Be Responsible

Hello how are you? We haven't heard from each other for a long time, and I believe that coffee in live will wait a little longer. What's new? For me, everything and nothing, standard #mumlife, as somebody say. Do you work from the office or are you tucked away in your work corner at home, uh, I mean - did you occupy the dining room table with a laptop and a pile of paper, cups of coffee and reminders? Do you still follow the daily cross-sections of the number of patients with corona and new measures, or have you given up on it in an attempt to preserve common sense and sadly browse the galleries of seaside pictures from last year? Whatever you think about this new normality, it will not pass soon. Until a couple of months ago, it sounded incredible to me that the whole world would be shaken in a relatively short time and I was optimistic that the pandemic would be contained by the time I returned to the office, but here we are.

It is common to say that the entire economy and the communications industry are changing, and things will no longer be the same, but it should also be considered that those thing were happening before the corona virus, but not so drastically fast, so an element of fear, unknown situations and the risk factor multiplied by the global impact of the pandemic froze almost all companies and campaigns for a few months. If it is not essential for life, we will not promote in any way that someone does not accuse us of insensitivity and why to solve another crisis now, is the mantra that many - understandably - have been guided by. Without wanting to open Pandora's box of crisis response analysis because simply, each organization reacts differently to the crisis in accordance with its procedures, it seems commendable to me that the common denominator for all companies was putting the common good and caring for employees as the most valuable resource first. Most of the media have given and continue to give their contribution to raising awareness of the need to wear masks, and those who do raise panic anyway, well ... continue to raise panic. Let’s put minority aside, but the unity of the media and the educational power of this original influencer rise hope that true social responsibility really exists beyond ironed presentations and large advertising budgets.

Speaking of corporate responsibility, I can't help but look at the case of an influencer and sponsor who left him after really serious accusations of a minor. For the first time locally, companies are canceling their brand ambassador under pressure from the digital public in order to show that they still do not share the same values ​​with someone whose numerous outbursts they tolerated until the day before. The question is whether this is the right or the right, but hypocritical move? How do you recognize a drop that overflows the sponsor's glass of forgiveness? Yes, the personal responsibility of influencers for what they say and do is undeniable, but are there responsibilities of companies that kindle the fire of youth and the desire to prove themselves with the fire of steam? Think about that.

When choosing an influencer for certain collaborations, is a holistic approach applied as an act of responsibility towards one's own brand and the public, or is it only important that the message reaches as many people as possible on a kilo-digital basis, but is viral? At Chapter 4, we are proud to approach influencer selection responsibly, strategically and analytically to ensure coherence in communication. Because, communication is not just a matter of content, it is a synergy of message, channel and target audience at the right time. A plastic example - before rushing into the virtuous, new world of Tik Tok, companies need to think carefully about why to offer an unattainable or inappropriate product, such as expensive watches or alcoholic beverages, to a very young audience. Being in trend can be good, but being responsible is always better.

Author: Gordana Purić