COVID-19 | Now What? – Cision Global Media Insights

CISION GLOBAL MEDIA INSIGHTS
COVID-19 | NOW WHAT?
MARCH 23RD, 2020

COVID-19 – NOW WHAT?
INTRODUCTION
WHEREAS:
▪ China is 7-8 weeks ahead of the western world in terms of its epidemic stage
▪ China has “flattened the curve” of the pandemic’s growth while other parts of the world continue to
experience a pandemic surge; and
▪ Traditional and social media simultaneously and uniquely reflect and shape public opinion in China
and around the world
THEREFORE:
▪ Traditional and social media are useful gauges of what’s happening now and the patterns that will
continue to emerge in the future
▪ We must apply rigorous analysis against global and national journalistic and social media content
to uncover insights into the pandemic and revelations upon which to plan and execute
business/communications decisions going forward
▪ As the volume and velocity of Covid-19 news, commentary and conversations in the media subside,
the vacuum presents possibilities for alternative topics, some of which may be fulfilled with
proactive – even fun - content which may seem inappropriate in the current environment

SCOPE & METHODOLOGY
CHINA
THIS IS AN ANALYSIS FOCUSED ON CHINA MEDIA SCOPE METRICS / EARNED MEDIA VISIBILITY
20.000+
TRADITIONAL PRINT, ONLINE & TV MEDIA.
+ MAIN SOCIAL CHANNELS:
WECHAT & BAIDU
MEDIA VISIBILITY = GROSS REACH
POTENTIAL THAT INDIVIDUALS ARE EXPOSED TO AN
EARNED MEDIA MESSAGE (NOT UNIQUE)
CORONAVIRUS COVID-19 GLOBAL CASES BY THE
CENTER FOR SYSTEMS SCIENCE AND ENGINEERING
(CSSE) AT JOHNS HOPKINS UNIVERSITY (JHU)

MANAGEMENT SUMMARY
1. COVID-19 INFECTION DECLINE = TURNING POINT & DECLINE OF COVID-19 COVERAGE
▪ AS THE PANDEMIC COMES UNDER CONTROL THE FOCUS OF TRADITIONAL AND SOCIAL MEDIA MOVES AWAY FROM COVID-19 THUS
CREATING A VACUUM FOR ALTERNATIVE THEMES
2. WESTERN COUNTRIES ARE ~ 10 DAYS AWAY FROM THE TURNING POINT
▪ PREPARE NOW: THE MEDIA AGENDA WILL OPEN UP WHEN NEW INFECTIONS DECLINE. ORGANIZATIONS, BRANDS AND THE
PROFESSIONAL COMMUNICATORS WHO REPRESENT THEM SHOULD PLAN FOR A RETURN TO NORMALCY AS SOON AS INFECTIONS
DECELERATE, INCLUDING ENTERTAINING, DIGITAL COMMUNICATION FORMATS THAT MAY SEEM INAPPROPRIATE NOW
3. USE PHASE AFTER THE TURNING POINT TO FIGHT THE VIRUS AND SPREAD YOUR (POSITIVE)
MESSAGES
▪ IN CHINA, WE OBSERVE FOUR PHASES, THE FOURTH OF WHICH LIES AHEAD. IN PHASE III, A 6+ WEEKS WINDOW OF OPPORTUNITY
CREATES AN OPENING TO TEST NEW THEMES AND DIGITAL FORMATS
▪ RECOMMENDATION: PROVIDE YOUR CUSTOMERS WITH OPPORTUNITIES TO EXPLORE CONTACTLESS BUSINESS WITH YOU
4. NO “BACK TO NORMAL” – COVID-19 ENFORCES NEW FORMS OF COMMUNICATION FOR AT LEAST THE
NEXT 12 MONTHS
▪ CORPORATE CITIZENSHIP TOPICS APPRECIATED BY READERS AND MEDIA
▪ REDUCE CLASSICAL CORPORATE TOPICS TO MINIMUM
▪ IMPORTANT: USE TIME TO CREATE NEW, DIGITAL COMMUNICATIONS FORMATS FOR PHASE AFTER THE TURNING POINT (PHASE III)

− ITALY: 4-6 WEEKS BEHIND CHINA
− GERMANY AND USA: 6-8 WEEKS BEHIND CHINA
GLOBAL COVID-19 INFECTIONS
CHINA IS 7-8 WEEKS AHEAD OF WESTERN WORLD
MARKETS
CHINA VS.
REST OF WORLD
UNIVERSE
ALL COVID-19 TRACKED
INFECTIONS
PERIOD
JAN 1ST, 2020
- MARCH 23RD, 2020
DATA
NUMBER OF TRACKED
INFECTIONS
0K
50K
100K
150K
200K
250K
300K
MEDIA REACTION/PATTERNS FROM CHINA CAN BE USED TO
[POTENTIALLY] FORECAST RESPONSE IN WESTERN MARKETS
TOTAL COVID-19 INFECTIONS BY REGION / MARKETS
WE ARE
HERE
7-8 WEEKS
BEHIND CHINA
► EPIDEMIC-STAGE OF WESTERN COUNTRIES
► JAN ► FEB ► MAR ► APR
1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK 1 WEEK
# COVID-19 INFECTIONS
CHINA:
INFECTIONS
REST OF WORLD:
INFECTIONS

− AS THE PANDEMIC COMES UNDER CONTROL THE FOCUS OF TRADITIONAL AND SOCIAL MEDIA MOVES AWAY FROM COVID-19 THUS CREATING A VACUUM FOR
ALTERNATIVE THEMES
COVID-19 INFECTIONS VS. MEDIA COVERAGE
INFECTION DECLINE = TURNING POINT & DECLINE OF COVID-19 COVERAGE
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
0K
10K
20K
30K
40K
50K
60K
70K
80K
90K
100K
TOTAL COVID-19 INFECTIONS VS. MEDIA VISIBILITY | CHINA
2.17
Minority
enterprises
started
return to
work
2.20
Superspreaders
in Korea
MARKETS
CHINA
UNIVERSE
INFECTIONS
ALL COVID-19 RELATED MEDIA
COVERAGE
PERIOD
JAN 1ST, 2020
- MARCH 23RD, 2020
DATA
NUMBER OF TRACKED
INFECTIONS
MEDIA VISIBILITY
(GROSS REACH)
TURNING POINT = SLOW-DOWN OF NEW INFECTIONS
ROOM FOR NEW TOPICS &
COMMUNICATION FORMATS
10 DAYS
HEADSTART
# COVID-19 INFECTIONS MEDIA IMPACT
COVID-19 INFECTIONS
IN CHINA
MEDIA COVERAGE ON
COVID-19 IN CHINA

− PREPARE NOW: THE MEDIA AGENDA WILL OPEN UP WHEN NEW INFECTIONS DECLINE. ORGANIZATIONS, BRANDS AND THE PROFESSIONAL
COMMUNICATORS WHO REPRESENT THEM SHOULD PLAN FOR A RETURN TO NORMALCY AS SOON AS INFECTIONS DECELERATE, INCLUDING ENTERTAINING,
DIGITAL COMMUNICATION FORMATS THAT MAY SEEM INAPPROPRIATE NOW
COVID-19 INFECTIONS VS. MEDIA COVERAGE
WESTERN COUNTRIES ARE ~ 10 DAYS AWAY FROM THE TURNING POINT
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
0K
10K
20K
30K
40K
50K
60K
70K
80K
90K
100K
WE ARE ~ 10 DAYS AWAY
FROM THE TURNING-POINT
MARKETS
CHINA
UNIVERSE
INFECTIONS
COVERAGE
PERIOD
JAN 1ST, 2020
- MARCH 23RD, 2020
DATA
NUMBER OF TRACKED
INFECTIONS
MEDIA VISIBILITY
(GROSS REACH)
# COVID-19 INFECTIONS MEDIA IMPACT
COVID-19 INFECTIONS
IN CHINA
MEDIA COVERAGE ON
COVID-19 IN CHINA

− IN CHINA, WE OBSERVE FOUR PHASES, THE FOURTH OF WHICH LIES AHEAD. IN PHASE III, A 6+ WEEKS WINDOW OF OPPORTUNITY CREATES AN OPENING TO
TEST NEW THEMES AND DIGITAL FORMATS
− RECOMMENDATION: PROVIDE YOUR CUSTOMERS WITH OPPORTUNITIES TO EXPLORE CONTACTLESS BUSINESS WITH YOU
PHASES OF MEDIA COVERAGE | COVID-19
USE PHASE III TO FIGHT THE VIRUS AND SPREAD YOUR (POSITIVE!) MESSAGES
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
0K
10K
20K
30K
40K
50K
60K
70K
80K
90K
100K
TURNING
POINT
PHASE I
DETECTION
PHASE II
PREPARATION & PREVENTION
PHASE III
CONTAINMENT, MITIGATION & DAMAGE CONTROL
PHASE IV
RECOVERY & REPAIR
6+ WEEKS
WINDOW
6+ MONTHS
WINDOW
MARKETS
CHINA
UNIVERSE
INFECTIONS
COVERAGE
PERIOD
JAN 1ST, 2020
- MARCH 23RD, 2020
DATA
NUMBER OF TRACKED
INFECTIONS
MEDIA VISIBILITY
(GROSS REACH)
COVID-19 INFECTIONS
IN CHINA
MEDIA COVERAGE ON
COVID-19 IN CHINA

− PHASE II: ONLY TOPICS AROUND COVID-19 WILL BREAK-THROUGH
− PHASE III: A LOT OF ROOM FOR NEW TOPICS
DOMINANCE OF COVID-19 COVERAGE
PHASE III SEEKS POSITIVE, ENTERTAINING CONTENT [BEYOND VIRUS DISCUSSION]
PHASE II
SHARE OF COVID-19 COVERAGE
PHASE III
SHARE OF COVID-19 COVERAGE
MARKETS
CHINA
UNIVERSE
ALL MEDIA COVERAGE IN
CHINA
PERIOD
FEB 17TH, 2020
- MARCH 23RD, 2020
DATA
MEDIA IMPACT
OTHER TOPICS
43%
OTHER TOPICS
61%
COVID-19 RELATED TOPICS
57%
COVID-19 RELATED TOPICS
39%
+18pp

LEARNINGS
NO “BACK TO NORMAL” – COVID-19 ENFORCES NEW FORMS OF COMMUNICATION
PHASES MEDIA & AUDIENCE CORPORATE COMMUNICATIONS MANAGEMENT COMMUNICATIONS PRODUCT COMMUNICATIONS
PHASE I: DETECTION NO CHANGES
PHASE II
PREPARATION &
PREVENTION
• MEDIA AND READERS
IN CRISIS-MODE
• MAJORITY OF TOPICS
COVID-RELATED
• CORPORATE CITIZENSHIP TOPICS APPRECIATED BY
READERS AND MEDIA
• REDUCE CLASSICAL CORPORATE TOPICS TO
MINIMUM
• IMPORTANT: USE TIME TO CREATE NEW, DIGITAL
COMMUNICATIONS FORMATS FOR PHASE III
MANAGEMENT PLATFORMS:
• LEADERSHIP
• TRANSPARENCY, REASSURANCE AND
AFFIRMATION
• CORPORATE CITIZENSHIP
IMPORTANT:
• ALL PRODUCT COVERAGE SHOULD BE MOVED TO
PHASE III
• CHANNEL-LOAD PHASE III
• CREATE NEW, DIGITAL COMMS FORMATS FOR
PHASE III
PHASE III
CONTAINMENT,
MITIGATION &
DAMAGE CONTROL
• INCREASING
ALLOWANCE FOR
NON-CORONA
COVERAGE
• PEOPLE IN
QUARANTINE WITH
TIME FOR NEWS
CONSUMPTION
• CONTINUE TO FOCUS ON CORPORATE CITIZENSHIP
TOPICS
• LEADERSHIP
• TRANSPARENCY, REASSURANCE AND
AFFIRMATION
• CORPORATE CITIZENSHIP
• RUN NEW, DIGITAL FORMATS
• PROVIDE YOUR CUSTOMERS WITH ALTERNATIVE,
NEW FORMATS
• PROMOTE DIGITAL CAR SALES: CONTACTLESS
BUSINESS WILL BE TRENDING
PHASE IIII
RECOVERY & REPAIR
• LESS TIME FOR NEWS
CONSUMPTION
• BACK TO WORK
• “RESTART / REBOOT” TOPICS: START OF
PRODUCTION, SALES, ETC.
• FOCUS ON THE POSITIVE OUTCOMES OF THE CRISIS
• STRONGER OUT OF THE CRISIS
IMPORTANT: THERE IS NO BACK TO NORMAL FOR
PRODUCT COMMUNICATIONS!
• CLASSICAL DRIVE EVENTS, SHOWS & BRAND
EVENTS LIMITED FOR NEXT 12 MONTHS.
• INDIVIDUAL TEST-DRIVE OPPORTUNITIES ON THE
FOREFRONT

PHASE II
COVID-19
LEARNINGS FROM CHINA

CORPORATE CITIZENSHIP TOPICS TO FIGHT THE VIRUS WITH GREAT OPPORTUNITIES IN PHASE II & III COMMUNICATIONS
CHINESE TECHNOLOGY ENTERPRISES HELP THE
GOVERNMENT BY USING BIG DATA TO ACCURATELY
PREVENT AND CONTROL THE SPREAD OF PNEUMONIA
CAUSED BY THE 2019-NCOV
▪ The Baidu Map application updates real-time road closure
information and population density at public places to help
the public avoid crowded places
▪ Mobile operators and technology firms are supporting the
prevention and control of the epidemic with the help of
information technology, according to the ministry.
▪ Chinese online food delivery and ticketing platform Meituan
Dianping has started offering online inquiry services on
fever clinics and designated hospitals, with information
concerning 103 locations nationwide
AROUND ME CHINA OVERVIEW
PHASE II | LEARNINGS CHINA
TECH FOR GOOD: CHINESE TECH COMPANIES HELPED TO MITIGATE THE VIRUS
THESE MAPS
ARE TRACKING
COVID-19 IN
NEAR-REALTIME

LINCOLN CHINA RELEASED MORE SERVICE ITEMS
AND TIPS TO CUSTOMERS DURING THE OUTBREAK
LEARNING: AVOID PRODUCT-FOCUSED COMMUNICATIONS IN PHASE II
RECOMMENDATION:
ALL PRODUCT COVERAGE
SHOULD BE MOVED TO
PHASE III
CURRENTLY LOW AWARENESS/
ACCEPTANCE FOR ANY SALES-LINKED,
PRODUCT-FOCUSED COVERAGE

Laoxiangji, the biggest Chinese-style fast food chain brand
in Anhui Province, expanded brand influence via multiple
social activities during the spread of pneumonia caused by
the 2019-nCoV.
▪ With mandatory in-house quarantine after the outbreak, fast
food faced tremendous pressure (as reported). However, in
the beginning of February, the CEO of Laoxiangji tore up a
joint letter by the employees “who were willing to give up
salary due to the crisis”.
▪ With the positive shift about the pandemic in China,
Laoxiangji launched a 2020 Strategy conference via a 10-
minute humorous video in mid-March. CEO Shu Congxuan,
claimed the goal included establishing a higher sanitation
standard for Chinese fast food and accelerating the speed of
switching from a provincial brand to a cross-country brand.
CEO TORE UP
THE JOINT
LETTER
LAOXIANGJI’S
2020 STRATEGY
CONFERENCE
A CHINESE FAST FOOD COMPANY LIFTS ITS BRAND IMAGE DURING THE OUTBREAK
PHASE II: IMPORTANT TIME FOR CEO POSITIONING (E.G. LEADERSHIP, VALUES, ETC.)
PHASE III: HUMOR AND POSITIVITY CAN WORK OUT WELL IN THIS PHASE

PHASE III+
COVID-19
LEARNINGS FROM CHINA

Case Study: considering the influence of the epidemic, majority car manufacturers delayed work resumption – Toyota, BMW, Volkswagen, etc.
postponed work resumption till February 17.
However, on February 6, Beijing Benz began to apply for resumption of work in advance, which was triggered much more discussions on
Chinese social media, commenting that “Mercedes’ request is selfish, should obey the government’s delayed work resumption requirements”.
Besides, the recalls & product quality of Mercedes brand was also co-mentioned and criticized by netizens.
PHASE III+ | LEARNINGS CHINA
START WHEN ITS SAFE: RESUMPTION OF BUSINESS OPERATIONS IN CHINA
IMPORTANT FOR ALL TOPICS IN PHASE III: HEALTH FIRST

Considering the spread of coronavirus, many food-related business applied contactless service from in-store ordering to contactless delivery
offline.
Fast food brands, including KFC and McDonald’s, remained open stores without too much impact. Apart from the fact fast food is more
convenient for delivery, the standout reason is that the mobile ordering service of KFC and McDonald's is quite good.
Meituan delivery launched "contactless delivery" by end of January, and quickly achieved nationwide coverage. When placing an order, the
user can negotiate with the rider about a specific place to place the goods. For the delivery of food in the hospital area, it is delivered by the
non-contact equipment such as the food cabinet. Since then, many local life service platforms have launched similar measures.
LEARNINGS CHINA
THE CONTACTLESS SERVICE IS THE NEW TREND
DELIVERY RIDERS KEEP “CONTACTLESS” IN STORES DELIVERY RIDERS WILL TAKE THEIR TEMPERATURE EVERYDAY
RETHINK PROCESSES AND MAKE YOUR COMPANY AS CONTACTLESS AS POSSIBLE. E.G. CAN YOUR CUSTOMERS DO
DIGITAL BUSINESS WITH YOU?

Online launch or online marketing grab attention
Facing the cancellation of the Geneva Motor Show due to the coronavirus, several major car brands (VW, BMW, MB, Porsche, Polestar, etc.) choose
to launch new models exclusively online. Online launch not only enables transmission of first-hand information, but also has the advantage of real-
time interaction.
China is a market in which digitalization is developing most rapidly and is widely accepted. Major carmakers have gotten even more creative in the
market, trying to do as much as possible online, including sales, model launches and press conferences (e.g. Chinese dealers have chosen to sell
their cars via livestreaming during epidemic).
VW ONLINE PRODUCT LAUNCH BY LIVE VIDEO A LOCAL AUTO BRAND’S ONLINE SALE BY LIVE VIDEO
PHASE III+ | LEARNINGS CHINA
DIGITAL LAUNCHES & MARKETING WITH NEW DOMINATING POSITION
DIGITAL COMMUNICATION FORMATS FOR PHASE III NEED TO BE DEVELOPED NOW!

COVID-19 | Now What? – Cision Global Media Insights

COVID-19 | Now What? – Cision Global Media Insights

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