The Secret Formula of Communication 2020 by Diplomacy&Commerce magazine

THE SECRET FORMULA OF COMMUNICATION 2020

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FORMULA OF COMMUNICATION

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COM M E N T

WITH COMMUNICATION AGAINST THE CORONAVIRUS

THE PURPOSE OF COMMUNICATION D UŠA N STO JA KOV I Ć President of the Serbian Public Relations Society (DSOJ)

Let communication become our medicine both in treating the coronavirus and human limitations. Let's move on! ommunication! An integral part of our lives at all times. Like the drug, in the right doses, applied in the right way, it can very successfully heal, soothe and have a beneficial effect. On the other hand, in the hands of the ignorant, vain and unskilled people, communication can scare, hurt and poi-

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son. All in all, we have to communicate, over and over again. Just as our ancestors did from the moment they "discovered" communication, and through all the phases of interaction from the first manifestations of life, through the emergence of the Homo sapiens, to all known epochs of human development.

Communication is used to announce and apply our purpose to life in the world that surrounds us

It is absurd that today, in the age of hypothetical temporary global stagnation, caused mostly by the COVID-19 pandemic, when logical communication should be at its peak, - both stylistically and technologically, we forget what its essence and purpose are. And we are also communicating increasingly less and increasingly worse. Should that be the case? Somehow, we are losing power or just forgetting how to show the world what is bothering us. Communication is used to announce and apply our purpose to life in the world that surrounds us. We love communicating. We are born, grow, develop and become (better) people thanks to it. At least that's how it should be. We are taking our first steps with it. We are taking the right steps with it. We are conquering the world - socializing, learning, researching… At this point, you are probably asking yourself what is the problem then?! The problem lies in us - our fears, doubts, stage freight, fears, weaknesses, wrong goals, ide-

as and aspirations which all make us wrong creators and users of communication, which becomes a kind of sedative for everything that bothers us or a dangerous shortcut for what may not belong to us.

IF IT WEREN'T FOR COMMUNICATION... Let's go back to the beginning of the story. We first heard about COVID-19 late last year thanks to communication, although we didn't really have to find out the meaning of this medical term. We learned about the COVID contagion thanks to communication, mostly digital one. We know everything about the coronavirus victims in China and the strict measures of isolation, or the situation in Italy, or the situation anywhere in the world thanks to communication. Communication was also used when the pandemic escalated in Serbia. Communication locked us in our houses, made us work remotely, told us how to behave, how and where to wear a mask and another million details. Communication also scared and enraged us. And

it made us laugh. And so on. But, again, what is the problem then? Being locked away into our microworlds, we somehow locked communication as well. We have forgotten that communication is medicine for our souls and the only engine that drives the whole world. Bad communication is like a bad heart muscle, which no longer pumps with the same strength, so some thoughts easily escape to the place where they shouldn't - into the depths of our mind, fears, dilemmas – instead of us communicating about everything; especially about those things that worry or scare us. And there are a lot of them today - health, finances, future… Everything is easier when it is shared. Again, thanks to communication. That's why it was invented.

COMMUNICATION THERAPY AGAINST CORONA If we take into account that communication warns us of danger, gives us guidelines on how to reduce risks and how to be safer and preserve health, as well as where to turn if we notice any

Being locked away into our microworlds, we somehow locked communication as well. We have forgotten that communication is medicine for our souls and the only engine that drives the whole world

suspicious symptoms - then communication can be considered a cure. It’s communication therapy against corona. And everyone should apply this therapy regularly and without hesitation. But, here again, we only scratched the surface, because health is not only physical. It is mental, spiritual and social. And for these segments of health, we prescribe therapy and prevention based on the best examples of communication, which are presented by the best PR campaigns and projects submitted for the 2020 Serbian Public Relations Society Award.

BEFORE AND AFTER Communication existed even before COVID-19 and it will exist after. We must not forget that communication must not stop because, in that case, the world would stop too. Let communication become our medicine both in treating the coronavirus and human limitations. Let's move on! Find out what marked communication in Serbia in 2019/20 and learn from the best in practice. The 2020 Award is soon on the air!

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FORMULA OF COMMUNICATION

ADVERTISERS HAVE TO BE GOOD HOSTS

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Businesses will have to possess a skill of fast adaptation and apply innovation in their business plans C O R P O R AT E

Photo: Andjela Grozdanić

ZO RA N BA RA NAC Business Director of Nova Communications

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n Nova Communications, the measure of success, both in working with clients and running campaigns, implies a whole spectrum of relationships that are created around marketing.

What has already changed and what is about to change in the world of communications? — New technologies are the new eyes with which we look at the world around us. This is just the beginning of a future that will change with the development of AI, and that will shape both marketing and communications in general. Therefore, marketing will move towards increasingly bigger personalization. A good slogan for everyone will replace combinations of messages intended for a certain area, group, generation, environment… Marketing and the customer will have an increasingly personal relationship - an individual algorithm created from personal data that will progressively change today's advertisers’ understanding of the emotion that "grabs" the consumer. Counting “clicks" will be accompanied by even more serious analysis, interpretation and use of data. Nonetheless, I think that the importance of a human being will not be diminished by technological development. The three "I's" will continue to be key: Idea, Information, Initiative. Crisis leadership is important, as is effective communication with clients, teams, the community ... What is the most important in this and how did you communicate it? — The client is not and must not be treated as just a number, a set of banknotes and an Excel spreadsheet. The client bona fide entrusts part of their capital to you to manage and you must be a good host. A good host must recognize desires, intentions, and goals. There has to be at-

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tention to detail, simple and logical explanations, good advice or creating a new idea of how an ad can find its way to a consumer or better position a product. You are both an advisor and a consultant. You can't sell nothing for something or view a client through the filter of campaign money and unjustly expect him to understand and know nothing. Although we are living in the era of "numbers", this is also a time of measurable trust, respect and performance. That is why the client has chosen you and if you are a good host, you you’re your guests back. The COVID period brought special sensitivity and uncertainty to business. From the beginning, we have been nurturing a new mutual closeness and care, in order to travel together with the client through crisis and uncertainty. We adjusted the campaigns, content and dynamics, and made projections together. We have strengthened our mutual relationship by shielding business and a successful perspective from fear and losses. Television and TV advertising are expected to weather this storm. What do you think will be the future course of the advertising market? — The conclusion that the Internet will make television history was rash. The exponential growth of digital has not killed television, just as radio has not stopped newspapers from coming out, nor has TV destroyed radio and newspapers. After the first tide of changes in media platforms, the audience has returned to traditional media, which in the meantime, have been transforming and adapting. Radio is like Spotify for cars today, a hardcopy version of a good newspaper article is read while sipping on a coffee, and you don’t have to sit in front of your TV waiting for your favourite series to start but rather the series waits for you to watch it whenever you want. Advertising will therefore follow the future process of personalization of TV content, products and users. Television has begun to take advantage of the Internet. Content is now marketed on all available platforms and therefore cre-

ates greater marketing opportunities in different target groups. Television is successfully following the change of the traditional family gathering around the TV set. That ritual now lives in a new form. You choose your time. Although, I believe that sometimes we will want to remember a good "vibe" of our favourite series that starts at 8 o’clock. In which way will communication develop during the so-called "new normal"? — The new normal led to advertisers focusing on two strong platforms: TV ads and digital marketing. Phone and TV have become stronger players due to the circumstances of weaker consumer movement as a result of COVID. Phones have become an everyday accessory like wristwatches and watching television has increased drastically, as viewers have stayed mostly at home. The very process of marketing adaptation of companies to new technologies was expedited and those companies that were shyer on the web were pushed into digital transformation. Campaigns have become intense, and many industries have boosted their online sales as well. By combining TV and digital advertising, brands continued to live with the users, and thus kept businesses, that were at risk during COVID, afloat. Bad and good news after COVID-19 - is there a light at the end of the tunnel in 2020? — There is no good or bad news. COVID is persisting. Acceptance and adjustment is the most important task for human beings, as individuals, as well as for community, society and business. I have never been a fan of the phrase "this too shall pass". Now, for the first time, I see the point in that. The virus will deplete itself or the vaccine will deplete the virus. Living and working is a must. The best creative solutions emerge in crises. I would like to see people coming out of this pandemic as better persons.

zoran.baranac@novacomm.rs

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TRANSFORMATION AND ADAPTATION ARE THE KEY

TA M A RA B E KČ I Ć an d M I L E NA AV RA M OV I Ć BJELICA Directors and Co-Founders of Chapter 4

Clients and agencies will continue to find optimal ways to invest in advertising, in order to adapt to business goals and contribute to sales growth

bout what will happen after Covid-19, the future of communication industry, new technologies, new ways of communication and the growth of e-commerce, we spoke with Tamara Bekčić and Milena Avramović-Bjelica, Directors and Co-Founders of Chapter 4, best PR agency in Serbia in 2020 (in the category of small end medium size agencies, according to the professional jury of the Serbian PR Association).

The impact of Covid-19 is likely to vary significantly between different industry subsectors: the event industry is in huge decline, TV is holding, print and online so and so. What will advertising look like in the coming period?

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MAB: In the pandemic, people's behavior changed, especially during the two months of the pandemic, so all forms of communication changed "overnight". As people mostly sat at home, it did not make sense for advertisers to continue with OOH advertising, but they adapted to consumer behavior and redirected budgets to advertising on digital channels, streaming, social networks, e-commerce… It is certain that digital advertising is going to continue to grow, as does e-commerce, so clients and agencies will continue to find optimal ways to invest in advertising, in order to adapt to business goals and contribute to sales growth. Certainly, the strategic flexibility regarding the choice of media to carry advertising campaigns will be even more pronounced in the future period.

The strategic flexibility regarding the choice of media to carry advertising campaigns will be even more pronounced in the future period

TB: I think that most of the communication sub-sectors is returning to normal flows and continues to implement the plans with certain changes mentioned by Milena. Events are most affected some are canceled, others are converted to different formats, some are more resistant, yet with reduced volume and with all precautionary measures that greatly affect the concept and visibility, and of course, much has been completely transferred to online platforms. In general, a large number of communication activities has been adapted to suit the situation and pandemic-influenced plans have been re-evaluated. However, from our point of view and Chapter 4 clients, there were no major delays. We found ways to adjust our activities in a timely manner. Here, PR people have a great advantage because they have already acquired a crisis way of thinking and acting. The crisis seems to have led to the flourishing of new technologies, new ways of communication, the growth of e-commerce… What else and to what extent will change in communications? MAB: Covid-19 has made a huge impact on our entire lives, professionally and personally, and has caused a huge shift in the way we communicate with each other. If someone did not under-

stand the phrase "digital transformation" that had been used for years, now they certainly do, because we have all lived through it 24/7 in the past few months. Looking beyond this incredibly rapid change of channels we use to communicate, there is also a noticeable shift in the way business leaders talk to their employees, customers, investors and the wider community. Through constant video calls, we have literally entered each others` personal lives and that transparency led us all to be more authentic in communication, with more empathy… We have also become more accessible than usual, which everyone greatly appreciated and I`m inclined to think that this type of communication will be appreciated onwards, too. TB: Technology had been here for a while, but the Covid crisis led to much wider use and activation of even those who had not been inclined to it. Many changes of this kind are very good, but the process of getting used to and fully adapting to new tools and channels is also necessary. Presentation skills for example - online and offline they are very different. There is a need for even greater shortening of textual forms, due to the widespread information overload. This leads to an even more pronounced need for key messages to target the very essence, in an attractive and highly ethical way. Visual and video content (short forms) have an undiminished effect, with the pandemic emphasizing the need to highlight the emotional support that companies and brands can apply and encourage positive change. Solidarity has gained additional visibility and importance.

We still don't know what the new normality is, but until we find out, will there be a change in the creation of strategies, in the development of tools, budgets, forecasts? Medium- and longterm planning is going down in history, because we will all have to react quickly and in a short time. How will it be planned in the future? TB: Strategic planning is getting more complicated. I wouldn’t say it all comes down to short-term planning. Context and the bigger picture are very important, and so are analytics, forecasting and monitoring. It is important that we expect changes and be prepared to reduce or avoid negative impacts. I can also say that we were lucky because our industry certainly is not nearly affected as, for example, tourism and catering. However, it is to be expected that we will feel the real impact next year, when the consequences are likely to affect all market participants and the entire economy. With this in mind, it is important for us to anticipate possible business scenarios and, as before, try to provide strong support to clients and their business through communication.

Companies, institutions, consumers - they have all gone through different phases and changes. How to build trust between the Brand and the Consumer in today's circumstances when fear is the dominant emotion? TB: That is right. Numerous phases and changes… in just one year, more precisely - half a year. Fear of uncertainty has resulted in changes on a personal and professional level - as Mile-

Will this situation also affect the change of design and message with which they will communicate with consumers in the future? MAB: Sure, we have already talked about the fact that people are now more sensitive due to various uncertainties, fears, that the attention of the average consumer is very small with and without Covid-19… and it is necessary to adjust messages through all communica-

AGENCY OF THE YEAR

tion channels, especially depending on where users are located and through which channels they are reached. In the age of digital misinformation, users must be able to trust the sources of their information. Digital communication channels must take advantage of and upgrade the foundations created in real relationships. It is a serious challenge for all of us, from all spheres of communication, that the message sent by a brand or company are created and dispersed so that they reach every consumer. Because, despite the significant increase in the use of digital channels, there are certain groups that for various reasons and beliefs, social economic, religious… are still not yet users of digital channels.

na said, less movement, (even) higher consumption of online content, evaluation and re-evaluation of everything. It is as if a pandemic is teaching us to accept change faster and faster, to be flexible and to adapt. There is also the inevitable issue of innovation and investment. Brands and companies that see and seize opportunities during the crisis can become even better and even more important to consumers, thus having a better chance of survival and value growth.

Our creativity, knowledge and experience are extremely important in communication, and this will be even more prominent

Finally, I would like to add that the recent Serbian PR awards were awarded by the expert jury from various fields of communications, under the support of the only national professional association - the Serbian Public Relations Society. This is to show how many creative and amazing people we have in our profession and how fantastic campaigns they have developed

Digital communication channels must take advantage and upgrade the foundations created in real relationships Bad and good news after Covid-19: is there light at the end of the tunnel in 2020? TB: I think a lot depends on ourselves, whether and how we will continue to plan, monitor the situation, act and react. If someone had told us what we would go through and what we would succeed in this year, we probably wouldn't have believed it ourselves. We have the ideas and the strength to make them come to life. A pandemic, unfortunately, can last. The light at the end of the tunnel for us means showing and proving an essential partnership with the business sector and persevering in strategic planning, creativity with both, innovations and adjustments to seize the moment. MAB: Always. A crisis is always an opportunity and a new beginning. It seems to me that Tamara`s and my most frequently mentioned words are - transformation and adaptation. And they are most important because they reflect readiness of companies, brands and people to change and find new ways and channels of communication with their target groups. Our creativity, knowledge and experience are extremely important in communication, and this will be even more prominent.

and implemented despite the circumstances. We are especially proud of the fact that this year our agency, Chapter 4, has been awarded as the Agency of the Year in the category of small and medium agencies, which represents great honor for the whole agency team and an additional motive for all of us to keep our eyes on that light and the future.

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FORMULA OF COMMUNICATION

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CHANGES IN ALL SEGMENTS

Understanding the client's needs in today's world has become a real strategic necessity of any company that offers a service or product

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mployer branding will become increasingly important in the "new reality". It is of the utmost importance to set up good systems. The rules relating to doing business are changing and by having a strategic approach in this segment, we are creating a new and better business culture that represents the real strength of the company which will be recognized tomorrow as a desirable employer.

Digital transformation of business is the number one topic today. To what extent will companies have to turn to digitalization and adapt their business to the digital revolution? — I believe that companies no longer have the luxury of thinking about the extent to which they will be digitally transformed. Rather, the question that should be on their minds is whether they have started to transform their business in line with digital changes or not. And, if not, what are they waiting for? Digital transformation is a process that inevitably takes place all over the world and if we are late to board that train, I am afraid that the same destiny that befell BlackBerry awaits us (remember, BlackBerry was once No.1, but it could not cope with the technological revolution of smartphones and very quickly fell into oblivion). Digital transformation of business should not boil down solely to its application. It is a real change because it is one of the prerequisites for the survival of companies in the global market while radically changing business processes and applying completely new business models, including changing the way employees work.

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COVID-19 appears to have caused an increase in the importance of empathy. Is it now more than ever necessary to understand client needs? — Understanding the client's needs in today's world has become a real strategic necessity of any company that offers a service or product, which is essential for companies remaining competitive. The situation we found ourselves in due to the COVID-19 pandemic has naturally highlighted the importance of empathy in that segment, but I honestly believe that without an ability to see and understand the real needs of our clients, we cannot provide the right professional service. We, at V + O Communication, as one of the leading communications consultancies in Southeast Europe, uniquely approach each client and accordingly create a strategy, solutions and services that give clients a superior advantage over the competition. By showing empathy in everything we do and by giving honest and professional advice to our clients, we prove that there is a good reason why we are where we are, thus justifying the trust that our clients put in us, year-on-year. Companies are increasingly viewed from the aspect of a desirable employer. Has employer branding become even more important in this new context? — Companies often see employer branding as simplistic; as a way to position themselves well with current and potential employees, and/or as a way to influence what people say about them as employers. However, employer branding today represents a real

J E L E NA S I M I Ć MILOJEVIĆ Client Service Director, V+O Communication Serbia

By showing empathy in everything we do and by giving honest and professional advice to our clients, we prove that there is a good reason why we are where we are

need that enables the company to develop a dialogue with employees and initiate strategic changes. V+O's experience with employer branding strategies tells us that effectively dealing with changes and unexpected conditions has become an almost constant requirement for companies in recent years. Therefore, we have been successfully defining strategic approaches and support our clients with achieving their goals. Many companies have become aware of the real value of employer branding during the COVID-19 pandemic because the importance of strategic communication is especially evident in times of crisis. Some of them benefitted greatly from investing in this segment, because thanks to such an approach, they saved their company from an even bigger crisis. In which direction will the communications market develop? What will change and what novelties are we going to see? — The communications market is one of perhaps the fastest-changing markets out there that quickly adapt to current global trends. Consequently, the global crisis that befell us during the COVID-19 pandemic is creating that kind of new reality. It is futile to give any estimates at this time because the outcome of the pandemic is still not visible. Until then, what we know for sure is that only those companies that know how and can adapt quickly will survive, i.e. those companies which know how to remain true to themselves and maintain the high quality of their services in rapid changes of trends.

THE TRUTH IS THE MOST IMPORTANT AT ANY TIME

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Additionally, the future will and already demands proactivity and responsiveness from the communicators e can say for sure communication with the consumers, media and public in general will never be the same after 2020. Finding the right channel to communicate to your consumer using tailormade messages for the specific target group will still be an imperative of communication in the future.

It is estimated that the advertising industry will return to normal only in the second quarter of 2022. How do you assess the current market situation and what are your forecasts? — Having worked in a corporation and knowing the way corporate communicators think, plan and budget, I think it is more likely that advertising budgets, and therefore communication budgets as well, will fully unfreeze in H2 2021. I believe most of the commercial entities perceive 2020 as a year that has been eaten by locusts in terms of planned novelties, launches and profit. On the other side, we can say this was the year of the people – saving people’s lives, jobs, incomes and helping those less fortunate. We can say this year was the year of employer branding unlike any year before. As it was the year of online communication platforms and delivery services. Will this situation affect the change of design and message with which it will be communicated in the future? — “Stay safe” is the global slogan of 2020 and basically the whole world economy embraced it. Physical distance, protective face masks, hand sanitation – all became a part of everyone’s new mindset. Worldwide communicators, as well. So-

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M O N I KA N OV I Č I Ć

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Client Service Director, V+O Communication Serbia

called “new reality” is not so new anymore. Taking care of ourselves and others became and will be the main communication course. All other messages will be knitted for at least another 9 months. After that we can expect return of the messages which we encountered before the pandemic. Hopefully.

We can say pandemic and self-isolation contributed to TikTok becoming the dominate social network in Q2 2020 and still is

It has been said that the pandemic contributed to the rapid transformation. Will some communication channels undergo their transformation and will some new ones appear? — We can say for sure communication with the consumers, media and public in general will never be the same after 2020. I think offline events “suffered” the most. Both on a global level and in V+O Communication, event management went 95% online. At the beginning of the pandemic everyone assumed that that industry is dying. However, as the time went by, it transformed as no other communication tool in past decade. It almost became a new shiny tool everyone wanted to try and own. Suddenly, every panel and conference were on Zoom, WebinarJam, GoToWebinar or some other online platform. On the other side, having most or all employees work from home changed internal communication a lot - the way of communication with employees, the way meetings are held, the tone of voice.

One gets the impression that the HR and PR departments worked as one as never before. One more place saw changes. Social networks. We can say pandemic and self-isolation contributed to TikTok becoming the dominate social network in Q2 2020 and still is. People needed fun, humour and different connection with others and this platform gave them exactly that. Now we can see a lot of global companies embracing this communication channel which is quite cruel to non-authenticity and therefore very challenging to communicators. No copy/ paste communication can be used here. You need to be witty and genuine in order for TikTok algorithm to recognize you and their audience to accept your product or service. What will be the key to communication in the future? — We in V+O Communication believe that the key to communication at any time is the truth. Additionally, the future will and already demands proactivity and responsiveness from the communicators. “Packaging” of the messages will be important, as well. Finding the right channel to communicate to your consumer using tailormade messages for the specific target group will still be an imperative of communication in the future.

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FORMULA OF COMMUNICATION

TEAMWORK AND STRONG INTERNAL COMMUNICATION COME FIRST

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In a year in which a large number of companies faced serious challenges, Mlekoprodukt has managed to remain an example of quality and responsible business

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C O R P O R AT E

large family of employees, from production to distribution, has used the advantages of digital communications to ensure uninterrupted functioning and constant availability of products, even when personal contacts have been reduced, to ensure that products always reach consumers.

What was the biggest challenge for your company after the outbreak of the COVID-19 virus? — Our team of employees, business partners and our loyal consumers always come first. We view them as one big family, where everyone knows that they will never be left in the lurch. We have firmly decided to be a point of support and we have succeeded in that. We sent a clear message to everyone in our surroundings that even in difficult times, they can count on our company. We simply did not dare to stop and allow any of the "family members" to feel unsafe, especially our consumers, because everything we do, we do for them. The first challenges during the epidemic related to ensuring the unhindered purchase of milk from dairy farmers, because we cannot leave our subcontractors alone and without support. Our employees are real heroes as they performed all of their work tasks continuously. Together with our team, we have quickly switched to digital communication via social networks and our company platforms, as well as through

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B O JA NA M O M Č I L OV Communication and CSR Manager at Mlekoprodukt

We support everything that promotes true values and that directly contributes to local wellbeing and development

announcements and bulletin boards. It was imperative to reduce live contacts, as well as to keep employees informed of the latest decisions and protocols. Were you involved in helping the community during the pandemic and in what way? — At Mlekoprodukt, we believe that success is not only measured by good business results, but also by the level of responsibility towards the society in which we operate and of which we are a part. Our environment deserves to be taken care of. We support everything that promotes true values and that directly contributes to local well-being and development. In this regard, in the fight against the COVID-19 pandemic, with our health workers and the city of Zrenjanin in mind, and we donated a device that boosts sampling process, as well as expedites the processing time for corona tests to the Institute of Public Health from Zrenjanin, guided by the idea that we are all stronger together in the fight against this very dangerous virus.

The Biser Nutri Academy is one of your ongoing projects. What is the main motive behind this project and how did the coronavirus pandemic affect its implementation? — The Biser Nutri Academy is just one segment in which we apply the principle of socially responsible business, and on which the entire business philosophy of Mlekoprodukt and the Savencia Fromage & Dairy is based. We started this project aware of the fact that, according to the latest research, every fifth adult and every twentieth child in Serbia are overweight, which leads to the conclusion that improper nutrition of children has become a serious social problem. Our global strategic social responsibility initiative called Oxygene is currently being implemented in more than 120 countries, and one part of it is raising awareness and educating children, parents and school staff about the importance of proper nutrition in a child's development. Mlekoprodukt contributes to the resolution of this problem. At the first online conference of the Biser Nutri Academy, parents and other conference participants had the opportunity to get better acquainted with the principles of healthy nutrition of children and how to choose, organize and prepare healthy meals for their little ones. We talked about this topic both from expert and layman's point of view, intending to send the right message in an interesting way. The reactions of the participants were great which shows us that we are on the right path. Therefore, Mlekoprodukt will continue with the Biser Nutri Academy which activities are mainly aimed at children who are our future.

NEW AGE BRINGS GREATER SOLIDARITY

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The community seeks security, solidarity and campaigns aimed at improving the world, and thus our lives. New and useful information and education are also part of the new communication C O R P O R AT E

espite the crisis that has befallen us, our approach has not changed - development, creativity, new technologies and personalization are what will continue to decide who is competitive in the market. The global trend shows that trust and openness remain the most important values, but that the new age also brings greater solidarity.

The crisis has greatly changed the approach and the way clients communicate. How much has it influenced your strategic approach to each client? — Almost immediately, our industry found itself experiencing a "new reality". After the introduction of the state of emergency in Serbia, as well as in the region, the consumption of TV content increased to 20%, and visits to websites to as much as 60%. At the same time, advertising dropped and planned marketing campaigns were stopped or postponed. Also, the importance of crisis communication and socially responsible business came to the fore, which became mandatory for every serious company. As such, we immediately joined numerous campaigns, started working from home, and to educate the general public, we published recommendations on our website on how to behave during the state of emergency and make good use of that period. What will change in the relationship with clients, as well as in the relationship between clients and their customers and the community? — The implementation of measures, such as keeping physical distance and limiting the number of people per square metre, has already changed com-

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A L E K SA N D RA KOŽ U L Communication Director External, Internal and Digital, Novaston Marketing Consultancy Novaston platform

Communication and marketing are adapting to the new reality not only in terms of content but also in the form in which that content will be packaged

munication, not only in private lives but also in doing business. Online sales have erupted, employees spend less time in offices, distance learning is increasingly used... Digital content is already an indispensable part of our reality and adequate communication channels must be found while marketing campaigns have to be adjusted. In addition to fast and timely communication, messages of empathy, togetherness and responsibility are still important to send. Any promotion of selfish interests or abuse for profit leads to loss of reputation and failure of both brands and companies. The community seeks security, solidarity and campaigns aimed at improving the world, and thus our lives. This is, of course, difficult without having passion, vision and development, so new and useful information and education are also part of the new communication. Is our market ready for the changes that are happening all around us and how can we achieve synergy between marketing activities and sales, on the one hand, and new customer needs, on the other? — Severe economic consequences are already being felt globally, but there are also examples that some brands have even profited during this period. The only difference is how much they understood the importance of direct communication with consumers, were flexible and changed plans and business models according to the new circumstances. Successful brands have continued to

launch new products and services, tailored to customer needs, while still guaranteeing their safety and quality. Communication and marketing are adapting to the new reality not only in terms of content but also in the form in which that content will be packaged. Numerous analyses have shown that in times of crisis, marketing budgets should not be reduced, but rather used well. Classic advertising campaigns and promotions with discounts contribute to sales growth in the short term. On the other hand, brands that provide consumers with a good experience and a sense of connection through shopping and fast and two-way communication will have a satisfied and loyal consumer even in difficult times. Fortunately, there are such examples in Serbia too. How will the projects be implemented now that the pandemic seems to have calmed down and what are your plans for the next period in terms of business expansion? — We were not idle and we used this time to assess our market position, as well as to launch new projects and establish new collaborations. Our platform works precisely so that it can respond to challenges and be equally successful in various segments, from real estate management, project management and technical maintenance to marketing. Also, we are continuing to develop these services in the segments of business space and logistics sector, both in the domestic market and the region.

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FORMULA OF COMMUNICATION

THERE ARE NO LIMITS TO QUALITY COMMUNICATION

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Investing in the bakery business, the Lesaffre Company through its products has been present in the Serbian market for more than two decades C O R P O R AT E READ THIS ON WEB

esaffre company as a primarily B2B oriented company invest a great effort in customer relationship. Communication, trust and respect are the three main axes that we are following through our business model. Having in mind current circumstances due to COVID, it is definitely a challenge to keep this orientation toward our partners and key clients. This means that we hade to look for the right and new models to stay in constant contact with industrial bakery segment, craft bakeries and key stakeholders we make business with. Although digital is not a primary and preferred communication channel for our target group, we put a strong effort to support clients and to stay in contact this way.

To what extent has Lesaffre in Serbia adapted to the new circumstances when it comes to B2B communication with customers? — In B2B business, keeping constant contact with customers and continue providing support is the key to success. Given that our company adheres the protection measures prescribed by law and the recommendations of our Group, we had to change our market approach in terms of communication. We did not hold events and seminars or have gatherings with customers at which we usually share experiences and knowledge and, of course, build relationships. That is why we used the new

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situation to maintain our contact with partners at any cost, primarily through digital communication channels. The event we organized in mid-September is the best proof that even in the current conditions, you can organize a quality event, exchange experiences and have a good time. We are especially glad that the guests were delighted with the idea to meet, at least in this way, which is unusual for all of us. Now that we have mastered this as well, we realize that there are no limits to quality communication as anything is possible. What was the reason for the event you held recently at the Crowne Plaza Hotel? — We wanted to assemble the winners of the last Pekarijada competition and the members of the jury, to exchange opinions and prepare for the next event. We put together a unique hybrid online event. Since the event was supposed to take place in early March, we have already prepared and adapted everything we had planned to the new situation, because the guests watched the event from their homes, via the Zoom application. Of course, while adhering all prevention measures at the gathering in the outdoor area of the Crowne Plaza Hotel, we hired professional hosts who moderated the programme, had very professional technical support staff in terms of lighting and we had cameras to film the event from the air and make the whole programme look like

M I L E NA O B RA D OV I Ć Marketing Manager at Lesaffre RS for Serbia Oriental & Central Europe Zone

The event we organized in mid-September is the best proof that even in the current conditions, you can organize a quality event, exchange experiences and have a good time

an outdoor TV show. Our three colleagues from the company were the host’s event, while the other colleagues watched the event remotely, together with other guests. On the same day, the guests were treated to a home delivery service so they didn’t have to leave the comfort of their homes and got personalized gifts that were their framed photos and a plaque with their names. We exchanged experiences and on that occasion received useful suggestions for the next competitions. The event’s participants had the opportunity to test the new Lesaffre products that were home-delivered to them in a package and got to assess the quality of the products in an online survey during the event. An artist who performed on the electric violin during the break was a special treat. What impressions do you take from the event? Did you get any useful tips that you can use for the next Pekarijada? — The Lesaffre Company is immensely proud of Pekarijada, its longevity and all the participants who made it possible for our modest project to grow into a prestigious event. For years, we have been choosing the best bakeries in Serbia while trying to improve the professional standards in baking. The observations of the participants, who relay to use their experiences first-hand and give valuable advice, are of great importance to us. We value other people's opinions, and we are professionals who pay equal attention to praise and criticism. We want to do everything in our power to raise this lovely event to an even higher level.

SECRETS TO SURVIVE THE RECESSION: THE CHANEL CASE Shift your focus. Crises can be great opportunities for the prepared minds C O R P O R AT E

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e spoke with Tony Lux who is the CEO and founder of the company of the same name, inventor of Marketing Luxury Goods the French Way. After a decade of studying the French luxury brands, he does teach and consult on how to grow businesses using French Way secrets. As a Diplomacy & Commerce reader, Tony is offering you a complimentary resource to make your next big idea successful. Visit www.tonylux.com/gift to claim it now.

What is the biggest business communication mistake you noticed during the pandemics? — In any market, having a strong brand is more important than the short-term sales. Unfortunately, many brands have decided to reduce their prices to boost sales. Sure, you could make more money short-term with a promotion. But long-term, it weakens the brand. You will never see a 50% discount on a Rolex simply because Rolex is a powerful brand. And powerful brands do not need discounts... During emergency times, we often make similar emotional decisions instead of data driven decisions. We sacrifice long-term gratification (a strong brand) for short-term benefits (immediate sales). Yet, data shows how powerful it is to stick to one long-term core message no matter what. That is how Montblanc became so strong and famous, by focusing their communication on their “writing instruments” concept. Only decades later on did they expand

their brand. The best things always need time, including brand building. Many economists are predicting a massive economic crisis. Which marketing philosophy do you recommend to stay profitable during uncertain times? — Shift your focus. Crises can be great opportunities for the prepared minds. At the beginning of the Great Depression, the legendary Coco Chanel saw her industry dangerously exposed. Paul Poiret, her biggest competitor, was forced to close his fashion house hit by the stock market crash and depression. What would have you done? Instead of slowing down, Chanel created perhaps her boldest exposition her first and only high jewellery collection. To reduce the costs, she made a deal with the Universal Alliance of Diamond Workers. The stones would be provided by the Alliance, reducing her risk to (almost) zero. Her genius was to understand the long-term consequences of such an event on her brand. Being featured in famous magazines, newspapers and interviews all around the world would be much more valuable than just selling more items that day. Her plan worked. She got free massive publicity. The international press, eager for news in a time of rare product launches, talked about it. It built even more what would become the Chanel legacy. Do you think that digitization, which has accelerated during the crisis, is going to change consumer habits as well as brand communication? — Yes and no. Of course, we recent-

TO N Y LU X CEO of Tony Lux, Marketing Luxury Goods the French Way

Words can lose their exact meaning when translated, but powerful symbols are universal

ly saw how practical and valuable it is to be able to order groceries, essential items or even books and clothes online - especially during lockdowns. However, when it comes to brand communication, buyers are humans, online or offline. Therefore, all psychologically based laws of marketing are universal. Well… as long as we are selling to humans and not robots! A brand is a brand. Take any powerful brand today: Coca-Cola, Apple, Tesla… What do they have in common? Their brand has the same identity online and offline. The biggest issue is not digitalization. It allowed brands to become global, international brands. Borders do not exist online. Because of that, the challenge for this century is the language issue. To make sure your brand identity can be understood in many languages, all around the world. One sure way to do it is to use visual symbols instead of words. Words can lose their exact meaning when translated, but powerful symbols are universal. How do you see the future of business and marketing post-pandemic? Will the offline business world be replaced? — When the TV appeared people said the radio is going to die. When the digital books appeared people said the book industry is going to die. However both industries are still standing. Moreover, digitalization can`t replace the closeness of personal meetings. I believe the future of marketing belongs to those able to simplify the buying process using technology (online) and increase the quality of the relationship (offline) because the best bounds are made in person. If you do that, you have the best of both worlds. Technology should not replace humanity, but support it.

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I FOUNDED RAZOR ON A TIDE OF ENTHUSIASM

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Enthusiasm is contagious and when it’s wellfounded it is easily accepted among associates and clients. It often multiplies the real strengths of business processes, which enables faster scaling and progress. It was on such a tide and with such an emotion that I founded Razor - and I still enjoy that ride to this day

C O R P O R AT E

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V U K M I R KOV I Ć

e spoke with Vuk Mirković about founding Razor Communications eighteen years ago, when he was only 21 years old. Through years of work, he gained international experience and reputation, improving his skills and knowledge while constantly running ahead of time. It is worth mentioning that he participated in the Obama-Biden presidential campaign in 2008, has worked for Philip Zepter, and was a project manager at the World Bank, MasterCard, Eircom and many other Fortune 500 companies. Over the past decade, he started or invested in more than ten businesses from his Irish HQ including Razor, TailorFin, Delicent, Parkeyz, BlockChain Reactor, Luedu, DCI… All of these businesses have a digital component and significantly influence the digitalization of various industries. He is also the co-founder of the Serbian-Irish Chamber of Commerce and its Secretary-General.

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At a time when Razor is celebrating its first 18 years, we would like to ask you what was the beginning like? How did a 21-year-old come up with the idea to start his own business? — Every beginning is difficult, so they say. The launch of Razor, on the contrary, evokes enthusiasm and beautiful emotions in my memory, a ‘song and dance’ emotion, so to speak. That certainly has to do with age, youth, as well as with being ignorant of business reality. Somehow, my business started growing and it swiftly started occupying my attention, time and energy. I believe that starting a business, especially in a nascent niche, is easier when you have no idea what you are dealing with. Realistically speaking, I had no idea what doing business and running a company required and implied. I did not make particularly thoughtful or calculated decisions but was guided by sporting ideals and childish insolence. The aforementioned enthusiasm

Executive Director, Razor Communications

Growing up, these eighteen years until we reached ‘adulthood’, Razor witnessed major changes in the business and social order, often in a crisis environment

is contagious and when it’s well-founded it is easily accepted among associates and clients. It often multiplies the real strengths of business processes, which enables faster scaling and progress. It was on such a tide and with such an emotion that I founded Razor - and I still enjoy that ride to this day. Business growth is what every business owner wants and is committed to achieving. How did Razor develop? — Growth and development are a challenge for every organization or organism; prior to that, there should be a quality mix of knowledge, experience, ideas and happiness in place. Managing changes inevitably requires changes in oneself: improvements on a personal level for the benefit of the collective. The winners are the ones who adjust the fastest to long-term projections while being flexible enough to iterate those adjustments. The input parameters of long-term projections thus do not have to be perfect or completely correct. They will often be wrong, but they must be sufficient to create a momentum that will lead the organization in the desired direction. There are often situations that require a change of direction, and the quality of the response

to that change is definitely measured by the speed of reaction – more quick changes are better than fewer delayed, forced changes. What was the turning point in the development of the company and you personally? — The company’s incorporation in the EU, i.e. in the Republic of Ireland, more than a decade ago, was an important moment in my career and the company’s history which was a result of curiosity and desire to improve, but most of all, of the re-examination of one's own values. This incorporation is some-

thing that changes the perspective and opens up various possibilities, namely the possibility of working with the best and competing with the most innovative companies. It puts you on a map and draws a path you can take. How much does your sports (water polo) career help you run a business? — Working in a team is close to playing a team sport - you just have to insist

ABOUT VUK

on everyone (the game participants) to contribute in the part where they are the best. Balance in the team guarantees the team’s satisfaction, while good results come from the quality of the engagement of the weakest link. I have always tried to surround myself with such a team where I will be the weakest link because being aware of my own qualities/shortcomings can compensate for the team’s. How did your company cope during this crisis and do global changes affect your business? If they do, in what way? — Growing up, these eighteen years

There are often situations that require a change of direction, and the quality of the response to that change is definitely measured by the speed of reaction

until we reached ‘adulthood’, Razor witnessed major changes in the business and social order, often in a crisis environment. A crisis is certainly the best catalyst for change, and such situations always create new opportunities and release new solutions to existing or caused challenges. The speed of adapting to changes will be decisive in business in the coming period; it will be the definition of success. Large-scale cri-

Vuk Mirković is the founder and director of Razor Communications. He was born in Belgrade in 1981, where he attended elementary and high school. He studied industrial design at the Polytechnic Academy. In his youth, he played water polo in the senior team of VK Crvena Zvezda. Today, he plays for the

ses will recur in the future, and when they do, they and the assumption of rapid change should be embraced and implanted in the mentality, in the system setting, if you will. What can we learn from the Irish and what can they learn from us? — At the start of the internationalization of business and incorporation outside Serbia, I analyzed several options with my consultants: Switzerland, Cyprus and Ireland. In short, the choice fell on Ireland because of the English language, the euro as the official currency, the fact that it is the first destination for US capital on its way to Europe and the existence of a business ecosystem surrounding IT / technology. Later, I realized how many historical and social similarities the two cultures have. They share close values on which the culture of tradition is based. The good lessons lie in the courage and determination of the Irish to bring about or adapt to change. They persevered in the 1980s in their effort to reform their society and break free of political corruption and institutionalized crime, thus creating the prerequisites for a progressive society which they are today. About ten years ago, as one of the countries hit hardest by the global financial crisis, Ireland silently and peacefully entered the reconfiguration of its own economy and financial system, empowering those sectors that had prospects, while distancing themselves from losers and failed business models. They were dedicated, persistent, devoid of populism and big words. They quickly got back on their feet and regained their earlier position on the world map. It is through my engagement at the ISCC (the Irish-Serbian Chamber of Commerce) that I want to promote positive examples from the Republic of Ireland that should serve our society as a guide, a good example and a lesson on how to improve. Realistically speaking, we have nothing to offer Ireland except sunny weather, rakija and beautiful women. Come to think of it, that’s more than enough which is why business meetings in Serbia are a prerequisite for cooperation and the basis of a business relationship.

first team of the veteran water polo club ‘Belgrade’. Restless in spirit and very enterprising, after graduating high school, he started working as a salesman, and, guided by the vision of having a 360-degree-agency, he founded Razor when he was 21 years old.

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EMPATHY HAS TAKEN A NEW DIMENSION We can safely say that the changes are visible and here to stay for the foreseeable future READ THIS ON WEB

C O R P O R AT E

ooking at the behavior both worldwide and small, domestic brands, we saw a lot of fast adaptation and change of campaigns. We also saw a lot social conciseness in communication. Keeping on the track of awareness, listening and responding will certainly keep the good relationships of brands/companies and their stakeholders – both internal and external.

What will the development and communication of brands look like in the conditions of the "new normality" and what will change the most? — Big crises often lead to permanent changes, we call them the ‘new normal’ now. Economic, social, political, and cultural spheres are redefined in times of difficulty, In the case of COVID-19, we have already begun to see significant changes—which may or may not become permanent—in diverse sectors such as remote work, e-commerce and delivery, travel, consumerism. It will be interesting to see what will stay and what will return to the ‘old normal’. Communicators are experiencing a pattern shift, with increased levels of engagement, connectivity, activism and, above all, a higher valuation on transparency when building reputations. We have to look at several factor and as communicators – we have to engage and listen to our public.

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How to respond to the new needs of the market and consumers, which have changed permanently and how to find a balance in communication? — We have witnessed in the development of social media and digital communications that the market and our public can engage in a two way conversation. Listening was always the key factor to communication, so I would say the answer lies in that fact- we have to listen before we can speak. Modeling our messages and communication to what we hear and what the market needs. To find the fine line of not overdoing it, observing the effect of our actions will give us perspective of how much we actually need to communicate without being intrusive, without exaggeration. Empathy and understanding have taken a new dimension in today’s communication and are of key importance to our business. Or any business. What changes in brand communication has the crisis led to and how has it will affected companies to make a turn in their performance? — The presence of brands and companies if taking into considerations all factors and change in the future should be in response to the need of the markets and target groups. However, the values and goals should be clearly communicated and implemented in all brand and corporate activities. The authen-

ticity and truth of a brand is what will be most important. N E V E NA KU RTOV I Ć Director, Fusion communications

In this “Era of Truth,” consistency and genuine engagement must remain a key part of our communication strategy

What has the situation shown, are the brands vulnerable and has the trust been broken? — I would not say that there was a breach in brand trust. Looking at the behavior both worldwide and small, domestic brands, we saw a lot of fast adaptation, change of campaigns, we also saw a lot social conciseness in communication. Keeping on the track of awareness, listening and responding will certainly keep the good relationships of brands/companies and their stakeholders – both internal and external. In today’s age, cancel culture has become wildly spread and happens overnight. You have to be careful what you say, where you say it and to whom you say it. Taking into consideration everything I mentioned above, you can strengthen your relations with your community and continue growing and communicating your brand. You can not fake the truth. What are your forecasts, how the communications market will look like in 2021? — In this “Era of Truth,” consistency and genuine engagement must remain a key part of our communication strategy. Much more than before the communication of both brand and corporate segments will be important and crucial.

THE QUALITY IS IMPORTANT FOR THE SUCCESS OF THE BRAND

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We are sure that this is one of the reasons why our customers remained faithful to us during this period C O R P O R AT E

uick reaction to new circumstances, willingness to easily adapt and transform due to any market change or customer habit, with the use of technology is the key for success. MOL Serbia has responded well to all challenges, we have worked every day to provide customers with the best possible service and we believe that we will emerge from the crisis even stronger.

How do you see the development of brands in the future in the "new normal"? How do brands survive and adapt to the situation? — Research conducted in the past few months has shown that customers are more cautious, that they value quality and brands that are committed to the same socially responsible goals that are important to them. Despite the crisis and uncertainty, we tried to help the local community in which we operate. In cooperation with the Serbian Philanthropic Forum and UNICEF, we have realized assistance to medical institutions in Serbia in the amount of about 16,000 euros. Also, we continue cooperation with Road Traffic Safety Agency and provide free online education for parent drivers on proper installment of child safety seats as continuation of “Games are for children, children lives are not a game”. The crisis has confirmed that a quality product is important for the success of the brand. At MOL Serbia, we offer our customers MOL EVO fuels of high quality and all the research we have conducted has shown us that they are perceived that way. We are sure that this is one of the reasons why our customers remained faithful to us during this period.

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J E L E NA Z L ATA N OV I Ć Corporate Marketing and Communication Expert at MOL Serbia

We have followed the trends, but also listened to the comments and suggestions of customers because that is the only right way to respond to the new needs of the market

How to respond to the new needs of the market and consumers, which have changed permanently? — The online store had a full swing in the previous period, but in order to sell fuel, the customer must come to the station. That is why, I emphasize once again, it is important that the customer believes in the quality of the product. On the other hand, we have followed the trends, but also listened to the comments and suggestions of customers because that is the only right way to respond to the new needs of the market. As MOL Serbia service stations are not only places where you can refuel, but also have a coffee or make a basic purchase, we have started cooperation with Donesi platform. Today in Belgrade, Novi Sad, Kragujevac, Pancevo and Nis, you can order coffee, some of the products from Fresh Corner or Shop online through Donesi website or application. Which communication channels were particularly in focus during the pandemic and how did you adjust communication with consumers / clients? — Even before the pandemic, our focus was on the communication with customers at the service stations. Our employees have various types of training on this topic. A smile, a nice word, a host approach is something that our customers are used to at service stations. During the previous months, it was important for us that our employees and customers know that MOL care about them, and that was the most im-

portant communication message. "MOL care" is not just another slogan, but we try to show it with our actions - from the attitude towards employees, the attitude of our employees towards customers to all preventive measures we take such as more frequent disinfection of all surfaces, installation of flexi barriers at service stations, etc. We have used digital communication channels much more. Our team at the service stations, Depot and in the HQ is our greatest strength and we have paid special attention to internal communication. What awaits us in the future? Bad and good news after Covid-19: is there a light at the end of the tunnel in 2020? — Covid -19 has changed our view of life, our priorities, allowed us to spend more time with family and do the things we love. I honestly couldn’t say that 2020 brought only bad things into our lives, both privately and professionally. Thanks to Covid, we have accelerated development processes, got a better view of our businesses and set our priorities better. The use of technology and online communication platforms has opened new vistas and will surely change the settings and thinking of companies about processes and ways of working in the future. Also, it is evident that brands have focused more on customers / service users, we listened to each other more, and we all united together in order to help us emerge victorious from the struggle with the whole situation.

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5 CONSUMER BEHAVIOR TRENDS FOR 2021

TRENDS

1. INCREASED EMPHASIS ON HEALTH AND SAFETY

Consumers are not only purchasing more health-related products, like hand sanitizer and immunity boosters, but they are also more likely to purchase from a brand that they perceive to be safe and minimize unnecessary risk. A recent Consumer Index Report by Ernst & Young reports that 26% of consumers surveyed prefer brands and products they trust to be safe and minimize unnecessary risks. Fifty-seven percent say they now pay more attention to how healthy the products they buy are for them. PRO TIP: Communicate how you are prioritizing the health and safety of your staff and consumers. Consider less of the soft and cuddly and more of the “this is what we’re doing.”

The novel coronavirus has changed everything for businesses and their customers. Here are some of the trends that have grown out of the pandemic that will be with us into next year he pandemic made two things very clear for PR professionals. First, a strong communications strategy and crisis communication plan are key for not only staying afloat, but also coming out of the pandemic in a stronger position. Second, it is crucial to embrace the power of the pivot. Leaders and PR professionals who are nimble and able to adapt to fast-changing trends in the marketplace are in a better position to overcome adversity and come out stronger post-recession. As communications pros, the power of the pivot hinges on

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understanding our consumer. PR professionals must take these trends into consideration as they continue to navigate COVID-19 and begin crafting their strategies for 2021. These five consumer trends are not only here to stay, but they completely change how we do business. If you can incorporate these trends into your communications strategies, you will not only earn the trust and loyalty of your target consumer, but you will help the brand or business you work for continue to grow and thrive through—and beyond—COVID-19.

This is not the time to go silent. People are looking to you for leadership and support

2. VALUE BASED SPENDING

COVID-19 and the Black Lives Matter Movement have increased value-based spending in the U.S. Consumers not only want to purchase goods and services locally or from Black-owned businesses, but also want to buy from brands that align with their values. The same Ernst & Young survey shows that 59% of surveyed consumers are likely to shop more locally in the long term. In ad-

dition, a recent Consumer Index Report by Suzy Consumer Insights shares that 65% of consumers are more likely to support a brand that cares about the same social issues they do. Nearly half of those surveyed are researching and purchasing from Black-owned businesses, and more than half of consumers are wanting brands to stand up for social issues. PRO TIP: Use your reach to be a leader for change. More than words, consumers want action. They want to see what exactly you are doing to drive change in your industry and community. This humanizes your brand and earns good will and trust from your consumers and stakeholders. This is not the time to go silent. People are looking to you for leadership and support.

3. CREATING A HUMAN CONNECTION, ONLINE

Ninety percent of people in the U.S. are spending more time on their devices. We are exercising, socializing, working, shopping, and more—online. It’s not just Gen Z and Millennials anymore; it is all of us. Though digital fatigue is real, there are certain digital experiences that consumers are getting used to, like BOPIS (Buy Online, Pickup in Store). Your website and social channels are now the front door to your brand or business. You should be investing in

FOUR PR TRENDS TO CONSIDER FOR 2021

how you stand out from competitors and improve marketing performance. Technology can help create a personalized shopping experience, like the Fenty example above, as well as better customer service and convenient shopping experiences. Voice-activated ordering and contactless payment options are good examples of this. Make sure you carefully choose how you incorporate technology into your user experience since today’s tech savvy consumer has a lower tolerance for missteps. Make sure you are catering directly to their needs, and provide a high level of service.

e-commerce, virtual events, your online channels and content. This is how consumers are discovering and engaging with brands and businesses today. PRO TIP: The digital experience is now the human experience. Consumers still crave human-to-human connection. How can you create a more personalized, human experience online? Virtual events, authentic content (especially video) and empathy (a lot of empathy).

4. NEW TECH

Shoppers are now open to trying new tech like augmented reality (AR) and virtual reality (VR) to try out their purchase before they commit. Fenty by Rihanna allows consumers to upload a photo of themselves to test out new makeup. Warby Parker has a “virtual try on” option on its app, and IKEA has a new AR app that allows customers to visualize furniture and kitchen designs in their home. The approach is two-fold. It creates a personalized experience for the shopper, and allows them to experience the product outside of a store, where they would normally be able to try the product on. PRO TIP: As communications pros, we need to look for ways to use technology to better connect with our community, and offer the best customer experience possible. Customer service is

5. DRIVEN BY DATA

There is an amazing opportunity to get up close and personal with our customers

1) Short-Form Videos Facebook recently announced its push to try to prioritize videos in their algorithm to promote more “meaningful interactions.” YouTube has also announced its plans for its version of a short-form video platform called Shorts. Taking advantage of these features in their early stages will help you and your organization in the long run. With uncertainty hanging over the future of TikTok, creators are now turning to other short-form video platforms. 2) Podcasts Around 104 million people in the United States listened to at least one podcast in the last month and 54% of those listeners say that they consider buying products or services mentioned in those podcasts. There are a number

Consumers are feeling more comfortable sharing their data if they trust it will be used responsibly. Ernst & Young reports 53% of consumers are happy to make their personal data available if it helps to monitor and track an infection cluster. This trend is lending itself to business opportunities and increased transparency between a brand and consumer. There’s an opportunity for brands and businesses to get to know their customers on a whole new level and personalize offers, promotions, and experiences like never before. PRO TIP: As a marketing and communications leader, you own the consumer/brand relationship within your organization. If customers are more likely to share their personal data, we have a responsibility to make sure we don’t take advantage of their trust, but to also use that information to create a more personal customer experience. This is an amazing opportunity to get up close and personal with our customers. With data and technology, like AI, we can create highly personalized customer experiences with tailored content (like Facebook and Spotify), but also optimize our communications and business strategies to best serve our target customer.

of ways to take advantage of the increasing popularity of podcasts. 3)Social Awareness The influence of the internet can make or break your reputation if you are not careful. Staying informed on what is going on in society and what is trending in your industry can help prevent your business from falling victim to negative press or mentions. 4)Virtual Events & Live Streaming Because of social distancing restrictions and the concern for public health & safety, many industry conferences are being held online now. The future of in-person events is still uncertain, but many PR and communications pros are shifting gears and reallocating their event budgets by hosting virtual events.

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NEW WAYS OF COMMUNICATION WILL BE NECESSARY

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I believe that the strength of a brand is reflected in its behaviour and actions in less than ideal circumstances C O R P O R AT E

K R I ST I NA Č U B R I L O

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Communication Expert, OTP Bank Serbia

t does not matter whether your brand belongs to the financial or some other industry, you need to treat your client or consumer in the right way at the right time.

How can the trust between a brand and consumers be built given the current circumstances? How did you communicate with your clients? — The first thing we asked each other at the Bank when the state of emergency was declared was "How do the clients feel now and how should we respond to their needs?". Accordingly, we devised a strategy that is still in force with the same guiding principles – transparency and timely provision of relevant information where the client expects them. From the very onset of the pandemic, we referred clients to those services and products that they can carry out from their homes: paying bills via m-banking or e-banking, obtaining cash loan via mCash service, sending money to their loved ones using the P2P option, chatting with online banker, insurance, etc. It is in such situations that the relationship with clients grows strong, while trust is built and boosted. It does not matter whether your brand belongs to the financial or some other industry, you need to treat your client or consumer in the right way at the right time.

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We still don't know what the so-called new normal is, but it is definitely here. How will the communication develop during the new normal? — Communications have shown all their potential and power in this crisis. They showed us how, where and how much we can communicate. They erased the differences between online and offline environments, ensured that we continue to operate smoothly, nurture our brand and present new successes to the public, as well as products that will make everyday life easier for clients in these circumstances. The phase of adapting to changes has passed, and I believe that we will be introduced to certain new tools, for which it will be important to choose the right content and create it authentically and usefully. Over 170 applicants sent their entries for the Generator competition. What does working on such project look like during the crisis? How did you communicate with the competition participants? — Entrepreneurship and innovation are our two basic pillars of corporate social responsibility and the basis for the Generator project that has been launched almost four years ago. We originally planned for this year's event to be organized a little later and cover a different topic, but the pandemic took us

Our priority is for the client to feel safe and secure in these unpredictable times

in a different direction. We re-focused Generator Gamechanger to support digital projects (be it a ready-made solution or an idea that tends to grow into a website, an application, a platform) that can help small and medium-sized businesses overcome the crisis. After the jury selected ten semi-finalists whom we promoted in the classic media and social networks, we picked two winners won one million dinars each, awards from our partners and the continuation of media promotion. Communication with the participants, delivery of their solutions and ideas, the judging process and announcing the winners, i.e. the implementation of the whole project, took place completely online, which was quite challenging and required effort and constant commitment of our marketing and communications team. However, considering that we function and approach the work as a team, such projects only bring us new experiences and give us satisfaction in everything we do. To what extent will companies have to turn to digitalization and new ways of communication? — Everything we have learned in the new normal needs to be applied and upgraded. Digitalization is our present and the sooner we incorporate it into every segment of our business, the faster we will achieve greater prosperity and development. On the other hand, adaptation, acceptance and good management of new ways of communication will be necessary, but all of that will open new doors for us and allow us to keep pace with the developed countries.

THE SECRET FORMULA OF COMMUNICATION 2020