I believe there are Seven Big Things you need to ensure great communications for you and your organization. Adhering to each of these seven principles can help you thrive during any communications opportunity or challenge.
In this post, I’ll expand on the last of the Big Things: Be ready for the unexpected and don’t panic. Establish protocols and processes ahead of time so you have a roadmap to navigate through the unexpected with confidence and calmness.
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Don't be like Kevin Bacon in Animal House: have a process to deal with unexpected challenges
We’ve talked about setting clear goals. Always highlighting your mission and values. Recognizing that you are your best spokesperson. Identifying and embracing all of your assets. Having clear, compelling and concise messaging. And knowing the audiences you need to reach and how to reach them.
So now it’s onward and upward. Smooth sailing ahead for all of your communications endeavors. Right?
Unfortunately, in spite of your meticulous planning, inevitably there will be obstacles.
How do you prepare for the unexpected?
What’s important isn’t predicting every possible curveball, but having solid processes in place so you can confidently - and calmly - meet any new challenge or seize any sudden opportunity.
Let’s say you’re set to publicly launch a major initiative. You’ve previewed it with key stakeholders and provided a handful of reporters with an embargoed copy of your announcement. The night before the embargo is lifted, part of your announcement has leaked and is now online. Reporters want to know if they can publish their story immediately.
Everything was going smoothly, but now you need to decide what to do - and fast. Keep the original announcement time or move things up?
Having established protocols in place is crucial for moments like this: by doing so, you already know who internally needs to immediately come together and you have a mechanism to convene and make decisions in real time.
Preparedness isn't just about crisis management. By having procedures in place, you can respond quickly and effectively to any situation.
In addition to helping you react to the unexpected, setting up processes fosters a culture of readiness within your organization and your Communications team. When everyone knows their role and responsibilities, you can work together seamlessly to address the issue at hand and minimize its impact on communications strategy and, ultimately, your reputation.
So, whether it's putting out fires or seizing opportunities, being prepared is key in communications. By establishing protocols and processes ahead of time, you have a roadmap to navigate through the unexpected with confidence and calmness.
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