Comunicación emocional: La clave para conectar en tiempos inciertos

The power of emotional communication in times of uncertainty

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We live in an era where uncertainty seems to be the norm. Economic crises, international conflicts, dizzying technological changes… And in the midst of all this, companies face a big challenge: how to connect with their audience when the world is changing at an unpredictable pace?

This is where emotional communication comes into play. More than conveying information, it is about connecting, building trust and creating a genuine bond with customers, employees and stakeholders.

Because when everything is uncertain, the only thing that is certain is that people are looking for brands with purpose, empathy and transparency.

 

Emotional communication: the glue that binds brands to their audience

 

Companies that ignore emotional communication end up sounding robotic, cold and irrelevant.

According to a Harvard Business Review study, brands that generate a strong emotional connection with their customers can double their loyalty and increase their lifetime value by 52%.

But it’s not just about emotion for emotion’s sake. The key is to communicate with authenticity and empathy, adapting the message to the times.

This is where a PR agency in Madrid can make a difference, helping you to design strategies that resonate with your audience.

 

How well-applied emotional communication can strengthen your brand

 

When the environment is uncertain, companies must speak to their audience in a clear, human and approachable way. A well-structured global strategic communication makes it possible:

 

  • Generate trust in times of crisis.

 

  • Humanise the brand, showing that there are real people behind it.

 

  • Differentiate from the competition with authentic messages.

 

  • Build long-term relationships, based on values and transparency.

 

If we look at big brands, we find clear examples of effective emotional communication.

During the pandemic, companies such as IKEA and Coca-Cola did not focus on selling, but on transmitting messages of hope and closeness. Result: they strengthened their bond with the public and maintained their relevance at a critical time.

 

Common mistakes in times of uncertainty (and how to avoid them)

 

Sometimes, companies make mistakes that can cost them dearly. Here are some of the most common ones:

 

  • Feigning empathy: The audience immediately detects when a message is forced. It’s not about riding an emotional trend, it’s about being authentic.

 

  • Avoiding the issue out of fear: Ignoring reality is not a strategy. If your company is going through a difficult time, it is better to address the situation with transparency.

 

  • Not listening to the audience: Communication is not a monologue. Listening to the public’s concerns and responding with concrete solutions is key.

 

To learn more about how to deal with crises through effective communication, I recommend this article on Crisis management in Public Relations in the digital era.

 

Key strategies for applying emotional communication in your company

 

Communicating in good times is not the same as communicating in times of crisis. If there is uncertainty, the message must reflect calm, confidence and commitment to the audience.

 

Use real, relatable stories

 

Stories connect more than data. Sharing testimonials from employees, customers or success stories can generate a much stronger emotional impact.

 

Use the right channels

 

Social media, email marketing and corporate videos are key tools for effective communication. Good global strategic communication will help you choose the best channels.

 

Don’t be afraid to show vulnerability

 

Brands that acknowledge their mistakes and deal with them transparently are more trustworthy. An honest communication can be more valuable than a multi-million dollar advertising campaign.

 

Ensure consistency across all touch points.

 

From customer service to online messaging, emotional communication must be consistent across all channels.

 

Emotional communication is not optional, it is essential

 

Companies that know how to communicate with empathy and authenticity in difficult times are the ones that win public loyalty. It’s not just about selling, it’s about building real and lasting relationships.

If you need help designing an emotional communications strategy to drive your brand forward in these uncertain times, at  FinzelPR we can help you develop a bespoke plan.

Don’t let uncertainty define your communication. Contact us with no obligationand let’s get your message across to those who really matter.

Cómo el video marketing impulsa tu estrategia de comunicación

The importance of video marketing in communication strategies

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If a picture is worth a thousand words, imagine what a well-made video is worth.

 In a world where attention lasts less than a cup of hot coffee, video marketing has become the king of communication strategies. A post on networks or a blog article is no longer enough (although, mind you, they are still important). To impact, connect and convert, video is your best ally.

Still doubting whether you should include it in your strategy? Then get ready, because after reading this, you’ll be ready to hit the “record” button.

 

Video marketing: from entertainment to strategic communication

 

If you think that videos are just for influencers dancing on TikTok or cats being cute, we have news for you.

Ninety-one percent of companies already use video marketing as part of their communication strategy, and it’s not on a whim. According to HubSpot, 86% of consumers would rather watch a video about a brand than read an article or publication.

The reason? Video captures attention, builds trust and, above all, allows you to convey messages quickly and effectively. In one minute of video, you can tell what it would take you 10 minutes to explain in text. And in a fast-paced world, that’s pure gold.

 

How video marketing boosts your communication strategy

 

A well-made video is not just a pretty add-on, it is a key tool within a solid communication strategy. And this is where a comprehensive public relations agency can make the difference. Let’s look at why video is so powerful:

 

  • Generates more engagement: Publications with video receive up to 10 times more interactions than those without audiovisual content.

 

  • Improves conversion: A video on a landing page can increase the conversion rate by 80%.

 

  • Facilitates brand recall: 95% of the message in a video is retained, compared to 10% in text.

 

  • Increases organic reach: Platforms prioritise videos in their algorithms, especially on social networks.

 

If you think about it, it’s as if video were the secret superpower of digital communication.

 

Types of video every business should use

 

Before you run off and shoot anything with your mobile phone, let’s talk about the types of videos that really work as part of a communication strategy:

 

Corporate videos

 

No stiff speeches with executives in suits. A good corporate video shows the essence of your brand, your team and your values in an authentic and engaging way.

 

Interviews and testimonials

 

Trust sells. If you have satisfied customers, put them in front of the camera and let them tell about their experience.

 

Educational content and tutorials

 

If your company has valuable knowledge, share it in educational videos. There’s no better way to demonstrate authority in your industry.

 

Videos for social networks

 

Short, dynamic and with a good hook in the first 3 seconds. Example? Instagram reels or YouTube Shorts are taking the world by storm.

 

Streaming and live

 

Live streams generate 27% more viewing time than pre-recorded videos. They also create a sense of closeness with the audience.

However, it’s not just about making videos for the sake of making videos. You need a well thought-out strategy. And this is where media relations play a key role.

 

Video marketing and PR: an unbeatable combination

 

Video marketing and PR are not worlds apart. In fact, combined they can achieve an even greater impact. A good video can become a powerful communication tool to:

 

  • Increase brand awareness in digital and traditional media.

 

  • Support PR campaigns with attractive visual content.

 

  • Positioning company spokespersons as leaders in their sector.



If you have a start-up or a growing business, leveraging PR can make all the difference.

Here is an interesting article on how start-ups can benefit from PR.

 

How to get started with video marketing in your company?

 

If after all this you are convinced, but you don’t know where to start, here are some basic tips:

 

  • Define your objective: Do you want to increase the visibility of your brand, capture leads or build customer loyalty?

 

  • Create valuable content: Don’t make videos just for fashion, they must provide something useful to your audience.

 

  • Adapt the format to each platform: A video for YouTube is not the same as a video for TikTok or LinkedIn.

 

  • Take care of the quality: You don’t need Hollywood equipment, but you do need good audio and lighting.

 

  • Measure and optimise: Analyse what type of content works best and adjust it according to the results.


If you want a well-designed strategy aligned with your objectives, contact us here and we will help you integrate video marketing into your communication plan.