Throughout this global pandemic and the social unrest following the death of George Floyd, brands have had to communicate in a thoughtful way and still be effective. PR professionals have been responsible for crafting everything from press releases to statements on social media, all while adapting their earned media strategies and campaigns. To that same end, marketing teams have had to churn out effective owned and paid media.

Brands that didn't seem authentic on social media were criticized for not proving to be genuine.

“The brands that weren’t prepared for certain statements, looked very misaligned and the whole company suffers the consequences,” says Melanie Huet, executive vice president and chief marketing officer at Serta Simmons Bedding. “There’s been a tremendous amount of backlash for companies that just post something with no meat behind it.”

According to a new CMO Council survey of brand leaders, 81% said the change in global business climate due to the pandemic has led to a definite rise in earned media efforts and importance. More than ever, marketing and comms teams need to be aligned to ensure messaging is consistent across paid, owned—and especially earned media.

With the majority of the world now spending significantly isolated at home and isolated, people are consuming and sharing massive amounts of digital media. In many cases, digital media singularly impacts buying decisions and how consumers feel about brands. Without proper marketing-comms alignment, owned media doesn’t get amplified, paid media efficiency falls, and conflicting earned media messages confuse and frustrate customers.