Communications in a pandemic.

Genevieve Brannigan, Director

"When you’re faced with a communications challenge, keep it simple. Good ideas and creativity always speak for themselves."

CC Director Genevieve Brannigan

My team and I recently sent out an eDM reflecting on CC’s adaptive communications approach in response to the pandemic. In sharing our record client results over the past 18 months through this adaptive model, I was prompted to reflect on the value of communications during the pandemic more generally. 

As we were collating client results and their recent coverage, it really became clear that the pandemic has been a catalyst for change far beyond the PR and media landscape. It has forced all businesses, including ours, to devise new and more effective ways of operating.

Our main focus hasn’t been devising new ways to ensure our clients stand out in a challenging climate. Rather, we have been committed to supporting them in operating as though it were business as usual.

'Yeah'', 2013 Jon Campbell, Melbourne Art Fair
Phoenix Central Park, Victorian AIA award winner

Does communications really have a place in a pandemic world?’

When a business is struggling to make ends meet in the current climate, what role does communications play? 

As CC’s Director, these are some of the questions I have been asked over the past 18 months. 

Most people think communications services would be the first thing to go when a business is reassessing its expenditure model. 

However, if our client results are anything to go by, those who have invested more resources into a targeted, adaptive model have grown their media presence, achieved their revised communications objectives, and reached more audiences than ever before.

When we started to realise just how far-reaching the effects of the pandemic would be on many of CC’s focus sectors, my team and I sat down to consider what we needed to change in our approach to continue achieving the best results for our clients.

CC has always been an integrated communications agency. The pandemic has demonstrated the importance of our ability to maximise digital platforms and initiatives to achieve the same, if not better, outcomes than in-person experiences for our clients. 

Increased social media coverage
Tier 1 client media coverage
'Authentically Australian' campaign, Schiavello

Our solution?

When you’re faced with a communications challenge, keep it simple, good ideas and creativity always speak for themselves.

For years we have been pursuing a digital-focussed communications approach that still effectively utilises traditional and social media with our clients, and this approach has been key to our clients’ continued growth and presence in the media over the past 18 months. 

These record results for CC’s client have come from our understanding that the best communications solution is never ‘one size fits all’. Every one of our team members, from account executives to our editors, have put their heads together to effectively devise tailored and creative solutions for each of our clients. 

This process has seen us achieve strategic communications outcomes that are authentic to not only our client and their values, but also to CC’s company values, demonstrating our ongoing commitment to excellence and integrity. 

The adaptive communications model means taking the initiative to go the extra mile for your clients, especially in difficult times when they might not be expecting it. This is the time to scour your wider network, and actively source new speaking, presenting and profiling opportunities for clients. 

No matter what the global climate dictates, a good dose of creativity will also help you stand out. Our agile approach has allowed us to pivot in-person events to immersive digital experiences for our clients that have resulted in record engagement numbers.

When many businesses are looking for ways to take shortcuts in seeking easy coverage opportunities, we continue proactively pitching news of our clients’ latest initiatives, projects and achievements to top-tier titles. We understand the current media landscape is competitive, and this makes our client placements and cut-through all the more significant. 

The clients who have bravely embraced digital solutions and pivoted their business and communications models, are the clients who have been rewarded with high attendance levels at events, increased engagement on social media, and refreshing new campaigns with vast global reach. 

While I’m pleased to share the recent success of our clients, I’m equally inspired by my team, who have remained focussed and diligent, supporting each other in creating new ways of connecting our clients with the wider community. They have not only maximised their output during the pandemic, but have embraced the uncertainty of the unknown, and used it as a springboard for new creative possibilities. 

If the pandemic has taught us anything at CC, it’s to think bigger, aim higher, and exceed all expectations in the value we can offer clients through our work.