Global Banking and Finance Review: How will corporate content change in a post-Covid world?
In an article written for Global Banking and Finance Review, Speak’s head of content George Theohari highlights how the pandemic could change corporate content – and what will stay the same.
Drawing on insights from a survey conducted by Speak and the PRCA, George suggested that factors such as a ‘focus on internal comms’, ‘cuts to comms budgets’ and ‘halting content plans’ could all impact the way that comms leaders approach corporate content.
George wrote: “As businesses reposition themselves as in the aftermath of lockdown, new stakeholder attitudes, combined with financial and organisational challenges, suggest corporate comms teams need to be prepared to navigate a very different future.”
But, reflecting on the importance of creating content that connects with its audience, he added: “The essentials of corporate comms do not change. Good storytelling is still the best way of building empathy, understanding and giving brands a human face – especially as it is now significantly harder for potential customers to connect with a company in ‘real life’.”
You can read the full article here.