3 Things We’re Thinking about as We Head to Miami, ComNet 2017

by Shayna Englin and Cynara Lilly

We know the significance of this year’s ComNet backdrop isn’t lost on anyone. Even as we at RALLY pack our bags for some South Beach fun, we’re thinking about how just weeks ago the city was ravaged by the most powerful hurricane the Atlantic’s ever seen and we’re reflecting on how rapidly the world has changed since we all met in Detroit last fall. What are the implications for communicators looking to navigate this upcoming year and years to come? Here are three big truths and trends we’re focusing on as we prepare our clients for 2018:

1. Silence isn’t an option. From Trump and Rocket Man to earthquakes and Colin Kaepernick, the political core of just about everything is at the forefront right now. Conventional wisdom has always told us that brands and companies should steer clear of politics, but today’s realities and consumers are different. From millennials to seniors, people are looking for organizations to be aligned with their core beliefs before they engage — whether that action is purchasing, voting or advocating. For example, 57% of consumers say they are more likely to buy from or boycott a brand because of its stance on an issue. Rapid and thoughtful responses to political and social issues are the required norm for brands — and that is even more true for those of us already in the change space. Everything is political and staying out means being left out — or worse — losing supporters, allies, members, and advocates.
2. You can’t spell communications without digital. Technically you can, but you shouldn’t. The demand for authenticity spills into how people are consuming news and getting information. 43% of millennials rank authenticity over content when consuming news, and 62% say they will be more loyal to brands that engage with them on social media. In order to win, to change hearts and minds or deliver your message, you have to be everywhere people are, which means digital, digital, digital. That means that your communications strategy and your digital strategy can’t be and shouldn’t be separate efforts. We can no longer run communications campaigns in silos with different teams running different tactics. The successful campaigns of 2018 and beyond will be fully integrated top to bottom.
3. We have more responsibility than ever. Did you know that the most trusted brands aren’t actually what we think of as traditional brands? A corporate client looking to make a difference recently commissioned some research, which revealed that while consumers expect brands to be authentic, it’s major nonprofits that they trust when it comes to social issues and behavior change. This means representatives of foundations, non-profits, etc. are more powerful, more trusted and more capable of driving impact than any shoe company, smartphone maker or shampoo brand. For many of us, this feels new — we aren’t used to providing the banner and brand for the work we do. But it is clear that when it comes to social change, our issues need us. It’s time to use the power of reputations and the work we do to drive more change.

While all this change might feel daunting, the reality is that for those of us working in the change space, never has there been a more exciting time. This demand for authenticity, coupled with the power to integrate our communications across multiple platforms, means we can drive meaningful campaigns that lead to meaningful impact. Whether you are headed to Miami for ComNet17 (unfamiliar with Comnet? Check this awesome organization, here) or just thinking about how to navigate our changing world, we look forward to engaging in some conversations about how we can all work together to seize this moment and make a difference.

Shayna Englin and Cynara Lilly are leaders at RALLY, a communication firm that works to influence the way people think about and respond to political and social issues.