11 Dec THE COMMUNICATION TRENDS SET TO DOMINATE 2023
As we head into the first festive season in three years without COVID-19 restrictions, we have been thinking about 2023 and what communications trends we expect will shape the new year. Here are our top five predictions:
- PLAN FOR A CRISIS… AND HOPE YOU DON’T HAVE ONE
Cyberattacks, poor executive behaviour, governance issues and activist shareholders …
While the pandemic didn’t dominate headlines this year, corporate communicators have been busy managing plenty of other issues. It may be difficult to avoid a crisis completely, but the next best thing is to be prepared for one. So, dust off those crisis plans, conduct simulation training and test your executives on some of the worst-case scenarios that might affect your business.
- WALK THE ESG TALK
Increasingly, consumers, regulators and investors expect companies to communicate their sustainability commitment, BUT they’re also expecting organisations to walk the talk when it comes to ESG.
Misleading advertising claims, baseless climate disclosures and empty commitments have contributed to a surge in accusations of greenwashing. Which means we are expecting closer scrutiny of companies’ ESG communications and marketing by all stakeholders, especially the consumer watchdogs. Providing truthful and contextual claims – and rigorous data to support them – will be crucial to win trust from customers and investors.
- DON’T FORGET ABOUT YOUR PEOPLE
With 2023 shaping up to be an economically challenging year, businesses will undoubtedly be focused on the bottom line. However, with the battle for talent still raging across the country and with more geographically scattered workforces, corporations with strong internal communication programs that engage, and nurture talent, will have a better chance of retaining good people.
- GET OUT FROM BEHIND YOUR SCREEN
Teams-ing, Zoom-ing and FaceTime-ing have become familiar communication tools, allowing us to stay connected over the last couple of years. However, we predict 2023 will see the resurgence of face-to-face communications, which, for the most part, is more effective than any other type of communication.
Why? Because 93 per cent of communication is non-verbal. While the camera functions on our computers may be fantastic, we still tend to miss out on important nuances that can only be communicated in person.
So, whether it be investor roadshows, town halls, staff engagements, or media engagements, in-person communication will help build trust and persuade people better than any app (sorry, Microsoft).
- GET PERSONAL
In a world awash with so much information, cutting through is tougher than ever. And with the rapid growth in the number of digital platforms available, there are more commentators and content creators than ever before. So how do you better engage with your stakeholders?
Personalise your communication. While more time-consuming, a more bespoke approach is sure to pay off in the long run.