During the pandemic, companies had to develop a strategic plan in order to take care about the health of their employees, and at the same time they had to prepared themselves and do everything in their power to maintain the financial stability in the company. What was it that kept them safe? The companies realized that it was necessary to develop external communication strategies to maintain their image and reputation impeccable. And thanks to this strategies be able to convey their message to the audience in the best possible way.
These communication practices have to be celebrated, because not everyone has the ability to work in the middle of a crisis, be creative and in addition to all this challenges above, be effectives about the communication messages they want to send to the audience. That is why Orbex Media in alliance with NotiPress have developing a ranking of "The 500 companies with the best communication practices in Mexico during COVID -19.”
Many things evolved because of the pandemic, one of them was communications, because, this isn´t longer done as we did before, today, people who are in charge of this area in the companies must take special care when structuring the communication strategies that will be followed in order to send the correct messages and that this messages are not misinterpreted or launched on the wrong platforms that interfere with the reception efficiency.
In order to evaluate the effectiveness with which companies dealt with the obstacle of the pandemic, points that are considered success factors for corporate communication must be taken into account, such as;
- Technological elements; how companies were able to move effectively to platforms that allowed them to continue with their tasks remotely while maintaining the same or even increasing the performance of the people that make up the business community?
- Relationship with traditional media; what was said about the company in the media? what was the message they sent, was it positive or negative? Presence in the press was extremely important in the crisis, because in this way the public image of the company would be maintained.
- Brand and image design; at this point, the shape of the company is evaluated, was the message it transmitted coherent with its business values? It must be remembered that something essential in the development of a company's image and branding is to be consistent with what the company does and says. If the audience does not perceive you real, it will be very difficult to maintain a good reputation.
- Digital performance; how is your digital fingerprint? Did it increase, decrease, stagnate? Nowadays our first impression is in the social networks, if the management of a company's social networks is not effective it will be a very important weak point that we must have to repair.
- Organizational reputation; how is the reputation of the company perceived? What do others say about the company?
If we look closely, we can realize that the sum of all these elements translates into the possibility of increasing the positioning and reputation of a company in order to fight whit the crisis, or maintaining it, which is that many companies in the country had to do.
Among the most relevant results in the ranking, it was possible to observe that; 9.13% of companies used digital tools efficiently at the time to optimize communication during the pandemic. 16.27% made use of tools in an acceptable way, as 74.6% of the brands managed with organizational communication deficiencies.
Regarding the perception of companies, only 12% managed to generate an excellent perception, while 82.2% generated an unfavorable brand perception, and… how did the brands connect with the audience in relation to their presence in the media? The results of the ranking show us that 20.13% of the companies connected effectively with the audience and 65.27% did so poorly.
As you notice, this ranking explores how different companies were able to communicate efficiently their response to the crisis and how they were able to executed clear communication strategies to keep their image and reputation intact. The list includes companies such as; Grupo Bimbo, The Home Depot México, Grupo Financiero BBVA, Iberdrola México, among others.
The changes that we have experienced in recent years are a lot, we have witnessed a before and after in human life. But something that was also very marked throughout this time of pandemic was how we are able to adapt and transform ourselves, it is very important to realize that change means evolution and it was exactly what these companies did when they found a unique way to cope to COVID-19.
* If you want to know more about the ranking, you must go to this site and dowland it for free: Ranking Orbex Media
