Your April 2020 Covid-19 and Communication Measurement Reading List

Visit this page for a list of our articles on COVID-19 communications measurement.

Too much to read? Here’s the pick of the Covid and comms measurement crop:

Covid Coverage

Covid and Brands

  • Scale, distribution, and occupying Mars: COVID-19 is a catalyst
    This article is a little slow to get off the mark, but eventually gets to many good predictions of changes on the way. “While our major industries and institutions are still using centralization and consolidation to achieve economies of scale, our most important technologies are increasingly tended in the opposite direction, toward decentralization and distribution. Innovators and entrepreneurs are beginning to see new opportunity areas emerge in this gap, and we expect that CEOs will begin to see that growth.”
  • Edelman Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic
    “We interviewed 12,000 people in Brazil, Canada, China, France, Germany, India, Italy, Japan, South Africa, South Korea, the UK and U.S… If you were ever in doubt that brands matter, this new data reveals the power and necessity of brand as well as their urgent need to act. Brands should find solutions instead of selling passion or image. They need to be tangible and fast, not impressionistic and conceptual.”
  • How Zoom is reclaiming its brand . . . and why it will succeed
    Without Bullshit
    Always a source of good advice, with this post Without Bullshit newsjacks Zoom’s recent experience to tell a perennially valuable tale of reputation lost and recovered.

Covid and Comms

  • P&G, TikTok and Grey make a difference with #DistanceDance campaign
    How the State of Ohio, P&G, Grey, and a social media star put together a reminder to people to stay home. The measures of success reported are a bit heavy on big-numbers-meant-to-impress, and a bit light on any sort of business goals. But nevertheless it’s an inspiring story about putting together an effective campaign in a hurry.
  • The reason Zoom calls drain your energy
    “…video chats come with extra stressors, [but] our Zoom fatigue can’t be attributed solely to that. Our current circumstances – whether lockdown, quarantine, working from home or otherwise – are also feeding in.”
  • 5 communication lessons from Dr. Anthony Fauci
    Ragan’s PR Daily
    Great points on why Fauci is so effective. Kudos to PR Daily for not once mentioning Fauci’s boss, a genius at grabbing attention, but often for the wrong reasons.
  • How to Answer an Unanswerable Question
    Harvard Business Review
    “Whether you are a leader, a teacher, or a parent, you may be called upon to answer especially difficult questions right now, questions that have no satisfying answers. But this doesn’t mean you can’t form a helpful and honest response.”

Our Favorite Covid-19 Infographics

Can We Please Talk About Something Else Besides Covid-19?

  • Are Brands Measuring the Impact of Creativity?
    An exclusive study… finds that while almost two-thirds of marketers are measuring the impact of creativity, they are still reliant on more ‘old-fashioned’ research methods.”
  • Let’s Do The Micro-Influencer Math

    Understanding the math behind the micro-influencer analysis will help you make smarter decisions for your brand’s influence marketing efforts.
  • Chief Consistency Officer: How Today’s CCO Unites A Company’s Stakeholders
    “…corporate messaging needs to be compelling and consistent throughout every level of an organization — and it’s the job of the chief communications officer (CCO) and chief marketing officer (CMO) to work as partners to unify and disseminate those messages effectively.”

About Author

Bill Paarlberg

Bill Paarlberg is the Editor of The Measurement Advisor. He has been editing and writing about measurement for over 20 years. He was the development and copy editor for "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, winner of the 2013 Terry McAdam Book Award.