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There have never been so many challenges facing the communications industry. Technology, AI, diminished brand trust, balancing truth with public interest, and the impact of corporate social responsibility (CSR) are just a few issues the industry is currently grappling with. This sector is tasked with identifying current and future challenges to either avoid them or turn them into opportunities.
Here are three topical issues affecting comms today:
Customers — particularly millennials and Gen Z — are becoming increasingly aware of the role of CSR and ethical practices as an integral part of organisational value systems. A report issued by Deloitte earlier this year revealed that younger generations are actively supporting businesses that make a positive impact on society. They prefer companies that align with their values when it comes to doing businesses, buying a product or opting for services. In fact, 84% of millennials, as per the report, said that making a positive difference in the world is more important for them than professional recognition.
If a business is perceived as putting its bottom line ahead of global considerations, it can fast gain a bad reputation and may even be boycotted. According to a YouGov report, tax avoidance and evasion is the number one reason for boycotting a brand (55% of those surveyed admitted to having stopped using a brand for that reason), 40% stopped using a brand because of staff being treated unfairly (such as unfair working hours) and just over a third (36%) were prompted by workers in the supply chain for being treated badly.
Tax shaming has affected global stalwarts such as Google, Starbucks, and Amazon, who were sent before the UK Public Accounts Committee as a result of avoiding tax. The media coverage resulted in widespread boycotting of these companies and has had a long-term impact on their brand reputation.
A brand must be seen to be making a difference — internal CSR practices are not enough if there is no external outreach. Closely aligning to CSR is the necessity for transparency and authenticity in communication.
The rise of fake news has made ‘the authentic’ all the more valuable. Savvy consumers don’t want to be spoon-fed platitudes; they’d rather see what makes a brand tick. Sincerity helps drive trust, and the public expects brands to express themselves honestly without hiding their vulnerabilities.
According to the 2019 Edelman Trust Barometer Global Report, there is a distinct lack of trust for governments and media among the general population. As per the report, 73% worry about false information or fake news being used as a weapon; there is particularly low trust in social media in Europe and North America. Brand communication strategies must take into consideration this lack by offering authentic content that resonates with target audiences.
Authentic communication requires knowing what a brand stands for, then clearly and consistently delivering that message to the market. Brands should leverage social media, surveys, focus groups, points-of-sale, and other tools to better understand customers, then appeal to their values and the causes they support.
Technological advances mean the level of data now produced on a daily basis will change the way we work forever. The challenge — and, indeed, the opportunity — is figuring out how to use that data in the most effective and efficient way. While the concern over robotics stealing the jobs of humans is a real one, there are also new roles being created as a result of technology. The UAE’s RTA, for example, now hires data scientists to assist with traffic management at particularly busy periods.
The younger generation, perhaps surprisingly, has a love/hate relationship with tech, Deloitte tells us. While 71%of millennials feel positive about their personal use of digital devices and social media, more than half responded that, on balance, social media does them more harm than good. Nearly two-thirds of millennials said they would be physically healthier if they reduced the time spent on social media, and 6 in 10 felt it would make them happier people.
Cybersecurity is also a major issue. Only 14%of millennials strongly agree that the benefits of technology outweigh the risks associated with sharing personal data, 79% are concerned they’ll be victims of online fraud, and a quarter have halted consumer relationships because of companies’ inability to protect data.
By understanding the issues, the communication industry can turn challenges into opportunities, working with brands to keep them one step ahead of the ever-evolving modern world.
Sarah Longbottom is Director of Strategy & Planning at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me