I’ve worked with a multinational diabetes care company for many years. We spend a lot of time thinking about how to meet people with diabetes where they are with information and support that will help make a real difference in improving their lives. Over the years, our audience’s needs have changed in myriad ways. The most pressing issues for them today have shifted from those even twelve months ago. Their ages, demographics, circumstances, concerns, how they prefer to receive new information have all evolved. Our communications approach has to as well.
Making choices for partnerships and sponsorships as well as media channels and sources of influence requires communicators to know their audiences inside and out. Now more than ever, we need to know their sources of content and frustration, how they spend their time, where and how they like to receive information as well as voices they enjoy and trust (not always the same). Communications practitioners need to be agile, watch trends, listen closely and have their fingers on the pulse of both mainstream and alternative channels, platforms and media.
Identifying the right blend is a key element in the communications playbook and can be the difference between success or underperformance for any campaign whether for reputation or brand. Here are a few factors to consider:
- The plethora of options means greater competition for share of eyeballs, voice, hearts and minds.
- Many channels reach a very specific audience; not being on the right ones could be a significant missed opportunity.
- Platform accessibility enables communicators to reach target audiences during day parts or activities when they’re most open to information.
- Diminishing attention span in general
- The influencers of highest impact are no longer the most familiar faces or the ones with the biggest platforms. Some influencers are popular for entertainment but not necessarily the ones that can drive preference or action.
- Alternative media may not be perceived as having the gravitas and credibility as legacy media but may be more effective and a risk worth taking.
Channels of consideration
Over the last year, I’ve seen some exciting reputation campaigns roll out in India featuring clever and engaging videos as the centerpiece. Some feature emotional stories, others use humor, I’ve also seen tech-centric executions. Video is relied on as a primary platform for many brands and with good reason: India’s YouTube landscape has become one of the most dynamic and thriving in the world. As of January 2023, YouTube in India records 467 million active users each month.
Other options include:
Podcasts: India is already the third-largest podcast listening market in the world, after China and the US, with over 57.6 million listeners. I’m a big fan of podcasts for reputation work for many reasons including the ability to reach exactly who we want to reach on a platform in which they are already engaged and can listen almost anytime – on a leisurely walk, during the commute to work, while driving, etc. The possibilities are also endless: companies can create their own podcast – long-form or short–sponsor one episode or a series, go it alone or with an established partner, or offer your spokesperson for interviews on already popular podcasts of those that are up-and-coming. Podcasts can also be shared on social media and archived on websites.
Conventional and unconventional sources of influence: Familiar faces, like celebrities and athletes, can add star power to company’s reputation or brand campaign. They also attract media coverage. But it is well documented that there are other, less conventional sources of influence that can bring your story to life more effectively. Look no further than the rise of the ‘nano influencer.’ Additionally – and among my first choice for reputation work—is to look inside the company for the people and the stories that will hold sway and to consider shining a light on the everyday people – with diverse backgrounds and experiences– who have benefited from company activities, sponsorship or programs. Finding these individuals will enable you to appeal to specific subsets of your target audience (e.g., urban, rural, younger, older, family, single, different socioeconomic backgrounds).
Mainstream and alternative media: Visibility—whether paid or earned—in mainstream media is considered to give a halo of credibility to a message. Add to this the reach of these outlets – mainstream media generally have high reader or viewership. The downside is they don’t always get to every target audience and there are those who consider mainstream media ‘old school.’ Alternative media often have loyal and enthusiastic followings even if the reach is smaller and not every person on the internal team, including the decision makers, have ever heard of them. Sometimes these media outlets are less polished, can feel edgy and, therefore, pose a risk. Research and due diligence to identify and vet all the options will enable you to invest in the balance that will be most effective.
Getting the blend right matters whether it’s offering different sides of a company story – the buttoned-up presentation as well as the one that seems more ‘unfiltered’ and personal, and finding the combination of channels and platforms that best resonate. Assumptions based on what was successful ‘last time’ should always be revisited or even tossed out – as one blogger put it, ‘you’re fighting yesterday’s battle.’
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sandra Stahl has created and led communications solutions for many of the world’s leading pharma, biotech, diagnostic, device and consumer healthcare brands over a 30+ year career. Her skills as a strategist and developer of compelling narratives have enabled organizational-and market- readiness, powered investment, enhanced profiles, amplified landmark data, built reputations and influenced opinion. She is a recognized thought leader regularly published in industry, national and international media, and author of the award-winning book, The Art & Craft of PR (LID 2018). Additionally, Sandra is founding faculty in the PR track in the Branding + Integrated Communications master’s degree program at The City College of New York, now in its 10th year, has delivered lectures at university communications programs around the world including Columbia University in New York and Xavier Institute of Communications in Mumbai, India.
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