Communications as a Health Imperative: Implications and Lessons from the COVID-19 Era

As Americans continue to confront the realities of racial injustice during an unprecedented global public health crisis, communicators are being called on to bring relevant information to the public. As part of this action, W2O participated in a panel at PRWeek’s Convene event, discussing lessons for the communications industry amid the COVID-19 pandemic and the confrontation of racial injustices in the United States, which undoubtedly go hand in hand.

“Successful crisis communications must take on a level of cultural competence unlike ever before,” said Parris Bowe, Managing Director at EGAMI Group.

During our discussion, we considered communications as the new health imperative. From this, three critical themes emerged:

1. Data can be our most powerful tool in our quest for equity

As health inequities across the world continue to be exposed amid the current pandemic, communicators must ask hard questions, challenge the ways we’ve always communicated, and engage with both purpose and empathy. We have never had access to more information, more sophisticated data, and more tools to help us understand where gaps persist and how we can bridge them. Our industry can use these insights – from social analytics to real-world evidence to public health data – as a force for a new level of visibility and change.

2. Collaboration is the new “innovation”

“One of the silver linings of what’s happening right now is that the lines between competitor and partner are being blurred. Individuals and companies are coming together to see how we can get solutions to people faster,” said Amy Atwood, Head of Communications at Takeda’s Vaccine Business Unit. During this unprecedented time, collaboration is essential for the common good. As communicators, we must look for ways to partner in both conventional and unconventional ways. When we do this and communicate effectively, real innovation is born, enabling us to be a catalyst for change and drive real impact.

3. Relevance (vs. reputation) powers change

I noted, “Our counsel needs to be as dynamic as the environment we are living in.” In today’s world, relevance – the intersection of what the outside world cares about and what companies want to put out into the world – is the price of entry. Relevance is not easy and doesn’t just happen organically. Being relevant starts inside companies and is reflected in their external communications and partnerships with other businesses, which now more than ever need to mix empathy with real action and accountability that is quantifiable. Organizations must work together to figure out how they can adapt, listen and be actively engaged stakeholders offering novel and measurable solutions.

The public is looking to organizations to show how they are striving to make a difference for those affected by both the COVID-19 pandemic and racial injustice in the United States. Communicators have a role to play, and organizations must step up because communications is a health imperative.

See the full take on the panel discussion here. Registration is free but required with a valid email address.

Learn more about W2O via our About or Healthcare pages.

Elyse Margolis
Elyse Margolis

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