#134: PR advice in a pandemic, what even is marketing right now, live video resources, a call for creatives, and recovery tools

Mar 28, 2020

How you doing? You OK?

Somehow, it's still March.

Last night I was looking back on emails and social posts from just a month ago. I was gearing up for a multi-city roadshow to film content for the documentary.

Like every other marketer, I had plans in the works for WEEKS as I set up events to discuss femvertising during Women's History Month -- one of the most egregious times of year for pandering.

And, like all marketers, that plan was wiped clean. Every city, every event, every venue, kaput.

Welp. If you have the headspace, join me 3/31 for a virtual version of this talk (+ new content about pandering during a pandemic.)

Tuesday at 2pm ET. Add to your calendar here. Fee, available to all, LIVE on LinkedIn.

This week, in the world's best newsletter:

1. PR in a pandemic
2. What Even is Marketing During the Coronavirus?
3. UN global call for creatives
4. It's still women's history month... two articles
5. The re-emergence of live video
6. Quote of the week: You are not a commercial (+ tools for recovery)

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1. PR in a pandemic

Yesterday I interviewed Katelyn Holbrook, SVP and Managing Director of V2 Communications as part of my live socialcast series, Exceptional Truths.

I asked her what PR in a pandemic should look like.

We also share examples of brands deploying thoughtful and creative comms plans during this time. Watch the full convo here, or grab the 9 takeaways here.

2. What Even is Marketing During the Coronavirus?

I'm wary of any posts about marketing right now that claim to have this all completely figured out.

We are living in unprecedented times.

But here's where I've landed: Now more than ever is a chance for brands to operate with action, not just lip service. The risk of pandering during a pandemic is enormous.

I wrote my POV on this evolving issue yesterday, and included 15 examples of companies combining action (competence) with intent (ethics).

Give it a read?

I also spoke with the amazing Mackenzie Newcomb and Evy Lyons from Traackr for their mini-series "The Fast Traack." Watch our episode "Pandering to the Pandemic."

3. UN global call for creatives

The UN issued a global call to creatives to help spread the word about response best practices, seeking help “translating critical public health messages into different languages, different cultures, communities and platforms, reaching everyone, everywhere”.

Read the full brief here.

Thank you Beth Rossi for sharing this with me!

4. It's still women's history month... two articles

And that means still a month in which many brands signal support for women to gain public trust while embodying the opposite.

This week, I have a new article published with Traackr "Trend Lightly: Feminism is Not a Commodity" and was featured in a great and very thorough piece by Alicia Esposito in Retail TouchPoints "International Women’s Day Messaging: Avoid A Backlash Against ‘Pinkwashing’ And Pandering."

Thanks to both for the opportunity to continue to share this important message!

5. The re-emergence of live video

Wednesday morning this week I gave a keynote planned as of last fall.

But, rather than being together in a rented venue, attendees were home with headsets and I was in my home office with three screens and good lighting.

Kudos to Kaitlyn and Chris and everyone at TriComB2B who understood that while we couldn't be together in person for this annual gathering, the need for professional connection has never been more acute.

Attendees raved about the format, hosted on Bluejeans, and I was grateful for the chance to talk about earning trust with marketing - a topic that's also become more important than ever.

The experience illustrates an important fact right now:

As we go remote, we need to reconnect.

It's one reason I'm so excited about the real-time nature of live video on social media.

I've been doing live interviews in a socialcast series "Exceptional Truths" and the engagement is consistently outstanding.

Why? Brian Solis says in a new article:

During a pandemic, when you’re asked to stay home for a long period of time, it’s only natural that humanity would find ways to come together...

Now, live social video is making a great comeback, surging as a top digital hub for bringing remote, anxious, lonely, and hopeful people together.

Facebook, Instagram, Youtube, LinkedIn, and Twitter live have become the new communal giving humans an opportunity to escape, engage with one another and feel a sense of living, even if just for a moment.

I'm having many conversations with brands and firms about deploying live video, and many requests for the software I use. Feel free to reach out (just reply here) I'm happy to have a conversation to share what I've learned, and to partner where it makes sense!

Some quick resources on live socialcasting:

6. Quote of the week: You are not a commercial

You don't have to heal yourself into a neat little story of triumph or success.
Life is messy.
Growth isn't linear.
You are not a commercial.
- Chani Nicholas, author of You Were Born for This

We are all redefining a new normal. Many are rediscovering hobbies (Martine and I took a long walk around the neighborhood yesterday and heard someone practicing trumpet, saw many others gardening. It was lovely.) In this time, be gentle with yourself. Be aware of the anxiety you are likely feeling and the skills you have to move through it.

Note: I recommend this excellent blog from Keely O'Neill "Applying Tools for Recovery in Times of Crisis."

If I can help, please let me know.

Best,
Katie

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Upcoming livestreams:

Brands Pandering in Women's History Month (and a pandemic) feat. me! (Tuesday 3/31 2:00pm ET)
Context Marketing feat. Mathew Sweezy of Salesforce (Tuesday 4/7 2:30pm ET)

Got a pitch for a future episode? Get in touch.

A Newsletter by Katie Martell

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