I first saw Harrison Ford as Han Solo in Star Wars in 1977. In addition to the Star Wars epic franchise, he helped make the Indiana Jones franchise a resounding success (five movies between 1981 and 2023).
He’s been in more than 40 movies, and this week, 48 years after Star Wars, I saw him in Captain America: Brave New World.
I greatly admire those who reinvent themselves to stay relevant. Stars like Sylvester Stallone, Dame Helen Mirren, Dame Judi Dench, and Jane Fonda have endured the test of time and are still crowd-pullers.
Why? Because they don’t rest on their laurels. They try new things, different things. They constantly move out of their comfort zone, grow their portfolio, and, most importantly, move with the times to stay relevant to new audiences.
Relating this to the changes in media and communication and how organisations are coping with it, I wonder how many see the writing on the wall. To survive, it can no longer be ‘business as usual’, relying on the same methods of communication to engage with stakeholders because the psychographics of consumers have changed dramatically.
Media consumption patterns are being rewritten and affect us all – particularly those in consumer businesses. The government is not exempt either.
Being the Year of the Snake, I think we can take a few lessons from our reptilian friend. Snakes have good eyesight and continually taste the surrounding air with their tongues (scanning the environment).
Through ecdysis, snakes shed their skin when it no longer fits, is worn out, or to remove parasites and aid in healing.
Let’s consider the changes in the environment and how they’re impacting us.
- The shift to digital communication. This had been going on for some time, but Covid-19 gave it a huge push, and there’s no turning back now. RIP, print media.
- Gen Z traits affecting business and society:
- Living their life on social media – RIP print media advertising.
- ‘Sapot Lokal’ movement (particularly F&B related) – Impacts large multinational corporation manufacturers. You may have noticed the rise of locally produced items on supermarket shelves? These are eating into the market share of older, more established brands.
- Love of travel and exploring – Impacts airlines, hotels, the larger tourism and hospitality ecosystem, and even the clothing industry.
- Saving is no longer a priority – Impacts the banking, financial services, and insurance sectors.
These are but a few examples.
Suffice to say, it’s challenging to build and maintain rapport with Gen Z. Many believe that using influencers is the answer.
That may work for selling products and services. I’m more concerned about the corporate brand, reputation, and image. These are core to the company’s identity and should always be controlled by the organisation – the domain of public relations (PR).
PR is critical in actively shaping and protecting a brand’s reputation through strategic messaging and media engagement. When we use the word ‘media’ today, we’re talking about more than just traditional media; it includes all media platforms.
PR and brand reputation management involve shaping public perception, managing crises, and maintaining a positive brand image.
This is a thoughtfully crafted strategy encompassing all forms of communication, across multiple media platforms. PR strategy guides content creation and uses the PESO model (paid, earned, shared, and owned media). This model engages both consumers and various stakeholder groups, internal and external.
Had Harrison Ford limited himself to Han Solo-type roles and the sci-fi genre, he would not be in a Marvel blockbuster at age 82.
The Snake teaches us that to stay relevant and survive, we need to shed old habits and adapt to change. When snakes grow, their skin does not, so they outgrow it.
If we take one lesson from the Snake, it’s: “Out with the old, in with the new!”
The views expressed here are the personal opinion of the writer and do not necessarily represent that of Twentytwo13.
