We are in a time of intense change – with the Covid pandemic, Black Lives Matter, the economy, education, food, housing and other factors causing tremendous societal upheaval.
Studies show that organizations which adroitly change with the times are more likely to succeed. And disciplined communications are always at the core of their activities.
As you plan for the next six to 18 months, please consider the following recommendations when creating communications materials for your company, non-profit or governmental entity.
- Many organizations are announcing what they are going to do to respond to racism. Their actions will be extremely important. However, stop talking (and promoting) what you are GOING to do and start DOING it. #StopTalkingStartDoing
- Every communications program has to be more than just words. It must reflect the actions which went before and come after. Align materials with activities, values and conduct.
- In this “new-normal” world, communicating change in a clear, concise, consistent and coordinated manner is the most important activity to ensure future success.
- Concentrate only on a few key points in each communiqué so the audience can best absorb the information. Too much copy means key points will get lost in the clutter.
- Keep messaging short, focused and on point while increasing communications frequency.
Dealing with change is always hard. And communicating during this massive disruption is even harder. By adhering to these concepts, organizations can more effectively address stakeholders’ needs and help audiences better understand how its products or services benefit them.