{"id":60464,"date":"2020-03-18T18:48:03","date_gmt":"2020-03-18T18:48:03","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=60464"},"modified":"2021-11-20T19:18:18","modified_gmt":"2021-11-20T19:18:18","slug":"crisis-media-planning","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2020\/03\/18\/crisis-media-planning\/","title":{"rendered":"Crisis Media Planning"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">COVID-19 is changing daily.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many of us have a high level of fear and anxiety around current events and when that happens, seek to absorb all the information that we can find. It\u2019s a natural response to an unnatural state of affairs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the past few days, traffic to our community websites has doubled. New users are up 50%.\u00a0 People turn to community news to know what\u2019s happening in their immediate vicinity and for balanced reporting when it matters most.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s isolation for people, uncertainty for businesses. How long will it last?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With all of the changes going on right now, Team GMD has been paying close attention to campaigns and messages to monitor what might be out of sync with the world around us.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We all know that in a realtime online world, having an ad message that comes off as opportunistic, off-colour or tone-deaf can be disastrous. That can happen if you\u2019re not paying attention, and fairly, people are feeling distracted.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our team has been speaking to businesses about the importance of pivoting advertising objectives and messages right now. Ensuring that your business communication respects the moment will be remembered long after the moment has passed. Represent it well.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a lockdown, many businesses need to pause their operations. Shifting your media presence makes sense in step with a global shift. Experience has shown that businesses who stay top-of-mind in times of crisis have a faster recovery.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tactically, here is what we recommend for businesses.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b>Community news <a href=\"https:\/\/communityads.glaciermediadigital.ca\/\">display advertising<\/a>. <span style=\"font-weight: 400;\">Local news is more important than ever. People are checking in with community news. Be there, too. Your business is part of the community fabric.<\/span><\/b><\/li>\n<li><b>Mobile display.<\/b><span style=\"font-weight: 400;\"> Mobile traffic was 72% of online traffic this week. Desktop traffic was 21%.<\/span><\/li>\n<li><b>Blog posts and web content. <span style=\"font-weight: 400;\">Do you have something important that you need to communicate? Hire a writer to help you say it.<\/span><\/b><\/li>\n<li><strong>Sponsored content.<\/strong> <span style=\"font-weight: 400;\">Do you have a story to tell?<\/span> <span style=\"font-weight: 400;\">Share how your business is connecting in your neighbourhood. Deepen your community connections to support others.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"list-style-type: none;\">The only thing certain is that more uncertainty lies ahead so we stay informed because it helps. We reach out to friends and actually *talk* on the phone. We accept that we are in a kind of liminal time and practice patience, kindness, and lots and lots of handwashing.<\/li>\n<\/ol>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">stay safe <a href=\"https:\/\/t.co\/C4P8goy0u2\">pic.twitter.com\/C4P8goy0u2<\/a><\/p>\n<p>&mdash; no name (@nonamebrands) <a href=\"https:\/\/twitter.com\/nonamebrands\/status\/1239932814088421377?ref_src=twsrc%5Etfw\">March 17, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h5><span style=\"font-weight: 400;\">Glacier Media news sites have high representation across three distinct visitor segments:<\/span><\/h5>\n<h5><span style=\"font-weight: 400;\">Casual readers who visit once per month, loyal readers who visit 3-4 times per month, and brand lovers, who visit 15+ times per month, visiting multiple pages with higher time spent. Many readers will be in this category.<\/span><\/h5>\n","protected":false},"excerpt":{"rendered":"<p>Many of us have a high level of fear and anxiety around current events and when that happens, seek to absorb all the information that we can find. It\u2019s a natural response to an unnatural state of affairs.\u00a0<\/p>\n","protected":false},"author":13,"featured_media":60466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63,67],"tags":[180],"class_list":["post-60464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","category-marketing","tag-covid-19"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Crisis Media Planning -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.lodestardigital.ca\/index.php\/2020\/03\/18\/crisis-media-planning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Crisis Media Planning -\" \/>\n<meta property=\"og:description\" content=\"Many of us have a high level of fear and anxiety around current events and when that happens, seek to absorb all the information that we can find. 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