Courtesy / Fluent IMC
Marnie Grumbach is the founder of Fluent IMC.
Updated: June 9, 2021
How To
How to adapt your communications plan during times of change
By Marnie Grumbach, Fluent IMC
This has been the time of the pivot. As leaders are adapting and finding innovative ways to cope with slashed budgets, reduced staff, declining revenues, increased demand for services or supplies and overwhelming feelings of unrest, they are also forced to examine how — and what — they communicate to the public. With all of these demands, communications may seem like a low priority. Think again.
If the past year has taught us anything, it’s that communications matter more now than ever before. Here are some ways you can you adapt your communications strategy.
1. Plan and prioritize
Maybe you’ve been taking things day-by-day, but don’t lose track of your long-term strategy while staying on top of short-term communications. Think about the past year. Were you too quick or too slow to communicate with your stakeholders as COVID was unfolding? Did your team feel prepared to write internal or public statements or address the media? Were you confident in the statements your leadership made (or didn’t) about social issues?
2. Stay visible
Now is not the time to go quiet. Engage with your colleagues, board members, volunteers and donors to stay top of mind, hold their attention and keep conversations going. These are audiences that are already invested in your organization and share in your mission. Transparent communication should be a top priority, even in the most chaotic of times, but don’t say something just to say something. Does your messaging inform, bring value or communicate your organization’s stance on important issues?
3. Be relevant
In times of crisis, we look for the pillars in our communities to guide us. Your members, donors and friends view you as a trusted resource and support your organization for a reason. What need can you meet that people in your community are lacking or, better yet, asking for?
For example, as COVID hit, Portland Buy Local was quick to move into action. Within the first week of businesses closing, it joined forces with organizations across the country to outline clear proposals pertaining to small businesses, many of which were ultimately reflected in the CARES Act. Portland Buy Local became a vocal advocate for local businesses to be able to ship products (and generate needed revenue) during the shutdown. The organization also shared business resources, publicized a group for business owners to share ideas, set up virtual town hall events with speakers including U.S. Sen. Angus King and developed window infographics for businesses to easily communicate COVID practices with guests.
4. Think proactively
You need to be ready to react as things change quickly, but that doesn’t mean you can’t be prepared for what might be ahead. Are trends beginning to emerge for the industries or people you serve? Can your organization serve as an expert to the media on a trending issue? Some well executed earned media efforts can go a long way toward increasing your visibility and reminding your audiences of your mission and values.
5. Embrace new channels of reaching your audience
Make sure you’re not losing opportunities to be in front of your target audience, which might look different than they have in the past. If in-person events have been your organization’s bread and butter, you’ve likely realized by now that you need to switch things up. We’ve seen great success with innovative webinars, online conferences, and even virtual happy hours to network with supporters. Consider who you’re trying to reach, where you’re likely to find them, and take inspiration from the virtual events that catch your attention as a consumer.
Whether you’re speaking up on big issues or positioning your organization’s value in a new way, revisiting — and likely adapting — your communications program now will help you be better prepared for your next communications opportunity.
Marnie Grumbach is the founder of Fluent IMC, an integrated marketing communications firm based in Westbrook. She can be reached at marnie@fluentimc.com.
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