The Right Message at the Right Time. Please.

“Chances are you’ve gotten a steady stream of emails from companies and organizations over the last month outlining their response to the coronavirus (COVID-19) pandemic. The right messages don’t just add to the noise; they calm, explain, inform, and even save lives. But much of what we’ve received would be greatly enhanced if anchored in simple communications basics: What do we need to communicate to whom and for what purpose?

We thought it was the right time to lift up some of our tried-and-true tips and free tools to provide resources both for crisis communications planning and for communications strategies beyond the crisis. Hopefully this post will help alleviate anxiety, increase your capacity, and help you mobilize for your cause.” – R. Christine Hershey

Strategic Communications in Times of Crisis

(Find it in Chapter 4 of our Communications Toolkit)

Crisis communications is about finding opportunity in unexpected situations. A strategic, well-coordinated approach can go a long way across all departments of your organization.

Assemble a crisis management team to centralize your response and all related decision-making.
Designate spokespersons to deliver your messages. Keep in mind that a different messenger may be warranted for different audiences.
Communicate honestly, thoughtfully, and in a timely fashion. Any information you choose to share should be specific, clear, and consistent.
Equip your “front line” staff with instructions and talking points so everyone is clear about their roles and able to speak with one unified voice. This includes program staff and volunteers and also applies to the messages you post on social media.
Be prepared with alternative means of communicating should your normal channels become inaccessible.
Check in with your audiences and make adjustments based on how your needs – and their needs – change as the situation evolves.

Lead With Strategy – Build or Refine a Communications Plan

(Find it in Chapter 2 of our Communications Toolkit)

Now is the time to be adaptable, strategic, and resourceful. Chances are you’re already making adjustments to how you deliver programs and finding new ways to engage your supporters. Your communications strategy needs to be just as flexible. If your organization already has a communications plan, this is an important time to revisit your activities to ensure that you’re focusing on the right priorities, being responsive to the needs of your community, and matching your plans to your current capacity. This is also the perfect opportunity to think through what – and how much – your audiences need to hear from you right now.

Your plan – even new versions mapped out in times of crisis – serves as the communications road map for achieving and amplifying your organization’s overall objectives. As you map out the strategies (approaches) and tactics (activities) that will help you reach your communications goals, be sure to identify your key audiences and tailor your approaches to each group.

Utilize Social Media for Effective, Responsible Communications

(Find it in Chapter 4 of our Communications Toolkit)

Our current situation only reinforces how social media plays a vital role in connecting directly to the communities we serve. From sharing time-sensitive updates to providing creative ways to engage in your mission online, each social media platform has the potential support your goals.

Listen first so you’re tuned into the needs of your audiences.
Focus on the platforms that enable you to reach the right people.
Make your content easy to share. Make your posts relevant, engaging, and use hashtags to connect to larger conversations taking place.
Monitor and assess your activities so you can build on successes, adjust as needed, and be responsive when people reach out to you.

Maintain Strong Internal Communications

(Find it in Chapter 3 of our Communications Toolkit)

As your organization continues to be tested from every angle, it’s imperative to have a sturdy infrastructure for internal communications. When it comes to internal communications, ask yourself:

What tools and tactics will you use for communication between leadership and staff, as well as between staff members?
What processes will keep information flowing and help avoid last-minute surprises?
How will your team stay (and feel) connected even when working remotely?
How can you leverage the unique strengths of team members across all departments by thinking of everyone as a communicator?

Leverage Networks

(Find it in Chapter 3 of our Communications Toolkit)

Now, more than ever, we’re seeing that strong partnerships are key. Even as circumstances continue to shift, think about which shared goals will remain constant for your cause. How can existing or even new partnerships help you mobilize resources? Where can you play to each other’s strengths to deliver more value to the community?

Stay on Track

(Find it in Chapter 5 of our Communications Toolkit)

The strongest communications strategies are nimble and responsive. This way you can adjust to unexpected changes, new opportunities, and other external factors.

Build in checkpoints so you can proactively make refinements. Measure along the way and use the insights from your evaluation efforts to make decisions about which aspects of your communications strategy to keep, which to adjust, and which to stop completely.
Always have your communications goals in mind to keep your tactics focused and results driven.
Take time to celebrate wins and commemorate milestones.

Looking for even more support? The tips gathered from our Communications Toolkit are just the tip of the iceberg… Cause Communications offers a robust digital library of free resources – practical knowledge you can access anytime, from anywhere. From our three-minute how-to videos to step-by-step worksheets and templates, our tools cover a wide range of topics for today’s communicators, including choosing the right messenger for your cause and maintaining strong relationships with donors.

We are in this together.