We’ve now seen the brand statements. We’ve seen these companies, organizations and businesses fail and fail some more. (Un)fortunately, it has placed them under intense scrutiny. While it sucks right now, there’s a perfect opportunity to update your communications strategy.
Why the communications strategy, you ask?
Life is changing topics of discussion
Students, teachers, parents and tech professionals are having new discussions about topics that were previously taboo in the education sector. Topics such as anti-Black racism, policing in schools and capitalism have come to the forefront. Teachers have to learn how to navigate these topics and parents have to learn how to expand on them in discussion. So, this is an opportunity to better understand your company or organization’s connection to these topics.
To update your communications strategy is to recognize that something new is happening. You don’t have to burn everything to the ground and start over. Rather, you should evaluate if what you’re doing and what you’re saying is connecting with your target audience.
People are shifting their priorities
People are also using more technology to work and study from home. As a result, your target audience may have a different understanding of the role technology plays in their lives. This will impact the communications channels you use to send your messages. Also, it will impact how you position your brand to make those messages stick.
You may also have to tweak your messaging to reflect new norms, such as increased screen time, technology fatigue and cyber safety concerns. Observe your audience to understand how they talk about their problems now.
Feedback is the perfect pathway to update your communications strategy
Online surveys, polls, live discussions and open calls for feedback are just a few ways to get answers. These tactics lets your audience know that you’re serious about change. It shows people that your company is successful when your audience is heard. With such rich data that is available all year round, you can better align the communications tactics with business objectives and refine key messaging to reflect your company’s new commitments.
People are talking. They may not be saying what you like, but they’re talking.