What is the definition of a pandemic?

A pandemic is defined as “an epidemic occurring worldwide, or over a very wide area,
crossing international boundaries and usually affecting a large number of people”. The
classical definition includes nothing about population immunity, virology or disease
severity.

By this definition, pandemics can be said to occur annually in each of the temperate
southern and northern hemispheres, given that seasonal epidemics cross international
boundaries and affect a large number of people. However, seasonal epidemics are not
considered pandemics.

The outbreak of coronavirus disease 2019 (COVID-19) has created a global health crisis
that has had a deep impact on the way we perceive our world and our everyday lives. Not
only the rate of contagion and patterns of transmission threatens our sense of agency, but
the safety measures put in place to contain the spread of the virus also require social
distancing by refraining from doing what is inherently human, which is to find solace in the
company of others. Within this context of physical threat, social and physical distancing, as
well as public alarm, what has been (and can be) the role of the different mass media
channels in our lives on individual, social and societal levels?

Mass media have long been recognized as powerful forces shaping how we experience the
world and ourselves. This recognition is accompanied by a growing volume of research, that
closely follows the footsteps of technological transformations (e.g. radio, movies, television,
the internet, mobiles) and the zeitgeist (e.g. cold war, 9/11, climate change) in an attempt to
map mass media major impacts on how we perceive ourselves, both as individuals and
citizens. Are media (broadcast and digital) still able to convey a sense of unity reaching
large audiences, or are messages lost in the noisy crowd of mass self-communication? Do
social media provide solace or grounds for misinformation, (de)humanization, and
discrimination? Can we harness the flexibility and ubiquity of media technologies to
increase the public's adherence to the safety measures suggested by global health
organizations to combat the spread of COVID-19? How can different media industries and
channels for mass communication promote adaptive responses to foster positive health
attitudes and adherence to preventive measures? How media impact the dynamics in the
private domain (e.g. strengthen family bonds versus domestic conflict and violence)?

Within this ample framework of complexity, we welcome research addressing media impact
and its role during the COVID-19 pandemic, in the following subtopics:
• Effective health communication for the adoption of sustainable preventive measures and
curtailing misinformation;
• Public health communication to increase psychological resources and resilience in distinct
age groups and socioeconomic conditions;
• Effective strategies for helping individuals in dealing with social and physical distancing;
• Reduction of stigma, prejudice, discrimination, and inequalities.
Type of articles may include Brief Research Report, Community Case Study, Data Report,
Original Research, Systematic Review.

What role can the media play in managing the COVID-19

outbreak?
 3
VIRAL
INFECTION CONTROL

AUTHORS: MARTHA POWELL, FUTURE SCIENCE GROUP

The WHO announced a ‘mystery pneumonia’ on 31 December 2019. Since then the virus has been identified
(SARS-CoV-2), the disease named (COVID-19), and there has been global spread, with cases identified in 72
countries (as of 3 March 2020) and tens of thousands of people testing positive for the virus.
The media have been following every step of this journey – with multiple stories, incessant headlines and
continuous updates across the past few weeks. Here, I take a look at some of the challenges that have faced
journalists during the COVID-19 outbreak and how the media can play a role in containing COVID-19 and,
potentially, saving lives.

Moving facts

It has been approximately 10 weeks since the COVID-19 outbreak was first reported, and when you compare the
amount known about the virus when it first emerged (nothing!) to the amount known now, including its clinical
progression and the at-risk demographics – it is truly remarkable.

However, this constant barrage of new information, new cases and new advice has been challenging to keep up with.
It not only makes the story difficult to keep up with from a journalist’s perspective, it makes it confusing for anyone
trying to follow the story. A news piece you read one day could be entirely out-of-date by the next morning, and this
has meant there have been many questions from the public surrounding the outbreak and the virus. In addition, as
more information has emerged over the past weeks, experts and public health officials have revised their opinions,
advice and recommendations in line with this, and it has been suggested that these updates have made it hard to
build trust.

In a webinar hosted by representatives from the International Federation of Red Cross and Red Crescent Societies
(Geneva, Switzerland), BBC Media Action (London, UK), Internews (CA, USA) and the WHO it was discussed that
journalists and media organizations should do their utmost to keep up to date with the outbreak using reliable
information from respective health departments and the WHO, and that they should both fact- and reality-check
information in order to remain a trusted source.

“One of the major moving parts in the outbreak is clearly the constantly growing case numbers, but some have
questioned whether the numbers still matter?”
Moreover, one of the major moving parts in the outbreak is clearly the constantly growing case numbers, but some
have questioned whether the numbers still matter? Although the numbers are of interest to the public, it’s also
important to communicate the story behind the numbers, what countries are doing to respond to the disease and what
individuals can do too, ensuring stories have practical and actionable information.

More than a science story

The COVID-19 outbreak is not only far-reaching in terms of cases spreading globally, the disease has now impacted
so many sectors it has become far more than a health and science story, and therefore more than the remit of health
and science journalists.

COVID-19 has affected many areas: the travel restrictions being imposed by different countries have turned it into a
story about tourism and travel; the economic impact of fear on the stock market and the impact of people not
attending work in the most-affected countries have turned it into a finance and business story; and the cancellation
of football matches, the postponement of rugby matches and the potential cancellation or postponement of
the Tokyo 2020 Olympics have made this a sports story. This poses a challenge, with so many journalists now
covering and learning about the COVID-19 outbreak – not just journalists who might be more familiar with the field
– could there potentially be more scope for error or accidentally misleading information?
Misinformation, stigma and fake news

A pressing problem with modern-day, online media is the spread of misinformation – this has been much talked
about in political spheres but has also been a prevalent issue in healthcare regarding sentiment towards vaccination.
The spread of misinformation on SARS-CoV-2 has been no different – theories have been floating around that
the virus was engineered in a lab as a bioterrorism agent, or that the symptoms are actually caused by the 5G mobile
network. In addition, thousands of listings on Amazon promoting fake COVID-19 cures have been reported, and
the prices of some sanitizers and facemasks have increased by over 2000%, despite in many cases not being fit for
purpose.
Another challenge in the social media age has been avoiding stigma. Early in the COVID-19 outbreak, before the
disease or the virus were officially named, many outlets referred to the virus as ‘Wuhan virus’ or similar, with this
hashtag trending on Twitter. Unfortunately, this wording has a tendency to stigmatize individuals from that city, and
also builds an association with those of a certain ethnicity, in some cases stoking fear and xenophobia.
Building stigma is incredibly bad for outbreak control – it can drive individuals to hide illness in order to avoid
discrimination, it can prevent people from seeking healthcare and it can discourage people from seeking healthy
behaviors, all of which aids viral spread. The WHO has stressed this standpoint, with Director-General Tedros
Adhanom Ghebreyesus stating in several press conferences: “This is the time for science, not rumors. This is the
time for solidarity, not stigma.”
“It is important that trusted media sources don’t just ignore misinformation but attempt to counter it.”
However, it is important that trusted media sources don’t just ignore misinformation but attempt to counter it. This
can be done by thinking about who their audience might trust, bringing in credible experts, showing empathy with
those affected, using appropriate language, and thoroughly and carefully explaining terminology, for example, what
does a ‘community case’ mean? One example of this is the WHO ‘myth buster’ section, which addresses some
misbeliefs about COVID-19.
Appropriate language can also be important in countering stigma – particularly with reference to places or countries.
The virus does not differentiate between nationalities or otherwise, so there’s no reason journalists should. In
addition, questions have been raised around terminology such as ‘patient zero’ and ‘superspreaders’, with much
criticism raised when the identity of the first British case of COVID-19 was released in the UK media. Reporting
should look at the bigger picture and move away from the details of individuals, to avoid stigma and its potentially
devastating impacts.

Finally, in addition to reporting the story, journalists can offer practical information to audiences – or ‘news you can
use’ – for example relevant local telephone numbers for healthcare services or advice on handwashing. These
smaller, practical steps from trusted and up-to-date sources could help inform the public on the advice coming from
broader governing bodies that they may otherwise not hear.
Non-politicization

The politicization of this outbreak has been another difficult aspect to manage. Fundamentally, for many journalists,
political motive is an important part of their job, with the aim of the media being to hold governments and governing
bodies to account.

However, some outbreak coverage and press statements have been criticized as having particularly pro- or anti-
China political sentiments, as the virus emerged there, and this could impact public trust in the source. This is tough
to balance in scenarios where politics is inherently intertwined with the outbreak response, and where it is in many
cases impossible to tell whether some of the actions taken by politicians will pay off in the long run – for
example, the ‘lock down’ of many cities by the Chinese Government in January was an unprecedented move that
has not been trialed in outbreak response before.
“Balance should be integral when reporting health and science in all media agencies, particularly in situations that
compromise public health…”
Balance should be integral when reporting health and science in all media agencies, particularly in situations that
compromise public health, such as this outbreak. Reporting the facts with a genuine intent to expose the latest
outbreak news, and not carry out a political motive, should be paramount. Hopefully with this in mind and a focus
on reporting both the good news and bad news – for example, many individuals in China initially diagnosed with
COVID-19 have now been treated and discharged – the information provided should accurately reflect the situation.

Final thoughts

As Editor of Infectious Diseases Hub, I feel relatively uniquely placed in the COVID-19 outbreak. On this site, we
report to a specialist audience – professionals in the field of infectious disease – however, anyone with any level of
understanding about the field could stumble across this site for information, giving me a responsibility to ensure that
all the information we convey is easy to understand and is as up to date as possible.

Looking more broadly, many outlets have a far larger audience than our specialist platform, and to me the potential
impact of media reporting on public health activities, and also the feelings of fear and concern in the public, seems
absolutely huge. Despite the many challenges this fast-moving outbreak has thrown up, the media have a vital
obligation to responsibly report the facts, and to communicate the health and travel advice that is coming from
governing bodies. With so many getting their information from these sources, it could really make a difference.

How do you feel the media has covered the COVID-19 outbreak? What else could journalists be doing in
covering this event? Let us know @IDHubFSG or in the comments below.

What is the Role of Social Media during

the COVID-19 Crisis?
MARKETING

APRIL 07TH, 2020

Today, social media such as Twitter, Facebook and Instagram, have become primary
sources of information. They are also vehicles for fake news and disinformation.
During a crisis like the COVID-19 pandemic, how should social media be mastered
and employed in a responsible way? HEC Paris Associate Professor of Marketing,
Kristine de Valck, has been studying the role of social networks in the marketplace
since 1999. She explains.

By Kristine De Valck
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HOW DO COMPANIES AND INDIVIDUALS USE

SOCIAL MEDIA DURING SUCH CRISIS?
Broadly, there are two opposing logics. Companies can use social media for commercial
purposes or for communal purposes. In other words, companies use social media to brand,
sell, market their business (which is close to traditional marketing efforts using mass-media)
versus using social media to connect with and co-create with customers and – more
importantly – to provide a platform to customers to bond together. You can see this as the
distinction between using social media to talk to your customers versus using social media
to talk with your customers and have them talk to each other through your brand. 

You can see this as the distinction between using social media to talk to your customers
versus using social media to talk with your customers and have them talk to each other
through your brand. 
For individuals, the same axe translates into using social media to self-present – that can
turn into the very narcissistic self-exposure that we sometimes see on social media versus
using social media to connect with friends, family and likeminded others for socialization
and emotional support. 

WHAT PARTICULAR STRENGTHS OF SOCIAL MEDIA

ARE HIGHLIGHTED DURING SUCH DIFFICULT TIMES?
For me, this crisis highlights the particular strengths of social media in how they can be
used for the second type of purpose; that is community and emotional support. 

Just like we have seen with other crises, such as the earthquake and following tsunami that
caused the nuclear disaster in Japan in 2011, the terrorists attacks in Paris and elsewhere
in Europe over the past years, we see today that people all over the world reach out to each
other – close by and far away – through social media to make sense of what is happening. 

Just like we have seen with other crises, people all over the world reach out to each
other through social media to make sense of what is happening. 

I am thinking of the many funny videos about how people creatively deal with the lockdown,
of the neighborhood Facebook groups that organize entertainment and practical support to
help neighbors who need assistance with grocery shopping or childcare, and the quick rise
of apps and functionalities that allow for live chat and video sessions with multiple people. 
This is social media in its core and at its best.

PEOPLE TURN TO SOCIAL MEDIA NOT ONLY FOR

SUPPORT AND ENTERTAINMENT, BUT ALSO USE IT
AS A SOURCE OF INFORMATION… AND FAKE NEWS.
This is where we need to warn for the dark side of social media and its role in spreading
fake news. Platforms have been slow in acknowledging their responsibility in helping
platform users distinguish fake news from facts, but they are taking steps in the right
direction. Instagram, for example, announced to only include COVID-19 related posts and
stories in their recommendation section that are published by official health organizations. In
general, my advice is to crosscheck information that you get through social media with at
least two other information sources such as government websites and high-quality news
outlets. In addition, we also all have a role to play by not further spreading rumors through
our social media accounts. 

HOW SHOULD MARKETERS ADOPT THEIR SOCIAL

MEDIA STRATEGIES IN THIS EXTRAORDINARY
TIME? 
It is a tricky question. Typically, I teach my students that marketers should relate their social
media contributions to the real-time context. Indeed, at the start of the crisis I kept receiving
long-before planned brand posts that did not refer at all to the situation, and thus, seemed
misplaced. At the same time, trying to leverage a sanitary crisis for branding purposes in
your social media posts can quickly be perceived as distasteful. 

The best examples I have seen come from companies that offer free resources to their
customers to face the crisis. For example, many academic publishers have made online
content available for free to support teachers and students worldwide with distance learning.
Closer to home, the Pilates teacher at HEC Paris has started a YouTube channel where he
posts videos on how we can keep fit while confined at home. 

Instead of self-glorifying social media brand posts, brands will be forced to embrace the
communal logic of social media during the COVID-19 crisis.

Instead of self-glorifying social media brand posts, brands will be forced to embrace the
communal logic of social media during the COVID-19 crisis. More than ever, social media
posts should be user-centric and not producer-centric. Brands that will be able to deliver
messages and engage in conversations that are considered valuable because they provide
helpful information, relevant advice or that simply make you laugh will come out of the crisis
stronger.   

Stay safe and keep sharing!

Listen to Kristine de Valck on the HEC Paris podcast:

To inform the public during these uncertain times, newsrooms across the
country have made pandemic coverage a priority. But the ever-changing and
sometimes unverified nature of COVID-19 data being released has left
journalists and researchers with challenges in providing accurate information
to the public.

On Wednesday, a panel of UC Berkeley journalism and public health experts

addressed those struggles during a more than hour-long Berkeley
Conversations that examined the role that the media has played during the
global pandemic.

Ed Wasserman, dean of UC Berkeley’s Graduate School of Journalism, said

there are good and bad elements to the way news has been covered during
the pandemic, and that the public’s trust in the media is on the line.
“In many ways, it’s a make or break moment for the media,” said Wasserman.
“I’ve never seen a story that has as many perplexing and meddlesome
dimensions to it as this one. … The intensity of interest in the story and the
consequences of the ways the story is being presented are really kind of
massive.”

Public health professor emeritus John Swartzberg, meanwhile, has been

interviewed about COVID-19 by many journalists in the past few months. He
also chairs a group that oversees Berkeley’s public health publications.

He said that, while the virus has disrupted society, it has only existed for a few
months and little is yet known about the coronavirus. Many health experts,
similar to journalists, are also struggling to present their findings to the public.

Swartzberg cited the use of so-called pre-print journals that require less
verification than standard peer-reviewed journals, where independent
scientists take time to verify results. These unreliable pre-print reports can
make it harder for journalists to do their job, he said.

“This has become even more acute today when the information we get from,
for example, the White House, is confusing at best,” said Swartzberg. “Society
is torn with information from the government that cannot be consistently
trusted. So, journalists become even more critical in their role.”

“Time and again, we’re dismayed and baffled by the kind of incoherence and a
lack of reliability of the information we’re getting,” Wasserman added. “We’re
seeing info that should be fairly politically neutral is instead being spun in
ways we can’t trust.”

While there is an abundance of news to be reported on the pandemic,

Wasserman pointed out that newsrooms hammered by decades of layoffs
often lack reporters and editors who specialize in public health reporting.

Wasserman added that he feared some newsrooms were focusing on breaking

COVID-19 news instead of in-depth coverage.

“You’re looking at a news media complex that’s probably 40% weaker than it
was a generation ago, in terms of bodies it can put in the field to tackle a
difficult story,” said Wasserman.
Despite these challenges, Swartzberg said that, overall, journalists have been
doing a good job in covering the pandemic. He advised reporters to avoid
covering stories in a binary manner. For example, he said there is a more
nuanced way to cover cities reopening than framing the options as completely
sheltering in place and simply reopening everything without restrictions.

Swartzberg also urged journalists to build relationships with researchers who

have a history of reliable and scientifically-rigorous work and to build a stable
of those types of experts to maintain accurate reporting.

“We’re all in this together, and I feel in the short run (that) we have enormous
challenges,” he said. “But, I think in the long run we’re going to be a much
better society from the consequences of this.”

Berkeley Conversations: COVID-19 is a live, online series featuring faculty

experts from across the Berkeley campus who are sharing what they know, and
what they are learning, about the pandemic. All conversations are recorded and
available for viewing at any time on the  Berkeley Conversations website.

Mass media coverage helps slow down disease spread in

an epidemic
Reports should focus on changing behavior, say researchers
Date:
January 26, 2016
Source:
Elsevier
Summary:
Mass media coverage about an epidemic can help slow the spread of the disease, according
to a new study. Researchers say to maximize this effect media reports should focus on
changing people's behavior in an epidemic.
Mass media coverage about an epidemic can help slow the spread of the
disease, according to a new study published in the Journal of Theoretical
Biology. The authors of the study, from Shaanxi Normal University in China
and York University in Canada, say to maximize this effect media reports
should focus on changing people's behavior in an epidemic.

During a disease outbreak, like the A/H1N1 influenza pandemic of 2009, news reports keep us
updated on the disease -- how it is spreading and how many people are affected. But scientists have
also shown that mass media coverage -- including television, radio, newspapers, billboards and
booklets -- can have an effect on our behavior.
In the new study, researchers studied the effect of mass media coverage on the H1N1 epidemic in
the city of Xi?an in the Shaanxi province of China. They compared the number of hospital visits with
the number and duration of news reports about the epidemic.
Their results show that more news reports resulted in fewer hospital visits and vice versa. This, say
the researchers, shows that media coverage is a powerful tool to help halt the spread of disease
during an epidemic.
Professor Sanyi Tang, corresponding author of the study from Shaanxi Normal University in China,
explained the idea behind the research:
"During the A/H1N1 outbreak in Xi'an, I came down with a bad cold and stayed in the university
hospital for treatment. Because of the large number of patients with A/H1N1 and the limited number
of beds, I was given medicine and released from the hospital. This process made me and my team
members begin to think about how we could use mathematical modelling and statistical methods to
study the outbreak. We started studying interventions used to control the outbreak, most recently
looking at the effect of media coverage."
In the first part of the study, Dr. Tang and his team collected media coverage that contained the key
word "A/H1N1" in the title from eight major news websites between 3 September and 16 November
2009. They also obtained the number of newly reported cases from the province's dedicated
influenza hospital, the 8th Hospital.
They found that the average number of daily news items was linked to the number of newly reported
cases, with a time lag of about four days. At some stages of the epidemic the number of reported
cases had an effect on news coverage, while at others the news coverage had an effect on the
number of cases.
They then developed a mathematical model to help them study the dynamics of the media coverage:
news items, coverage duration and the response of media to the number of cases.
The model confirmed that when there is an increase in news items, there is a decrease in newly
reported cases. This is likely due to a change in people's behavior: they avoid contact with others, so
fewer people are infected.
The model also showed that the duration of coverage matters. When the coverage lasts longer,
there are more news items and a bigger impact on the public awareness of the epidemic, resulting in
further behavior changes and fewer new infections.
"The success of any comprehensive prevention and control strategy of the emerging infectious
diseases relies on the confidence -- and action -- of the public in the strategy, and media plays a
substantial role in building this confidence," said Professor Sandra Gabriele, a co-author from York
University's School of the Arts, Media, Performance & Design.
"In order to help reduce the accumulated number of new notifications, the media should have been
more persistent in their reporting of number of infections, hospitalizations and deaths. In addition,
news reports needed to be timely and continue for longer periods," added Prof. Tang.
The researchers now plan to take the time lag between the media coverage and changes in newly
reported cases into account, to find out how this factor affects epidemics.

The Role of Social

Media During the
Coronavirus Pandemic
Posted by Ting Zheng, Leyla Foschi, Miranda Haynie, Lauren Lyster, Brelle
Pittard, Danielle Dirkx, Brittany Low, Katie Friedman and Sarah Kelly

While the world outside contracts inward to our homes, offices, and immediate
neighborhoods, our online world has expanded in ways we could have never
imagined. Google docs are now being used for games and parties, and Zoom
is now how we send our kids to school and see our friends for happy hours.
Because of this, most social media platforms are being challenged to adapt
quickly to meet the needs of how people are now consuming content.

At PMG, we have also taken on the challenge of evolving our approach to

social media. We’ve kept our ears close to the ground, collaborated with our
key partners to keep up to date with the changing landscape, and have
become even more agile to strategize and execute media for our clients. Our
team has put together the key themes we see across the social ecosystem,
and considerations to put forth as of right now. 

How has social media changed?

Being home all day naturally increases media consumption, whether it’s
streaming shows or finding connections across social platforms. Facebook,
Instagram, LinkedIn, Twitter, Snapchat, and Reddit have all reported a
significant growth in engagement month over month (MoM), and year over
year (YoY). People are looking to connect outside of their immediate
surroundings, and social platforms are helping to supplement these
relationships. Outside of this growth in consumption, here are the other key
themes we’re seeing:

Paid Social CPMs have seen a decrease, suggesting less competition

within the ad auction, but the audience is not deterred and is actually
engaging more often with brands. According to eMarketer, the coronavirus
has caused many advertisers to hold back campaigns, adjust their media
allocation, pause on all advertising efforts, and even cancel campaigns
entirely. However, social media users on platforms are consuming more than
ever. 

We’ve seen click-throughs on brand ads increase by 36% MoM as Facebook

users are looking to browse and discover new content, which has cut costs
almost in half. Depending on the vertical conversion rates, we have
maintained, or seen an increase, with already shifting strategies.

Messaging and communication within social networks have increased

significantly. Facebook saw a 50% increase in messaging within countries
hit hardest by the virus, with voice and video calling doubling over Messenger
and WhatsApp. On Snapchat, there has been a spike in usage to stay
connected with friends; snaps sent between friends reached an all-time high,
and its call feature increased by more than 50% MoM. All this goes to show
that social media users are relying heavily on these types of communication
features within platforms to stay connected with their networks.
Users are turning to certain platforms for more positive outlets,
including Pinterest and Reddit. On Pinterest, during the weekend of March
21st, there was an all-time high in saved pins and searches around the world
than any other weekend. 

Users are looking for immediate things to do at home and ways to escape the
virus news. The same shift could be seen on Reddit, as Entertainment and
DIY communities gained an increase in views in certain categories by 10%
WoW. These categories include Gaming, TV, Technology and Computing,
and Art and Design Interest Groups. Platforms that are heavier in content and
conversation surrounding COVID-19 are Facebook, Twitter, and LinkedIn.

People are expressing themselves through social content

creation. Emerging platforms like TikTok are seeing users invest more time
on the app, and a constant, steady stream of new users joining. The global
daily active users have grown significantly, as shown in the app reaching a
monthly download record in February. This has mutually given rise to users
creating new videos. This trend has also been happening on the professional
business platform, LinkedIn, where there is a 60% YoY increase in content
creation. 

Livestreaming is officially “in.” There’s a huge use case of livestreaming

being a tool to increase followings on accounts because viewers crave
interactivity that the feature offers. The behavior of joining a livestream has
become more organic, and social media apps have responded to the trend by
improving its features to make the functionality even easier. 

While the spike in livestreaming may seem obvious for Instagram Live and
TikTok Live, let’s not forget the gaming world, which has been taking part in
this for quite some time already. Twitch is also seeing an all-time high in
consumption as growth in global viewership grew 44% from January to March.
Influencers, celebrities, and brands providing fans the raw lens are more
authentic than any produced content you’ll get from OTT or TV mediums, and
users want that.

Livestream Adaptation Example: The entire world has seemingly been

tuning in to Club Quarantine, an Instagram Live hosted by DJ D-Nice. This DJ
spins club hits from his kitchen and bedroom and has become an Instagram
sensation. A typical Instagram Live will only allow for up to an hour of
streaming, and DJ D-Nice would continually end one stream and start another
to keep the party going. The platform quickly realized that these restrictions
were hampering the way that people wanted to use its platform, so Instagram
adapted itself in order to allow him to livestream as long as he wanted. 

What’s the Role of Social Going

Forward?
For years, we have been witnessing the slow descent of organic media. And
as a company, we advise our clients to focus more heavily into paid. Now, the
current circumstances have changed trend; organic media has taken full-
stage as this pandemic presents a need for brands to engage with their
customers. However, brands must be careful about how they communicate
with them.

As store closures across the globe have impacted in-store purchases, the
focus has shifted toward a revised e-comm strategy with an evolving
contingency plan. Be prepared to make decisions quickly, while being mindful
of business outcomes and processes such as inventory, distribution,
subscriptions, etc. About 20% to 30% of consumers say that they are already
spending less on everyday categories such as day to day in-store purchases,
restaurant outings, and local leisure activities. This means that  70% to
80% have not altered their planned spending on these items.

Considerations for Social Media

Strategies
During these unprecedented times, it’s important for brands to connect with
users, and leverage social media to get the right message in front of people.
We’ve outlined the most essential steps to consider when moving forward with
your social media strategy from both an organic and paid perspective. 

It’s okay to not be radio silent as a brand, as long as you’re mindful of

your positioning and approach. A report from the 4A’s found that 43% of
consumers find it reassuring to hear from brands they know and trust during
uncertain times. Another 40% want to hear how brands are responding to the
COVID-19 outbreak, while only 15% of consumers said they did not want to
hear from brands at this time.
Be cognizant and monitor the current climate your brand is in, and
provide extensive community management. Tap into social listening and
sentiment tools to be aware of what’s happening; accept that this “business as
usual” response, or predetermined decision tree, won’t be well-received by
customers or followers. At PMG, we’ve been proactive to gauge sentiment in
real-time with the creation of dashboards that classify social comments for
clients into positive/neutral versus negative. 

We even went a step further to categorize comments into topics, including

store closings, shipping, employees, and even social distancing. Maintain an
active line of communication with your audience and take community
management seriously. Be there on an authentic and more personal level
because this fosters a sense of trust that consumers desire. 

Carefully review and evaluate your content messaging and the

creative before publishing through various perspectives. This is a brand
moment that customers will not be soon to forget. Don’t make the mistake of
conveying your message in a way that makes your brand appear out of touch,
or by providing false information with the changing logistics brands are
implementing each day. It is crucial that you ensure your message doesn’t
come across as tone-deaf or self-serving. Use this as an opportunity to
provide customers a service that would be helpful to them, and remember to
do it concisely:

For retail brands, focus heavily on e-commerce, rather than driving

customers in-store. Additionally, place a strong emphasis on shopping local
and/or supporting strong online promotions to entice customers further to
continue adding items to carts.

The restaurant industry should increase support for drive-thru and take-out

delivery. If the business can allow for it, creating affordable meals for families
in need may bode well to promote.

With localized and country-wide school closures happening globally,

advertisers in the education vertical should promote free remote learning
resources for educators, parents, and teachers to keep people engaged and
connected to the classroom.

Staying connected has become an all-encompassing theme as people are

following shelter-in-place orders. This provides an opportunity for Music,
Technology, and Lifestyle verticals to step up and share different ways of
maintaining normalcy, including livestreaming concerts, making video chats
free and accessible for users, and sharing tips on how to successfully cope
with the new normal.

As for the travel vertical, it is best to decrease paid marketing efforts

considering the current climate. Organic and community management
support, however, should increase. Many consumers are canceling or
rescheduling travel plans, and brands must account for this influx of customer
service needs.

Adapt your paid media strategy to the current business needs. If there’s
a need to focus on the highest return in order to protect bottom-line profits,
then the platform media mix needs to be adjusted. If there’s a need to
continue to drive awareness, make sure to ensure brand safety by avoiding
platforms that have a large news-share presence in an effort not to be
surrounded by sensitive content, or use extensive blacklists within audience
targeting to offset this. 

Find new ways to move through available inventory that may otherwise be
stuck in retail locations. For example, for retailers, creating and driving to
temporary sites for any outlet inventory. Focus on key categories that have
seen an uptick in consumption, such as athleisure and loungewear. 

Over the past several weeks, we have seen a significant upheaval in the way
that brands speak to their audiences, and how social media platforms are
facilitating these conversations across the globe. One thing is certain —
“business as usual” is not the way forward, and your brand strategy needs to
adapt to fit this moment. But it can be done, and successfully. 

Essay on Mass Media-1

Mass Media Essay – What the Term Means : Mass media, or
media, according to dictionary definition, includes the newspaper,
telivisoin, and readio which are used to communicate with the mass of
the people. These are, generally, controlled and governed by the
government of the country. They are the most frequently and
effectively used nedia devices both for informing the public as a whole
and for entertaining people of various classes and ages.
Why Mass media: As has already been told, mass media are
essential for the government to keep the people informed. What is
going on outside countrywide and worldwide must be known by
people. Otherwise, their consciousness about the development of
science, politics, and civilization as a whole would remain immature. In
today’s world of rapid change and much activity, people need to be
kept informed. And hence the need for the media.

Don’t Forget to Check: Essay in English

Another reason why mass media is an essential device is the fact that
it is the most effective weapon of the government’s propaganda and
circulations. The government tells the nation as well as the whole
world about its national and foreign policies throuth these media.
Sometimes it builds awareness among people toward some desired
courses of action throuth these media.

But in the modern age, the media have not been being used as only a
means of informing people. They have a close connection with
entertainment. Various cultural and recreational programs preached
through the media are very entertaining to people. In today’s world, we
can not even conceive of a day when we do not come in contact with
a television or radio program or read some columns of some
newspapers. Mass media, virtually, have become a part and parcel of
our modern life.

The uses and abuses of mass media: Until recently the mass media
were fully owned and controlled by the government. The programs
were designed selected and propagated by the government itself. But
recently there has been a revolution in the mass media world. Now it
has caught on as a vast opportunity of business also. Consequently,
in many countries except Bangladesh, the mass media have been
privatized.

The consequences of this privatization, however, have not only been

good, but bad and harmful too. On the one hand, the privatization of
the media has increased competition and helped the betterment of the
quality of programs and the authenticity of information, and on the
other, it has encouraged the propagation of morally insane programs
also. Recently, especially in our country, there has been much
controversy over this issue.

As far as our native culture and values are concerned, we can aver
that the influence of the western media has, to some extent at least,
proved to be detrimental to our society. But it is also true that keepin