Public relations and communications professionals are most popular during times of stress. When rhythms are off and out of synch, organizations rely on expertise to develop thoughtful messages, navigate crises, and chart clear paths forward. But, when there are lulls in turbulence, the value of public relations is often overlooked; or worse, mistakenly reduced in budgets, […]
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Public relations and communications professionals are most popular during times of stress. When rhythms are off and out of synch, organizations rely on expertise to develop thoughtful messages, navigate crises, and chart clear paths forward. But, when there are lulls in turbulence, the value of public relations is often overlooked; or worse, mistakenly reduced in budgets, which sets the stage to fall behind the next time something goes wrong.
This dance can be made much smoother when the music has been written. No matter how big or small your team may be, having a solid communications plan and strategy in place is integral to long-term success. It provides everyone with a map to follow when opportunities for your business are abundant, as well as during stressful times. With just a few minor adjustments, the organization will stay in tune. And in quieter times, this active, ongoing strategy continues to generate positive momentum.
The most-effective communications plans set expectations through measurable metrics and if you dread long-term planning, start by thinking about what may be cyclical. Whether your organization measures time by calendar or fiscal year, chances are at least a portion of what you work on happens in semi-regular intervals. Go month-by-month and identify deadlines to help inform external communications. For example, do you hold an annual meeting, or perhaps an annual golf tournament? Think about the purpose of these events and activities. If they’re designed to promote your business, generate new customers or growth in some way, incorporate these elements into your communications plan. Including these details will inspire action that will make other aspects of planning the events run more efficiently and generate ideas that could raise your organization’s visibility through potential press coverage — in addition to numerous other benefits.
Organization goals are another layer to building a solid communications strategy. Ask yourself what your company does well, and where it might benefit from improvements. Expand the lens out to examine the industry you represent. Are there external factors that pose threats? What about anticipated obstacles to overcome? Document these elements and refer back to them once per quarter. As you make improvements and things ebb and flow, you may find that your organization’s strengths grow, or that items previously identified as threats become opportunities for success.
And, if you have a proactive ongoing communication strategy in place as you are evaluating and adapting within your organization and your industry, you become well-positioned to serve as a thought leader in your industry, with local news media, or even national news media.
From an internal-communications perspective, there are benefits to inviting employees to be part of these conversations. Opening lines of communication by getting their thoughts on what is working well for them and what they may not like as much will provide you with valuable insight. Practically, you may also learn how they would prefer to receive information from the company and how often they’d like to hear from you.
In the short-term, asking questions like this will help you gain trust, build morale, and foster a familial “we’re all in this together” culture among employees. In the long-term, this approach will help you establish ambassadors to amplify your company’s message(s) and mission.
The phrase “No news is good news” might be true when you’re anticipating medical-test results, an expensive bill from the car mechanic, or the renewal fate of your favorite TV show, but when it comes to communications and public relations, this is a myth. When there is seemingly “no news” to share within your organization, this is the best time to reconnect with your communications experts.
Alice Maggiore is a consultant for Strategic Communications, LLC and serves as director of communications for the Downtown Committee of Syracuse. Syracuse–based Strategic Communications (www.StratComLLC.com) says it provides trusted counsel for public relations, including media strategy, media outreach, media monitoring, and analysis.