Seven Communications Strategies For CEOs In 2021

For more than half of 2020, much of the world was focused on remaining isolated except for online interaction. After a few months, it began to feel like a sci-fi movie where we were left on a remote planet only to communicate over radio waves. In this environment, companies that swiftly changed their sales and marketing approaches thrived while others remained befuddled and scrambling to take typical tactics and force them online.

How many times did you RSVP for an online event that sounded engaging and educational only for it to fall short due to too-formal agendas and weak content? It was painful to watch. As a knee-jerk reaction to support sales teams, many marketers simply transferred in-person networking events online. It was a struggle for many sales teams to attend online events that were usually in-person networking opportunities to convert introductions into sales. It was even more painful to see event planners trying to get sponsors comfortable with the spending to support online events only for them to get banner mentions and logos on agendas rather than branded networking luncheons. For many, the ROI wasn’t adding up, and frustrations on both sides became apparent quickly.

A few months made a world of difference when we began to see companies creating elegant online experiences, like National Geographic did with the premiere of Barkskins. The rethinking of the immersive experience brought forth tremendous creativity and reach when done well.

Online events were just the tip of the iceberg of communications transitions that felt like a mixed bag of hastily crafted experiments in 2020. As I spoke with CEOs and CMOs in the last six months, I identified what I believe will be the key communications strategies that company leaders will need to employ in 2021.

A crisis and issue plan is no longer just nice to have. I believe companies of all sizes are waking up to the fact that they need an issue, crisis and reputation risk management plan. One only needs to look at examples like the recent SolarWinds hack to recognize that a problem can swiftly blossom into a full-blown crisis. The process itself will reveal your weaknesses. Don’t skip this in 2021.

The world is watching. If you are a company that didn’t stack up on the diversity promise, or promised to make changes, what will you do to show this effort and walk the walk in 2021? This needs to be a companywide initiative, and leaders need to be honest about benchmarking where they are today. I think Anne Wojcicki, CEO of 23 And Me, did a great job on CNBC in June 2020 of talking to the press about how she reflected on how her company stacks up and found that it’s indeed part of the problem. She set goals and has her company on track toward change. By being open and honest about where the company is lacking, she has demonstrated how it’s on the path to change.

Assume nothing about your target audiences. 2021 is the time to measure your brand strength. It’s also a time to reconnect with target communities and meet your customers where they are today. Brands that aren’t finding new ways to establish authentic connections with their customers, employees and community will be left in the dust in 2021.

“Sustainability,” “environmentally concerned” and “eco-friendly” are words to live by in 2021 — what are you doing as a business that puts you in this circle in a measurable and meaningful way? A study by IBM and the National Retail Federation revealed that when it comes to making buying decisions, many consumers are prioritizing brands that value sustainability and are transparent about it. Brands that demonstrate their commitment to these values will encourage purchases and consumer loyalty.

With many employees separated from each other, companies need to rethink communications styles and support a sense of belonging. Generic memos from the company to employees won’t cut it. CEOs need to invest in plans to communicate more often. This will be true as companies evolve their work-from-home and new office-environment policies in 2021. I predict that video memos will increase in 2021. This level of communication will likely start at the top but evolve at the second-tier management level and scale across companies.

Your geographic reach and impact will be an essential part of company culture and can help you establish brand and employee loyalty. Consider involving a geopolitical analyst in strategy and awareness to help you demonstrate global awareness in your decision making.

Consider smart ways to design, measure and evaluate philanthropy efforts to connect employee and company values in 2021. Being a good corporate citizen says a lot about the leadership and values of a company. Employees increasingly want to work at companies where they can confidently say the company is doing good things for the community and even giving employees the opportunity to participate in those efforts.

The big question CEOs should be asking is: “What is my company doing to make things better in the community?” If you’re coming up short, then it’s time to reassess and take meaningful action.

I won’t sugarcoat this: I think companies need to invest more in creative strategies and tactics supporting smarter communications and marketing in 2021. Building out measurable internal and external communications plans will help you make sure that you have a pulse on these critical connections. Polling audiences and making sure the process incorporates feedback means a greater chance of success. You’d do well to lean into empathy and understanding while channeling insights back to direct reports, encouraging celebrating achievements along the journey. The pandemic took marketing budgets online in mega ways, but 2021 will be the year when companies will stand out in new ways by reimagining and nurturing the customer journey, the employer-employee connection and the brand reputation.