Episode 7: Can a crisis be a good thing?
The never-ending crisis: in search of coping strategies and silver linings
As we continue to live in interesting times, in the last episode of season 1 of Cutting Through we consider what digital communicators can do to prepare for – and manage – a crisis and ask whether staring down risks can actually lead us somewhere better than before.
Reasons to be hopeful
AI
- AI tools have the potential to free up time for creativity, or to create space to respond to turbulence much more efficiently, which helps takes some of the sting out of a crisis.
- Most big companies now have their own “walled garden” generative AI tools, trained on the company style and voice, helping to do nitty-gritty tasks and freeing up time for writers and editors.
Social media
- Human stories win every time, and social media is a great place to be more human and relatable with your communications.
- Creative formats are reaching non-standard audiences.
- For instance, Unilever has used a TikTok green-screen floating head-style format to talk to investors. Their most creative video was also their best performing.
Navigating the culture wars
David Brookes: “People can be up in arms only for so long and, if history is a guide, just over the horizon there is some new cultural moment coming”.
- We may be moving towards a post-misinformation age, where a growing number of people are thirsty for reliable information. Companies are better placed than ever before to position themselves as the “mothership of truth”, providing information with honesty, clarity and – essentially – with humanity.
David Brookes: talking about being conscious that we’re in a big shift and that we all have to adapt to a new historical era “That’s only accomplished by visionaries and people willing to shift their entire world view”
- We have an opportunity to think, and act, in completely new ways to start to imagine a way forward out of the chaos.
- The current DEI crunch may see traditional performative “stick a rainbow on it” campaigns being quietly replaced by more substantive action.
- The purpose of Bowen Craggs is “Leading the charge toward clearer and more trusted communications” – we are headed towards greater authenticity and transparency.
- High quality corporate communication is more needed, valuable and important to the world than it ever has before.
“This is our time – our job is more important than ever”.
References and resources
Further reading
Related articles and events:
- David Brooks in the New York Times: The Democrats' Problems Are Bigger Than You Think
- ESG under fire: how to talk about sustainability without wrecking your reputation
- Demystifying CSRD: what the new rules really mean for corporate communicators
- Make your corporate website a reputation fortress