Hey, did you know that it's an election year? We kid...
Even if you intentionally ignore politics, it's nearly impossible to avoid this current round of rhetoric and campaign messaging. And while many of us – okay, maybe most of us? – are tired of hearing what politicians have to say these days, it remains a fact that consumers want to hear from other leaders on issues impacting business, culture and society.
Which is all to say that Communications is a professional practice that's more important than ever – and the stakes are high. As a result, more comms teams are shaking up their media mix, turning away from earned media efforts to focus more on owned content that better controls brand narrative while offering a window into organizational or workplace culture.
But here's the thing: Adopting new channel strategies and making moves toward better transparency are just starter steps for modern comms planning. The real work comes when it's time to decide what to say and how to say it. And backing up those cogent words with thoughtful actions is something that requires real expertise and savvy.
Not sure where to start? Hire a communications strategist who can show you how to talk about your brand values in good times and bad. And in the meantime, check out our top three tips on how to build unity during divisive times.
1) Develop a strategic communications matrix. This will help you anticipate scenarios – crises included – where you'd be at the center of a meaningful response, or might be called upon to enter the conversation as part of a group. Plan and prepare well before a situation's right in front of you.
2) Examine your value and values. What do you stand for? Know what matters to you most and make plans to spotlight what you cherish or champion. That might mean creating always-on messages to showcase your values in good times, and then delivering value to your communities when they're facing hardship. Think now about the core services, assistance or information you could provide to become truly helpful in times of need.
3) Prove your dedication time and time again. Today, it's not enough to say you support something with a social media post or a press release. In fact, doing that alone can backfire. The public wants to see your receipts, so it's critically important to regularly showcase how you're contributing to causes, addressing issues and supporting communities closest to your brand. This is a year-round effort that requires attention to message AND medium. And BTW – if you're only trumpeting your "support" for one month of the year or reactively because of a crisis, it's a sign that you may want to re-evaluate more than just your communications strategy.
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