How much time do you spend today on your gadget searching for news? How many news are you reading about coronavirus? Most – the answer is obvious.
Such coverage of the topic can only be compared with information on climate change … Just two months ago, Greta Tunberg from each iron said that the world is in danger and there is no turning back. The problem of ecology excited the public and government. Business gave birth to creative ideas for saving mankind and was ready to bring it to life …
But the situation has changed rapidly, and today almost half of the information flow, both in the world and in Ukraine, is devoted to COVID-19. An article in the American edition of VOX says that a real-time coronavirus update post tops a popular New York Times page. The Washington Post’s most-read article is an excellent visualization of data on how outbreaks such as coronavirus spread. Meanwhile, the most popular VOX article is an article explaining the symptoms of coronavirus and telling people when they should seek help.
Meanwhile, in Ukraine, according to the Center for Media Analytics “L.B.A.”, the media field is growing rapidly. This means that the news feed is updated 2 times faster, but the time for visual contact with the news on the main page is reduced. Oksana Malichkovich, Director of L.B.A. claims that in Ukraine 43% of the content of all media in March (print and online publications, TV and radio) is coronavirus related information. In the top online resources, the COVID-19 theme is present in 55% of all materials.
We also observe an interesting trend: according to SimilarWeb, traffic to news sites over the past week fell by 1.24%. This means that people began to get tired of such volumes of information.
Is it a good chance for new, non-news media?
Why is it important for a PR man to follow the balance of power and topics in the media? Because the mood of the target audience changes depending on the flow of brand information in the context of a pandemic. For example, part of the information flow is social responsibility, where the business solves urgent tasks of providing the necessary equipment and personal protective equipment to doctors and medical facilities. And this goes into the category of positive news. The rest of the media space in the context of coronavirus is negative. And that is understandable.
“The topic of CSR(corporate social responsibility) has skyrocketed – business has actively joined the fight against the pandemic. And here the media showed a new trend – suddenly writing about CSR projects, manifestos, business initiatives became relevant. Initiatives and business assistance – this is 2% of the media field over the past 14 days, and this is the main news positive in the context of COVID-19 in the Ukrainian media. Previously, the topic of CSR in the company’s media portfolio was from 1 to 3%, in March this is about 17-20%. Over the 15 years of work in monitoring, for the first time I have seen such a dynamics of the CSR theme, ”said Oksana Malichkovich, Director of L.B.A.
The speed of updating information has never been so rapid. Economic crisis, bills, coronavirus …. How to integrate into this stream? How not to look small against the backdrop of such global themes? And do you really need to be in the information field? Communicator’s answer – YES! You need to be in two cases: if you solve important problems at the state level or help in solving them and / or if you carry positive information. Only news and messages with a + sign will help not lose heart of a million quarantines.
One way or another, the world after the pandemic will no longer be the same. We will move tightly into the field of online communications, and many print media will be forced to close. And this is normal. The sphere of online services comes to the forefront, and communications in companies will take on a different shade. The social responsibility of the business brings reputation benefits and communication bonuses. Domestic business is becoming the main character and territory of reliability for all areas in Ukraine. And we, as communicators, need to prioritize and make competent communications using data from professional analytical centers. Regular appeals of CEOs to company employees and an external audience will satisfy the hunger for information and show the business interest in their employees, partners and customers … Now, more than ever, we need contact with the first person, both in business and in the state.