I hold a camera for a living. It’s not all that I do, but a lot of my day to day for the last five years has been face-to-face with our clients and their customers, camera in hand.

What do you do when that revenue stream is taken away from you? How do you continue to provide a valuable service to customers who need thoughtful communication now more than ever?

In the week leading up to the formalisation of the national lock-down, the warning lights started flickering in my head.

I had been filming crisis communication for essential workers – giving them some of the tools they would need to continue working under changing health and safety protocols.

We knew that something was coming, but weren’t exactly sure how South Africa would react to the pandemic, as numbers of infections continued to soar in other parts of the world.

How does crisis force change?

One major take-away from the lock-down has been the confirmation of how connected we really are. We have access to so many ways of communicating with others, and we’ve adapted quickly to connect with our colleagues, clients and stakeholders digitally.

We’ve learned to entrust our clients with the filming responsibilities, and packaged their messages to stakeholders and employees in a way that reinforces their credibility.

There is still a role for us, and by carefully curating, packaging and editing messages – we’ve helped protect and enhance our clients’ reputations during a frantic period filled with doubt and frustration.

That said, we still need to find ways to innovate – and I’ve enjoyed partnering with our designers to create meaningful animated videos that educate and entertain for our clients.

We can be creative during a crisis.

We know that the world will change once this crisis is over. Pockets aren’t deep and the events of the world will create a different landscape to the one we’ve known for decades.

Maybe the technology that we’ve been forced to adapt to will help shape the future of our communications, just as the email revolutionised the world in the 1980s.

Industry will have to adapt, but clever people find opportunity – and I’ve been excited to see creative people finding new ways to engage with their audiences in the absence of events and gigs.

We don’t know exactly how the world will change, but we know that it will. It’s up to us to help our clients find the answers to the questions that we’ll all soon be asked.

Philip Wilson
New Media Consultant
Logico Creative Solutions