Lobby Monitor interviewed me about my approach to communications
Finding the right method to communicate the ways in which a corporation is contributing to the COVID-19 response can have a huge impact on how the public views that brand, according to Max Stern, a new consultant within the strategic communications practice at Crestview Strategy.
“It’s about illustrating to people how you’re a part of the solution because that’s the new expectation from customers and from everyone; that you’re working every day at the bigger picture,” he said. “Consumers’ trust in brands is dependent on authenticity and the voice you use. More and more people can tell the phony and the fakes from folks who are actually dedicated to doing the right thing.”
Stern started at Crestview’s Toronto office on Feb. 18, and assists clients with their corporate and financial communications. However, Stern admits that a “significant portion” of his more recent duties have involved helping clients craft messages about how they’ve responded to the COVID-19 pandemic in recent weeks.
Staying silent during the outbreak is not an option, according to Stern.
“People are looking, now, to support companies that are part of the solution. A part of that is helping [companies] communicate that,” he said. “It’s about understanding the key players in the media and the other audiences, and knowing what message is going to resonate and how to tell it."
About 75 per cent of people agree that brands have a responsibility to help out during the pandemic, according to a survey by Ace Metrix, a U.S. advertising analytics company.
Examples of major corporations assisting during the crisis includes Bauer Hockey, which manufactures hockey equipment. The company repurposed its production facilities to make face shields to protect medical professionals treating patients with the illness. Another company helping out is clothing manufacturer Canada Goose, which is making scrubs and patient gowns, and donating them to hospitals.
Stern joined Crestview after about four years serving at National Public Relations, where he began as an intern. After becoming a permanent employee at National, his titles included co-ordinator of corporate affairs, corporate affairs associate, and corporate affairs consultant.
“I moved to Crestview because I was interested in an agency that was completely dedicated to public affairs work, and also, personally, after four years I thought I needed a new opportunity,” Stern said. “I’m helping broaden the team; bringing a similar perspective from a corporate background and focus on client servicing.”
Stern’s background also includes serving as a communications assistant for the Liberal Party of Canada during the 2015 federal election. Stern was involved in media relations, and ensuring that communication materials were up to date and consistent with the messages the party wanted to convey.
That campaign was interesting because it showed the beginning of social media’s emergence as a tool for political candidates, according to Stern.
“A campaign needs to have a compelling vision that’s understood by everyone, but it also needs to be flexible and told to people in the way they understand things and where they communicate. That’s where social media is the key. It’s rapid,” he said.
Since the COVID-19 pandemic, Prime Minister Justin Trudeau has been providing daily updates in front of his home, Rideau Cottage. Stern said these communications have been reassuring for Canadians by showing the government is “in front of the issue.”
“I think that he’s very much focused on showing how he’s going to make everyday life better right now, and focusing on other aspects that are more long term after we get out of this first phase. I think that’s the reassurance Canadians want right now,” said Stern.
At the provincial level, Stern previously assisted with financial communications while interning with the Ministry of Economic Development for the Government of Ontario when former Liberal premier Kathleen Wynne was in power. Over four months, Stern worked for Dr. Eric Hoskins and Brad Duguid, when they were the ministers for that department.
Prior to his involvement with politics, Stern interned in digital marketing and communications at Vice Media, a digital media and broadcasting company.