How a DIY Newsroom cuts through COVID chaos and puts communicators in the box seat as primary source

​COVID-19 has taught us a bunch of stuff on how to cut through with our messaging in a time of crisis.
It has also shown us that, frankly, we need a new system for how we go about the business of professional communications.
In the best of times, communications is far from a perfect science. If anything, it resembles a dark art - one where the right solutions are never quite clear until delivery.
As early adopters of new technology, communicators are at the cutting edge. As such, we do a lot on the run, which also means we work in a state of perpetual befuddlement as we compete in the Attention Economy.
Amid the various models of content marketing, public relations, corporate affairs, digital and social marketing, and traditional PR and advertising, there is much grey.
​Organisations can therefore waste time, money and effort as they seek the best way to connect with communities of interest and customers.
​COVID has taught us the hard lesson of cutting to the chase - to zone on the fastest and most direct route to audiences. 

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