Silver linings illuminate PR’s playbook
The field of public relations has been labelled many things – spin, partisan, pushing the boundaries of truth, to name a few. But something profound has happened with storytelling communications during the past tumultuous months. The promotion of positivity and good news is something people are starting to love hearing about, a much needed emotional currency. Through the heavy dark clouds of bad news, we have begun relishing the silver linings, seeking them out and savouring them.
During COVID-19 pandemic, in between the news of economic meltdown, human misery and destroyed lives, glimmers of hopeful stories appeared, shining like the Pleiades stars. We’ve be honoured helped to harness some of these successes and shared fine examples of human creativity which came out to Plei (if you’ll excuse us the pun), even amidst the mayhem.
Particularly in the area of technology, where Pleiades Media largely operates, 2020 has been full of wonderful stories of hope, growth, excellence and innovation – and all South African in origin. Being close to the digital world, specifically fintech, where all things financial are being transformed by the twin forces of relentless technical advances and the need for people to live and work remotely.
Our clients have been busy busy and, daily, we are gifted great stories such as the one about by Cape Town’s healthtech Signapps, a care co-ordination platform that app that drastically reduces the number of frontline healthcare workers interfacing with COVID patients. Their success has resulted in it being awarded a major contract with Britain’s NHS. Another local inspiration is the story of Explore data science interns, who have built an opensource COVID-19 database, or that of Simply Financial Services, whose SMME platform enabled brokers to continue working despite the constraints of the lockdown.
Then there’s the news of Vodacom Financial Services signing an international licencing agreement with Alipay. They are truly about to revolutionise payment processes for unbanked South Africans. Or the case of Analytix Engine, a two-year old data analytics firm, which has pinned its colours to the mast, canvassing international bankers with its locally developed credit risk tool.
We shine a light on brilliant young corporate execs in the tech industry, many of them women. We highlight the small entrepreneurial businesses which have adapted their business models overnight and are now running feeding schemes and training unemployed young people in the catering business.
It is a privilege to be entrusted with building the reputations and trust banks of these emerging businesses and their leaders.
The list goes on, but the principle remains: even in the weird, remote, mask-adorned world of COVID, South Africans pushed back the clouds and shone bright, creating opportunities, taking risks and working hard to change our world for the better, little by little. They are an example to all of us and spur us on to share their good news, and to come out and Plei. (See what we did there?)
On a more serious note, in this time of prolific digitisation, the spirit of positive communication and thoughtful personal interactions with one’s customers, staff, shareholders or the media, is more than welcome and relevant, it is truly necessary.
