8 December 2020 0 Comments

Media use: trends in Stakeholders’ communications

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


media use, stakeholders communications during pandemic, How to maximise media during pandemicWhen it comes to media use with regards to stakeholders? communications, we all know life and society keep evolving. The pandemic is changing a lot of communications formats we are used to. People and brands are used to working at home. This is trend is likely to continue for a while as the second wave of the pandemic is moving strongly across the western world.

Many are suggesting life will become ?normal? around third quarters of 2021. All is still about forecasting, no one is sure. Africa seems to be enjoying less of the effects of the virus but that does not in any way say the continent is totally free.

The effects of the pandemic require a level of creativity, innovation and very engaging means of staying in touch with brand stakeholders. Many useful and highly effective means of communications are now being experimented. The fact is, getting the best will require real knowledge and proper understanding of the needs of multi-various brand?s stakeholder. No method will be a total ?fix-it-all?. There will be need for moderation, adaptation and involvement of the stakeholder to get the best value in today?s world.

There has been increased support in the use of digital media tools as physical distancing continue to be the rule of the game. Despite this, tracking and monitoring effectiveness of performance will still be in high demand. This is to enssure time, financial resources invested are not just a mere waste.

What should brands, organizations be doing?

Automation may be a good deal: While human to human interaction tools like phones and emails will continue to be in good demand, automation will be useful giving the fact that many employees now work work from home.

Focus or prioritise service quality: The more competitive edge an organization has, the more it must maintain service quality. This should translate also into speed. More than ever before, many are becoming impatient with brands/organizations with chaotic and lack of adequate attention to speed. There is an urgent need to look through service processes and eliminate or minimise anything that can compromise both speed and quality

Build knowledge capacity of the staff: Applied knowledge and information will continue to be the secret of the game. Organizations should not see investment in building staff knowledge as a waste especially where they must learn to work independently and take decisions on the goal.

Keep an eye on what works: Days of mass-bullet approach are gone for good. Wisdom demands that overtime, media and communications managers should know what works. Beyond just working, its effectiveness and verifiable higher returns on investment must be ascertained. Professionals should not be sentimental in this age. Unusual attachment to a tool which is delivering below expectation should be jettisoned without any sympathy.

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