How should companies in the Republic of Moldova communicate in 2021 in order to adapt to new realities24 Noiembrie, 2020
Reviewing and adapting digital interaction rules, building trust and social responsibility campaigns are some of the main aspects of communication in the new global context. These issues have been addressed in the webinar "Communication management in the context of the COVID-19 pandemic", organized on November 24, 2020, by the Investment Agency in partnership with the International Cooperation Agency of Germany (GIZ). The purpose of the event was to provide useful information and recommendations from investors and experts on adjusting internal and external communication processes, to businesses that have started adapting institutional processes to new realities. The webinar took place in the context in which the Investment Agency assumed the role of guiding the business community in the Republic of Moldova in this complex adaptation process. Rodica Verbeniuc, General Director, Investment Agency: “Against the pandemic background, lifestyle and work have changed radically, people have reset their buying process values and principles and any brand has had to reinvent itself by adapting messages and strategies according to what they want and what consumers expect.
Thus, communication is a management challenge, involving reactive, strategic and prompt reaction using digital communication as a future alternative. For these reasons, the webinar invites us to reflect on both internal and external communication, and to debate on how to prepare for public communication in 2021. "The COVID-19 pandemic has created a concept called "work from anywhere", which has positive and negative aspects. On the one hand, it lowers employers' labor costs and gives employees task performing flexibility. On the other hand, it causes psychological discomfort, time management difficulties, and also the impossibility of protecting employers' data.
Carolina Parcalab, Legal Manager, ACI Partners: “I believe that internal policies, employment contracts, governing body regulations and privacy policies need to be reviewed and adapted to the new digital reality. The consumer must be fully and correctly informed, he must agree to receive commercial messages and have his personal data processed. The trader must respect consumers rights and take all the measures to protect personal data. " According to a global analysis conducted by WGSN in 2020, purchasing decisions will be influenced by consumer values and priorities: financial anxiety, health care, safety concerns, truth-seeking and loneliness syndrome. In this context, companies must offer well-being, comfort and safety, cohesion, trust and value.
Ludmila Gurău, co-founder, QUBO Communications: “Brands can operate harmoniously by developing sustainable corporate, environmental and social governance strategies. Companies developing consumers attracting strategies on their own platforms will be appreciated, direct and personalized human content will be appreciated, to the detriment of the corporate one, bidirectional communication will increase, like a constructive dialogue. Thus, flexible, dynamic brands that follow international trends will strengthen their image and find their place in the list of consumer preferences. " International companies have quickly adapted to the new context and continue to work on the safety of both employees and consumers, strengthening communication, transparency and trust.
Ludmila Andronic, Director of Corporate Affairs, Efes Vitanta Moldova Brewery: “We were the first company In the Republic of Moldova to announce restrictions due to the pandemic. The first step was to establish general rules for the whole group. It was a little easier for us to switch to digital communication, because until then we were already doing online meetings. From the point of view of commercial communication, our campaigns took place more in the virtual environment, and the digital experience was one in which we learned what the brand's notoriety and credibility mean in times of crisis. Thus, we are convinced that there is no need to shout about your offers, and if you have a good reputation, people will trust your brand.”
"Communication management in the context of the COVID-19 pandemic" is the fifth event in a series of events dedicated to investors and economic agents in the Republic of Moldova, in order to adapt more easily to the new reality. Questions and suggestions on crisis communication can be left on the platforms of the Investment Agency - a reliable investors partner in Moldova. To watch the recording of the webinar, visit the official Facebook page of Invest Moldova.