The Conversation is Not About a Pandemic Right Now (Nor Should it Be)
Author’s Note: These essays are from the “unprecedented” year that was indeed like no other – 2020. The audience was marketers, but I think many of the lessons learned apply to many of us and will last far beyond the time that the word “unprecedented” (thankfully) no longer describes the times we live in. This one was about how as marketers, we needed to shift – immediately – to talk about Race.
Volume 7: May 2021
You are used to seeing my essay address the challenges and opportunities faced by brands during the Pandemic.
Not today.
On May 24, we might have thought we were living in a relatively defined “new normal” as many cities and states were relaxing social distancing regulations and consumers were re-entering their worlds with varying degrees of comfort. As marketing and communications professionals, we were navigating through that for our clients – we started thinking of it as our “next” normal.
But then on May 25th, everything changed. George Floyd was killed at the hands of a white police officer in Minneapolis. Our new, now, next or whatever version of “normal” we want to call it, was upon us as the country collectively stood up and said enough…no more. And with peaceful protests mixed with some rioting we changed the conversation – seemingly in a split second – from COVID-19 to racism in America.
It has been nearly four weeks since George Floyd was killed at the hands of a white police officer in Minneapolis and again, we find ourselves dealing with this issue as only a few days ago Rayshard Brooks was shot and killed after an altercation with a white police officer in Atlanta. And while no longer dominating the news 24/7, COVID-19 cases are on the uptick in 21 states. So, while understandably, the national conversation about COVID-19 was muted, it didn’t disappear.
I have run out of adjectives to precede the word “normal” – but rather have landed on the word reality and this is ours. We have one of the most important conversations of our lifetimes taking place during what is undeniably the most significant public health event in the past century and in a world that is forever and, and perhaps finally, changed by racial injustice.
As I have said before, as professional communicators, we have an important role to play. We can, and must be, part of this very important conversation and will be tasked with helping our clients determine their role and their actions during these – or any times. As marketers we are storytellers, we know how to paint a picture of the future – of what’s possible and how brands can, and should, be a part of that future. It is also our job to help our clients be authentic – and not just vocal – and to encourage them to make meaningful contributions to society. Trust me, in doing so, they will build their brands and their reputation.
Over the last few weeks, marketing and communication leaders have been asked or are asking themselves dozens of questions:
What is my brand’s role in all of this?
Is my brand prominent enough that it simply has to be “public” immediately on these topics, or can it operate more quietly?
When can I resume planned campaigns and communications?
Social media content
Influencer outreach
Earned media outreach
How do I move forward if my brand/organization is not yet aligned internally?
•What more does my brand need to actually do?
My brand has not said anything -- can we move forward? Should we move forward? And if so -- how do we move forward?
We have skeletons in our closet, now what do we do?
How are other admired and/or best-in-class organizations and brands participating?
While many might feel frustrated by some of these questions, it’s important to acknowledge that as a marketing and communications leader these questions are not only okay to ask, those questions are imperative to ask. And without thoroughly thinking them through, the risk of wading in – or jumping in – and making mistakes is extremely high. And mistakes are extremely visible in this highly volatile and emotional climate.
But here is the thing, even with these important and smart questions, there is not a one-size-fits-all answer. Moving forward will look different for every brand. But there are a number of key considerations which may help arrive at a path forward that is right for your brand.
The first consideration is that there is not a near-term future in which these events and conversation will not be a serious part of every business and marketing discussion. That does not mean that we shouldn’t or won’t go back to aggressively marketing our products and services, but we have to acknowledge there is no going back to ‘normal.’ Instead we are going forward towards a society that truly respects, supports and celebrates all of our differences. Brands are expected to show up bigger and to do more. Just as we humans must rise to the occasion now, so will brands. And all brands will be judged not just by what they say, but by what they do.