Messaging

COVID vaccine messaging is about to get another shot in the arm through the release of a new confidence campaign called “Because of This,” launching Tuesday. “Because of This” includes four PSAs which strive to remind Americans of the reasons for vaccination: the importance of our close, personal relationships. The ads include real people who provided personal footage for the campaign. 

After the insurrection acts at the United States Capitol this week, the importance of clear communication during a crisis was evident once again. Organizations and brands took to social media and the airwaves to release statements regarding their position on the situation.

Video and images flooded social media this morning after several states launched emergency use of the COVID-19 vaccine. Many government entities and news outlets broadcast the first inoculations live, providing a sliver of hope in a year when so many have lost loved ones across the globe.

Message testing is a valuable and essential part of communication strategy. Ensuring it is part of the planning process for a PR effort can make the difference between an effective campaign and one that fails to deliver.

It might be the last month of 2020, but that’s not slowing big-time fast-food marketing campaigns. If anything, it might ignite chains’ last gasp for relevance, and, of course, sales, before the year comes to a close. Just in the past week we’ve seen an emergence of some fun and unique campaigns that many consumers may still be talking about as the calendar turns to 2021. McDonald’s, KFC, Chipotle and others continue to stretch the boundaries of branding genius. 

While many businesses are accustomed to working virtually, essential workers have remained on site during the pandemic. In pre-coronavirus times, internal messaging routinely thanked staff, celebrated victories, updated employees and bolstered morale. During the past nine months, the volume of such messaging has risen significantly.

A veteran and PR pro looks at the similarities between working in military affairs and civilian operations. The common bond, he writes, is that people are the most important asset. On this Veterans Day, he urges Americans to practice positive PR and honor the nation’s greatest asset.

While the election showcased a deeply-divided nation, president-elect Joe Biden’s acceptance speech Saturday called for unity and healing. He set a precedent with the tone and content of his speech, acknowledging battles affecting every citizen across the nation. Bringing people together seems to be a systematic goal for the incoming administration. Letting people know out loud was one way to adhere to that promise.

Tonight’s vice-presidential debate is a chance to revive civil discourse and democracy. In addition, it will offer an opportunity (missed last week) for the debaters to present solid messages and discuss policy prescriptions. A group of PR pros and several others discuss debate tactics and strategies.

The high cost of national disasters showcases the importance of communication, and being able to get citizens information prior to and during a disaster. Organizations are taking advantage of National Preparedness Month to do just that, and provide families with necessary content to catalyze preparation.