As the adage goes: May you live in interesting times. “Interesting,” of course, is generally understood to be ironic, a euphemism for “full of change” or “steeped in upheaval” or even, for many, “unsettling.”
In the U.S., we are indeed living in interesting times. Changes — often sweeping, frequently confusing — are coming at us by the day, by the hour and sometimes, it seems, by the minute.
Many corporations, nonprofits, arts groups, educational institutions and other organizations are at a loss over how to communicate during these tricky times, or whether to communicate at all. You’ll need to think carefully before weighing in on controversial issues, but there is real value in communicating with the audiences that matter most to you — even if it’s just to say, essentially, “We’re trying to figure this out. You’re important to us, and we will share more as we know more.”
The practical impact of change is one of the most important things organizations must anticipate, analyze, plan for and communicate about. Whether your business is providing much-needed social services, manufacturing products or delivering professional services, your mission-critical audiences deserve to hear from you, to understand what you think.
Most organizations understand that in times of confusion and concern, communicating with care, compassion and consistency can reduce anxiety and deepen relationships with their customers and prospects.
To help guide you in these difficult but crucial communications, here are seven action steps to ensure you maintain and build important relationships with your customers, prospects, funders, employees, investors, suppliers, vendors and many others.
- Use clear and consistent messaging: Create opportunities to communicate your organization’s mission, purpose and values, which remain steadfast regardless of societal changes.
- Be transparent and truthful: Be open about the potential impact on your organization — and its stakeholders — from the many far-reaching changes afoot.
- Communicate consistently through multiple channels: Develop a cadence for communicating during tough times and utilize multiple channels. Stick to it for as long as uncertainty remains.
- Become active listeners: Communicating is a two-way street. Commit to listening and learning and let them inform how you communicate going forward.
- Tailor messages to each audience: Craft clear, consistent and compelling messages that address the needs and expectations of mission-critical audiences.
- Pay attention to your revenue streams: Access to money matters to every organization, especially when they’re feeling unsure what the future holds. Nonprofits should ramp up communications with current and prospective donors. Manufacturers, professional services firms and other organizations should do the same with clients/customers and prospects.
- Shine a light: With interest levels heightened, use the current climate of uncertainty as an opportunity to showcase organizational accomplishments.
There is no “one-size-fits all” solution for today’s remarkably unpredictable environment. Your marketing team should develop and implement your outreach strategy, and the entire organization should be kept informed about what is happening.
One final piece of advice: Resist the urge to become the “voice of the resistance” — unless, of course, that is your organizational mission and purpose.
The past month has been marked by rapid and widespread change, and there is almost certainly much more to come, which will prolong the emotion-charged environment.
While things may feel out of control, there are still many things within your purview: Commit to making clear-headed decisions about what, when and how you communicate. Develop and stick to a plan. Measure and monitor reactions and adjust accordingly.
Even in the face of sometimes disorienting change, let clear and authentic communication provide the stability that steers your organization through.
