This week, I’m doing something a little different. I had the pleasure of being joined by the Middle East’s leading legal light (try saying that ten times) on all things media related. Fiona Robertson speaks about influencers, media laws, what some hotel brands were doing during 2020, and why communicators should be vetting what goes online. Have a listen, and follow Fiona on her Linkedin page.
The past twelve months has been the hardest I can remember as a communicator. And one of the big issues we’re all facing is on ethics. Given it’s ethics month for our profession (thank you for this initiative Global Alliance), I wanted to highlight the issues around ethics. We’re being pushed to get out news that’ll raise confidence in our organizations and industries, but the big downside is obviously sharing information that isn’t fully accurate. The consequence of this is a trust deficit, both in our brands as well as the response to the pandemic.
One example that I saw this past week was from Etihad, the Abu Dhabi-based airline. The company’s CEO spoke to Bloomberg and made the claim, as reported by Bloomberg, that the airline is the first to fully vaccinate its crew (you can see the interview here).
Etihad followed this up with a press release and social media posts, an example of which is below.
I understand the airline’s challenge. The aviation sector has been hit harder than any other industry. And they want to give people the confidence to fly again. They also want to assure governments they’re doing everything they can to keep people safe and not spread the virus.
The danger is that this information isn’t fully accurate. How do you define vaccinated? Well, it turns out our definitions may not be the same as the airline. Reuters did good work and asked that question. It turns out that Etihad hadn’t given all of its staff two doses, which is required by pretty much every available vaccine here in the country (you can read the report here).
In a rush to get out a positive headline, was the decision that the Etihad team took the right one? Will their messaging now engender trust? If Reuters hadn’t have asked the right questions, we wouldn’t have even gotten to the accurate, factual picture behind the headline.
Trust matters more than ever. And we have to be as accurate as we possibly can so that our stakeholders understand what is happening and why. Let me know your stories this ethics month. And let’s remember that ethics will always matter. Our interpretations may differ, but the facts don’t change.
For anyone who has any sense of perspective and basic awareness about what we’ve lived through over the preceding 10 months, it was pretty clear what would happen to Covid cases over the holiday period. Increased social activity, inbound tourism and generally more latitude to enable both led to an increase in positive cases. It was entirely predictable.
And yet, I’m genuinely confused. There have been very few voices criticising social media “influencers” for their behaviour while on their “essential business” trips to the country. For me, there hasn’t been enough focus on the messaging that we are “all in it together” and should, as a result, take the necessary precautions to safeguard one another. And there’s been precious little commentary on lessons learned.
Instead, as the numbers continued to climb, we all looked towards the media and their “irresponsible wording”.
I’m just as critical as anyone of the media; that’s the legacy of my journalistic past – to criticise what others write far too freely. However, it’s folly to lay the blame at the feet of the witness.
I’ve read so many hot takes this week about what has been reported on Dubai and the UAE by the international media: the foreign journalists don’t know us (despite many of them having lived for years here and writing some of the best reporting on the country); we’re doing better than others (I’m sorry, but we’re not New Zealand or South Korea), and “we know best”, which is the new “if you don’t like it, you can leave” argument.
Can anyone say, with any sense of self-respect, that the foreign media is to blame for what’s going on? If they’re not, why do we then attack them for what they write about what has happened over the end-of-year period? Which is, in effect, what all of us saw, either face-to-face or on our social media timelines? And, for those accusing them of this, where were you a month ago when all of this was unfolding?
The value of hard truths
I believe that hard truths are often better for us than being told what we want to hear. The reporting about the case numbers and the reasons behind their rise has acted as a wake-up call for many. It’s focused us all on what we need to do to keep people safe and led the authorities to take steps that’ll stop the spread of the disease. And for that, I’m thankful.
Instead of attacking some media outlets for asking difficult questions – which is, in fact, their job – why aren’t we asking ourselves about the importance of both accountability and tolerance? Across the world over, the media have done some of their most important work in asking why we have responded the way we have. They’ve spoken to the medical experts and they’ve communicated in plain language what we all need to understand, often better than others.
I’d go even farther and say that the best media has helped to save lives. I for one am grateful for the media’s work in 2020, for the reporting and coverage that have helped people truly understand what we are up against. And I expect the same of them in 2021.
For all of our sakes, they should keep on asking hard questions.
If you’re in the UAE, you’ll probably have already seen the news about the UK banning direct flights from the country. If you’re in the UK, you’ll probably be asking yourself how all the influencers who are apparently over in Dubai are now going to get back.
This decision isn’t good for the UAE. But could it have been avoided through better communications? Let’s first look at how both are faring? The UAE’s cases are increasing, but haven’t crossed 4,000 a day. In contrast, the UK is registering over 28,000 a day as I write this. And the UAE is second worldwide for vaccinations of its population, behind Israel. The UAE is targeting half of its population being vaccinated by the end of March.
So what’s prompted this decision by the UK? The UK government says the decision to add the UAE to its red list, alongside Rwanda and Burundi, is in response to new evidence showing the likely spread of a coronavirus variant first identified in South Africa. But does this hold weight? Denmark took a similar step a couple of weeks back, after discovering one passenger on a Dubai-Copenhagen flight who had the new strain.
Any good communicator knows that perception is reality. Dubai and the Northern Emirates were open for business over Christmas, with no lockdown rules in place, unlike most of Northern Europe, meaning that many have traveled to the country for vacations. Sports starts and social media influencers flocked over to Dubai, despite the UK government urging people to travel only for exceptional reasons. And they’ve made headlines; one Celtic player being Covid-19 on return to Scotland and countless influencers being castigated online for enjoying their time in the UAE whilst the UK’s general population was having to follow new, more stringent lockdown rules over Christmas (the below video is especially cringeworthy).
It seems that the UK’s policy has been headline driven. There’s no doubting that. But should the communications teams working for the government have spotted these sentiments earlier and understood what the headlines would mean for policy regarding travel between the two countries?
Simply put, yes. And this is why a lack of diversity works against good communications. Any person familiar with the UK press and the British sentiment/mentality would understand how the overall negative sentiment towards those Brits in Dubai would shape government policy. And they should have flagged this as early as possible to the UAE’s own policymakers, with suggestions on how to counter this perception of the UAE being a place where people could escape to and avoid Covid-19 restrictions.
Over the past decade, there’s been a standing policy in much of the Gulf to localize government communications. The crisis we’ve all faced over the past year underlines why a best practice approach to communications must include employment practices that help the communications function’s diversity mirror the diversity of the overall population.
I hope that one lesson we learn from the past year and the past month is the need to embrace diversity in communications, in all its forms. We should help develop and include more local communicators in the industry, but there’s got to be an understanding that this must be done alongside promoting diversity. Otherwise, we’re going to find ourselves in more avoidable crises as the one we’re facing today.
It’s safe to say that 2020 wasn’t a vintage year for trust; social media was a cesspool of conspiracy theories related to the pandemic, China, vaccines, and of course US politics (apparently, Washington DC is full of child-kidnapping serial killers who own pizza shops).
The above has been certified fresh by public relations firm Edelman. In its latest annual Trust Barometer survey, the company has done its polling of thousands of people worldwide, and the results are in. Businesses are trusted more than any other group (that includes NGOs, governments and media). Businesses are also seen as the only segment that is both ethical and competent.
There’s a couple of interesting insights from the Trust Barometer on this issue (and I’d advise you to read the whole report, especially the segments on trust in the pandemic). The top line is that the public expects businesses to be more involved in societal issues, especially where others (read government) are failing.
Now, there’s both opportunities and challenges here. It could be argued that business is more trusted because it hasn’t taken sides on issues – that’s beginning to change after events last year and in January 2021, with many firms in the US and Europe weighing in on politics publicly. CEOs are increasingly being listened to on issues that have major societal impact (Brexit is a good example of this in the political space. Other examples could include the impact of technology on employment).
But any political stance a brand or the CEO takes is also going to lead to polarization. Take the example of Nike, Black Lives Matter and boycott campaigns. Any public stance, such as advertising on Fox News, can also be taken as a public stance on politics, and lead to calls for boycott.
Some firms are taking a clear stance on issues such as sustainability through their stated purpose. Unilever is a great example of this – the argument goes that younger consumers are looking for brands that share their beliefs and are acting to improve society. However, I’d argue that many CEOs are still risk-averse, and don’t want to be seen to be offending anyone. This is even more true in non-democratic societies, where governments don’t face public pressure through representative systems (my one criticism of Edelman’s Trust Barometer work is that the public/informed consumers in non-democratic societies cannot freely speak their minds, or are consciously/subconsciously pressured to respond in a certain way). I doubt I’d ever see a CEO in my region speaking in a way that may be interpreted as even mildly critical of the government – they’d be out of a job (and the country if an expat) within 24 hours.
Edelman highlights a number of areas where businesses can build a trust surplus. Some are pretty simple – the climate is an issue that we all should be talking about, including businesses. There’s the response to COVID-19, as well as what we can do to further economic growth, and put long-term “thinking” over short-term profits (my assumption here is that the public are referring to income redistribution). There’s one element which will make every journalist howl with laughter, which is “guarding information quality”. In my view, businesses struggle more than any other group with transparency, so I’d love to have Edelman clarify this point (again, my assumption is that as media is less trusted, businesses have to become better at telling their own stories).
I’m going to leave it at that for now. Do have a look at the full report, and let me know your thoughts. Do you expect businesses to speak more openly in 2021? If yes, why and how? And if no, why not?
Last year, everything changed. And that’s just as true for marketing. Everyone immediately put almost everything they had into digital. We were bombarded by webinars, emailers, and online advertising. It’s understandable why; businesses needed find new opportunities. Marketing was very much functional. But it wasn’t emotional. There was no inspiration.
This approach has to change in 2021, and I’m hoping we’ll see marketing that’ll be memorable. The best marketers realize that a shift needs to take place, because we have changed. Given the lockdowns and move to remote working, most of us are craving person-to-person interaction. The reactions I’ve seen from people attending events such as Gitex underline how much we need to and want to be around people again.
This realization will be acted upon by forward-thinking B2B and B2C brands, and we’re going to see more in-person activations to engage directly with customers and consumers. The best events are going to promote participation, to involve customers and make them part of a bigger story.
The second shift we’re going to see is around brand building itself, with a focus on purpose. The most memorable activities from this year have been brand campaigns about helping others. Take the example of Burger King, which has used its social media channels to promote the restaurant industry, in particular independent outlets.
These ideas have won praise globally, even from people who have probably never even stepped into a quick service restaurant. And it’s easy to see why. We want to feel hopeful, and we want to extend a hand to help one another. And we feel elated when we see brands reacting to sentiment and doing the same, especially when a global name is acting to help smaller companies.
The most purposeful brands have done more than advertise; they’ve acted based on their values. They’ve provided services for free, donated products, and helped local communities get through 2020. Take the example of Unilever, which has donated over one hundred million Euros worth of health and hygiene products. And their seminal campaign to make us see beauty differently through Dove’s tribute to healthcare professionals throughout the world.
Purpose can and should also lead to partnership. The world’s biggest issues aren’t going to be solved by individual brands alone. Just look at how the most inclusive firms have rallied to support UN Women’s global campaign about the pandemic’s impact on gender equality. Or how brands have come together to take aim at the negative effect that social media is having on societies.
Looking ahead, we’re going to see more marketing innovation around these new four Ps – participation, purpose, partnerships and people. What I sincerely hope to see is brands from the Middle East applying global learnings to come up with ideas and campaigns that make us cry, laugh and become emotional. After the year we’ve had, we all need to be inspired, and the Middle East’s bravest marketers will lead the way. Those that do take a chance will be rewarded with better brand awareness, perception and purchase intent. Let’s hope for marketing that’ll inspire people in 2021.
It’s the new year, and a time for renewed hope. Just like me, many of you will be happy to see the back of 2020. The pandemic has caused so much harm and devastation. And we have a host of vaccines to choose from to protect us from the worst of the coronavirus. And yet, we’re not over the pandemic yet. The numbers are going up globally, and we can expect the worst spikes in the days to come following socializing over the holidays.
What’s the most frustrating is that the end is in sight. In a matter of months, hundreds of millions of people can and should be vaccinated, providing a level of herd immunity in many countries that’ll slow down the spread of the virus.
While we can end the pandemic, there’s a number of complications. The first is people disregarding health and safety guidance, including the wearing of masks and social distancing – this speeds up the spread of the virus and diverts medical attention to treating the sick and away from inoculation campaigns. The second is those who don’t want to get vaccinated.
Over the past year, those working in the communications industry have been dedicated to supporting their organizations raise awareness of health and safety best practices. They’ve created millions of hours’ worth of content and pushed it out to workforces. They’ve developed an understanding of what types of messaging work, and how to best push this messaging out to make people understand how their behaviors and actions can keep them and their loved ones safe.
Given the fatigue after what we’ve gone through and the reluctance, even skepticism, about vaccinations among the public, it’s time for the communications industry to support and even lead awareness campaigns. Two issues are key – the first is to get home the message that the coronavirus is still rife and we must all behave responsibly. The second is to correct misconceptions and even fake news about new medicines and vaccines (I’m not putting any stock in the social media platforms and their pledges to remove fake news on their sites).
What we need is an industry-led effort, guided and directed by those national and international associations through whom we can combine learnings, ideas and activities. I’m convinced that hundreds or thousands of communicator volunteers would join and help win the trust of the public. For every person who follows mask-wearing and social distancing guidelines, and is convinced to be vaccinated, we’re one step closer to getting case numbers down.
I’ve seen how communicators responded to when the coronavirus first hit; they gave their time and energy for free, and supported colleagues who were struggling with how to respond. And I know that they’ll want to play their part now, to come up with ideas that’ll capture the public’s attention to change both attitudes and behaviors. The idea could be simple as social media visuals for people to use when they’ve been vaccinated or using storytelling for hard-to-reach communities.
There are so many ways for communications around these issues to be done better. If any communicator wants to make a resolution for 2021, let it be for them to have an opportunity to contribute to a global campaign to make the public understand what they need to do and then get them to do it. The art of communication has never been more important, and that’s why for me 2021 should be the year of the communicator. Communications is key to us ending the pandemic as soon as possible.
I’m doing something a little different for this post. Given the Teams-Time I’ve put in this year, I thought I’d do something for my ears. And when I was offered a chance to review Sennheiser’s new wireless earphones, I jumped at it.
Let’s start with the basics. Sennheiser makes good audio equipment. I own a host of products from the brand, including my first wireless headphones, the MM400, as well as a set of gamer headphones, the GSP670 (my ears have never felt better in that padding). I had high expectations for the CX 400BT, and the company didn’t disappoint.
There’s a host of technology in a very small design (each earbud weights in at six grams). The earbuds are charged through a charging case, which is powered via a USB-C wire. The CX 400BT’s 7mm dynamic drivers deliver a frequency range of 5Hz to 21kHz, and the microphone frequency response is from 100Hz to 10kHz.
The earbuds connect via Bluetooth. While there’s no active noise cancellation, the design does a good job of blocking out ambient noise. I’ve read that you can get up to seven hours of usage on a single charge, but I’ve never had the earbuds run empty. And if you have an iPhone or an Android phone, you can download the Sennheiser Smart Control application. This app lets you control, update and personalize the earbuds.
Design-wise, the earbuds are square-ish, and I’d screw them into place. They do look different, especially compared to stem/droplet designs (my daughter thinks they look like the girl robot from WALL-E). The color choices are simple – it’s either white or black. The earbuds are very comfortable, especially when worn for a long time, thanks to the silicon tips. However, I have had them drop out once or twice when I’ve made a sudden, sharp movement; given that, they’re maybe not the best for the gym.
The earbuds are controlled by touch-sensitive panels. The design is very, very simple and easy to pick up. Tap once on the left earpiece for playback, and one tap on the right answers a call or activates your voice assistant. Two quick taps on the left moves you back a track, and two taps on the right skips forward or ends the call. A long press and hold on either earbud adjusts the volume up or down. The controls are brilliant – they’re always responsive. If you don’t like the setup, you can change the controls via the mobile phone app.
Now, let’s talk about the most important issue, namely sound quality. The audio put out by the earphones is crisp and rich. There’s no distortion, and the bass levels are perfect for me. You’ll have no problem using these earphones for webinars, video conferencing, or your run-of-the-mill phone calls (remember those?). The microphone picked up everything I was saying clearly, and I didn’t have any drop-off in the connection when using the earbuds.
To sum this all up, my ears are much happier with the Sennheiser CX 400BT; my sound has been upgraded. If you’re looking to treat yourself to a better audio experience that’s both comfortable and customizable, then look no further than the Sennheiser CX 400BT.
I hope I haven’t put you off reading this blog, but I wanted to spell out in simple terms what we communicators can expect in 2021. Whilst we do have vaccines and many countries are rolling out inoculation programmes, many of the fundamentals are the same as last year – we’re facing a global pandemic, many people are falling sick, and even more are ignoring health and safety advice. There’ll be more economic ups and downs, lockdowns, and stimulus plans. And communicators will have to do crisis comms on top of their daily work.
Let’s look at the basics, as to where the big focus areas will be in 2021.
Internal Comms is still a top priority
Last year was momentous for internal communications, especially in markets/regions where the function came a distant second to external communications. During the pandemic’s first couple of months, the focus shifted inwards. Communicators were tasked with ensuring employees were educated on health and safety, and in pushing executive messaging. Internal communications came into its own, and the value of good internal communicators was obvious.
Given the state of the pandemic in most countries, I expect that internal communications will remain key to every organization over the next twelve months. Not only will internal comms be top of mind for leadership, we’ll also see more innovation in this space. The number of employee podcasts launched last year in the UAE alone surprised me (though I do wish we’d learn to create content simply and timely, rather than overproduce). We’ll also see more use of martech in the internal comms space in 2021. This is an area to watch and, if you’re a young communicator, focus on for growth and specialization.
Budgets/Owned Content are King for External Comms
On the external side, there’s two issues that’ll determine how well you’ll be able to communicate. The first is money. Specifically, it’s how much money you’ll spend on advertising with your media partners. Last year was brutal for publishers, and the editorial mandate is simple – any editorial space will go to advertisers. I know many editors who aren’t happy with this, but they have little room to maneuver. Unless you have an absolutely brilliant media relations person who’s quite literally related to every journalist out there, you’ll need to up your ad spend if you want to get more coverage.
The other route is owned content. And expect to see more blogs, vlogs and podcasts being launched in 2021 (I’ll admit, I was expecting more in this space in 2020). External communicators are going to focus on their media creation and editing skills in 2021, or spend more money on agencies to help out. There’s still the obvious challenge of amplification – if you’re pushing out via social media, you’ll need to either put ad spend in or work with influencers (including your own employees). The other route to take is using emailers. It’ll be fascinating to watch what happens in the external comms space in 2021.
Fighting Fake News and Rebuilding Trust
The pandemic won’t be over until enough people are immune/following health and safety rules. And, as we’ve seen in 2020, there’s a large segment of society that don’t believe what is said, or just ignore the advice. The biggest challenge for every communicator out there is to work to combat fake news, especially online, as well as regain the trust of the vast majority of the population. I’m already seeing people I know who don’t want to get vaccinated because of what they’re seeing on social media, despite them having relatives who have had this terrible disease.
What’s also apparent is that healthcare communicators need help. Just as the industry came together last spring to help those Communicators who needed support, I feel we need a global effort to come up with ideas and campaigns that’ll promote vaccinations and burst fake need bubbles (I don’t expect any help from the social media platforms on this issue). I’ll write more on this in the coming days.
They’re my three big thoughts for 2021. Let me know yours. And, whatever happens, I wish you all the best of health and success for the coming 12 months.
A story from America back in November shocked me; it wasn’t about the elections, thank goodness, but rather about an employee of a paint brand who’d been fired after using social media “inappropriately”. Tony Piloseno had built up a following of over 1.2 million accounts on TikTok. His forte was mixing paint. Apparently, his then employer didn’t like that he was doing this on company time whilst using their paints (which he’d paid for) and let him do on the basis of “gross misconduct”.
I shouldn’t have been shocked. I know companies in the Middle East that force their employees to not just refrain from using social media during work hours, but have actually insisted on their employees deleting their social media accounts for fear of what they may say online.
This thinking has always puzzled me, for two reasons. The first is people will always talk, and no organization can stop their employees from sharing their experiences, both good and bad, verbally. Plus it’s easier than ever for people to leave anonymous feedback online (I do wonder how many employer branding people in the region review what employees say about their organizations on sites such as Glassdoor).
Even more importantly, your employees are your best brand ambassadors. Their views and feelings are the living embodiment of everything that is positive and negative about the organization. They’ll speak up with enthusiasm when they’re proud of what the organization is doing, and they’ll increasingly share their views on organizational issues that concern them. And the younger your workforce, the more likely they’ll be speaking about what is going on within your four walls, on open, indexed sites such as Twitter and LinkedIn or on apps such as TikTok.
To me, there’s nothing better and more influential than an employee who is online and who is openly showing their pride in their company because they believe in the company’s vision and actions. They’re brand ambassadors and advocates, who are able to use their passion to influence others, be they potential employees, partners or customers. The better the organization in terms of its policies and actions, employee engagement and care, the more likely you’re going to see employees talking positively about their employers.
Simply by listening to employees online, I can see how well an organization performs in terms of how it treats its workforce, how ethically it does business, and how much it supports societal development. I’ll be able to make a judgement call on whether I’d like to work for that organization from hearing authentic employee sentiment online; this will sway me and countless others much more than a pretty press release, or an executive’s speech filled full of superlatives.
I do hope that more managers in the region grasp this reality, and let their employees voice their views online without fear of retribution. Tony Piloseno has found one such person at his new employer. When asked why he’d hired Tony, Florida Paints co-founder Don Strube said that, “the hard part about paint is finding people who see paint as exciting—and Tony does. Color is what makes the world look great, and Tony was making paint amazing.”