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 one of the Big Things: Identify and embrace the assets at your disposal.
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"Now pay attention 007."
Nobody does it better than James Bond.
As the youngest of three boys, I’ve watched - and rewatched - Bond movies since my brothers introduced me to the films at a probably-too-young age. There’s so much to enjoy about Bond movies, including exotic locations, witty dialogue, fantastic casts of characters, and daring missions.
There’s a formula to Bond movies, and there’s one scene in every film that I always enjoy: after 007 receives his assignment he goes to Q Branch to get equipped with gadgets that will help him on his mission. You know: a Rolex watch that doubles as an electromagnet, plastic explosives disguised as a tube of toothpaste, or a ballpoint pen grenade.
Wait. What does James Bond and his awesome gadgets have to do with Communications?
Just as James Bond has the tools he needs to carry out each perilous mission, you can meet every communications challenge and opportunity by taking stock of - and making good use of - all the assets at your disposal.
While you might not have a fully armed Aston Martin DB5 or other cool gizmos, your organization has great tools that can help ensure communications success. It’s critical that you know what those assets are and make good use of them.
Take an inventory of your assets. Here’s a starter checklist:
What are the owned channels that you can use to reach audiences directly? Which social media platforms? How are you maximizing your website? Do you have a solid email list? Can you host webinars or conference calls with members, donors, and other key stakeholders?
Is your press list up-to-date? Are you able to share information with news outlets and journalists at a moment’s notice?
Which spokespersons can best talk about your organization and impact? Beyond your CEO, who are the leaders who can tell your story? Are there standout staff members who can enthusiastically share their work? Who has received media training?
Are there people outside your organization who can serve as validators and provide a positive perspective? Have you asked partners if they would be willing to speak with reporters?
Who else can help you tell a powerful and compelling story? Have you captured stories of people who your organization has supported? Can they record a video sharing their experience? Can they speak with the media or speak at an event? Do you have photos and b-roll that you can share externally, including with the media?
What else is available to help you demonstrate your impact? Are you capturing data that shows progress? Is there research conducted by your organization or by a third party that you can share?
There’s no single tool that ensures communications success. That’s why it’s so important to have a firm grasp of all the available assets. And don’t wait until the last minute to know what you have; that way you’ll be prepared to execute when you’re ready to make an announcement or when the next crisis arises.
Just as 007 visits Q before setting off on a mission, you can put yourself in a great position to succeed by understanding and embracing all of your communications tools.
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