ZOOM: CONNECTING PEOPLE DURING THE COVID-19 PANDEMIC
Winner of Sabre Awards Latin America 2020 in the category of Crisis Management
Zoom Video Communications, Inc. is an easy, reliable, and innovative video-first unified communications platform that has become an instrumental part of daily life during the current COVID-19 pandemic.
When the global health crisis emerged people relied on Zoom to stay connected with their colleagues, friends and family regardless of the physical distance between them. This saw the number of meeting participants on Zoom balloon overnight: from 10 million daily meeting participants per day in December 2019 to 300 million daily meeting participants in April.
However, the product was firstly designed to the corporate segment and Zoom could not foresee that every person in the world would suddenly be working, studying, and socializing from home, utilizing the product in a myriad of unexpected ways.
In April 2020 Zoom began working with Hotwire Global around different geographies, and VIANEWS, Hotwire’s exclusive partner in Latin America. The work focused on:
- Managing inbound enquiries as well as proactive media outreach in terms of telling the Zoom story and ensuring the right information and messaging was consistently delivered, combating misleading information.
- Constantly providing the media with new and up-to-date relevant information, focusing on increasing positive pieces of coverage, which happened specially from June onwards.
The core objectives of the program included:
- To reinforce the company’s commitment with its users, with special focus on privacy and security;
- To give Zoom a voice in the Latin America media landscape, in 8 countries: Brazil, Mexico, Argentina, Chile, Colombia, Costa Rica, Panamá and Peru;
- To ultimately build Zoom’s brand awareness in media
VIANEWS team ensured to get Zoom spokespeople talking to the right media, from Mainstream, Business and Technology sectors, in order to spread the word faster and to the target audience.
More broadly, we made use of existing core assets, as the company’s global announcements and blogs, and developed content to address local topics in LATAM. We brought the highest level of leadership on board to react quickly with valuable commentary for proactive media outreach and expertise handling crisis management.
EXECUTION AND TACTICS
VIANEWS worked closely with the communications and marketing team, using Zoom Chat and Zoom meeting as the communication tool of preference, in a way to speed up internal processes like responses to media inquiries and approve briefing opportunities and local content. The LATAM PR work was centered in Brazil (hub LATAM team), responsible for the coordination of the program in all the LATAM countries.
The PR team provided 24/7 media monitoring, both for organic and earned coverage, and was ready to rapidly identify negative press and take action on it providing approved statements, asking for corrections or offering interviews with Zoom. One important thing was to provide the regional media with spokespeople that could have conversations in Spanish and Portuguese, as local language creates connection and contributes to relationship building. The interviews were 1to1 and to the most prominent LATAM media, and the journalists were provided with the most up-to-date and relevant information and news about Zoom prior to each interview.
With the goal of being pretty near and accessible to the LATAM media, VIANEWS provided the press virtually 2 times a week information about enhancements in security and privacy, updates on the platform, acquisitions, financial results, blogs and executive announcements to put Zoom and its executives permanently on their radar.
The PR program in the LATAM region was held by a team of 8 experienced PR professionals, most of them with over 30 years of expertise in communications, offering 24/7 support for Zoom.
- 25 media interviews
- 592 pieces of proactive coverage
- 148 monthly proactive coverage (average)
“What we saw in VIANEWS is an agency that truly understands the technology and business media landscape in Latin America. They’re experts in communications, results-oriented and always available. The launch of our collaboration was effortless and at the speed we required. We’re happy to be teaming up with VIANEWS.” Farshad Hashmatulla, International PR at Zoom Video Communications
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