Il after the pandemic the triumph of social networks will be even more, but for companies, get to the journalistic media it still means getting that reputation that social media alone cannot guarantee. Anna Desire, operational marketing manager of Dussmann Service, a group that employs over 60 in 22 countries and provides the full range of facility services from cleaning to catering, from security to technical services, reflects with us on communication after Covid.
How are companies communicating during this pandemic? How do your clients ask you to work?
“The pandemic has certainly changed the way in which the media are perceived by people: for example, media that seemed to be in decline, such as radio and TV, seem to enjoy new life, but at the same time it is the triumph of digital communication. Customers require new communication strategies that are much more oriented to social media and new platforms, but for many traditional means remain fundamental, which remain important generators of a positive reputation, considered increasingly strategic ».
After the pandemic, how will communication change? Which channels should be privileged and which ones have had their day?
«Probably, after the pandemic, the golden moment of TV will end, in particular digital and multi-platform positioning strategies will be increasingly privileged. Some of the actions that until now seemed essential, such as the trend of influencer marketing, have suffered a severe backlash with the pandemic. The radio, on the other hand, could continue to benefit from the impetus received, even in the recovery phase, as probably also some newspapers ».
Will companies develop their communication channels to communicate directly with consumers?
«Companies have already had the opportunity to extensively develop their channels to communicate directly with customers and consumers. Dussmann Service, in particular, pays a lot of attention to its Linkedin pages, which are useful for expanding the network and for encouraging business ».
What will be the relationship of the press offices with independent media and journalists and what will be the most effective way of dealing with them?
«Mass communication by press offices is becoming less and less profitable, also due to the new European rules relating to the GDPR. It is important to build stable and profitable relationships for customers, based on trust and respect for each other's functions, to facilitate everyone's work and in-depth knowledge of companies, thus improving their reputation ».
Can you tell us about your projects, your innovative communication offers?
«Dussmann Service will increasingly develop non-self-referential communication based on concrete experiences, results obtained and significant stories of workers who stand out for their work, often achieved with a spirit of incredible commitment at work, solidarity, altruism and self-denial. Dussmann Service are all 17 thousand men and women who make it up and who work every day in Italian public and private canteens, hospitals, public transport and schools, the company has always focused on their well-being by adopting policies that aim to the personal and professional improvement of all workers. For Dussmann the traditional press office remains of crucial importance, but attention to the world of social media is increasingly necessary, through the development of new storytelling strategies on Facebook and Instagram ».
