and PR channels effectively.
But why was now the time to release the guide? Why does 2021 mark the perfect opportunity for financial and professional services organisations to do things differently?
The principal reason to reconsider your communications strategy is a simple one: everything has changed. The COVID-19 pandemic has changed the way we live and work and the long-term social impact of that is going to be significant.
The COVID-19 recovery is going to be a thread that runs through corporate objectives, performance and strategies throughout this year, and probably beyond, and it will likewise impact communications activity.
As the world looks to ‘build back better’ the financial services industry faces a massive opportunity to be part of this global current.
The economic context of communicating now shifts regularly but some factors will certainly impact comms activity in the UK and Crown Dependencies: the vaccination rate is being seen a hugely positive step on the road to recovery, Britons have saved up during the lockdown periods and cash banked in 2020 is ready to be spent – and therefore injected into the economy – in 2021, a global pandemic should result in a global recovery – with economies rebounding at similar times.
Economic imperatives aren’t the only reason to seize the communications initiative, however. The renewed focus on communities and human connectivity presents a huge chance to establish an authentic voice, which is always the most effective means of communication.
The last year, with all its challenges, has confirmed that we’re all human and that brands should be communicating with empathy to tell human stories.