CorpComms Magazine

This year has a rather ominous air about it. With rising unemployment, businesses going under daily and tides of woe coming from across the Atlantic, it could be a rough ride for us all.

Written communications will play a big role in managing the effects of the economic and commercial downturn. How people react to what they read will make a difference. The most obvious player here is the press. But businesses too will be sending out signals and managing perceptions through how they communicate - both with their staff and the wider public.

Many industries - financial services, airlines, even retail - will need to mitigate any perceptions of greed and self-interest. So proactively communicating in a clear, confident and understanding tone of voice will be an essential tool.

There are some crucial pointers for corporate communicators to bear in mind in the coming year.

1) Don't couch difficult messages in flowery, formal language. If you have unwelcome news to give, say it clearly and simply. Use a human, natural tone of voice when writing and resist the temptation to come over all corporate and bureaucratic.

2) People will place more trust in a company that they think has their best interests in mind and is working hard to overcome challenges, than one that seems faceless and uncaring.

3) Make sure communications sound calm, measured and reassuring.

This involves crafting messages so they have the right tone of voice - not distant, patronising or flippant. It may not be the right time to wave the brand flag either, particularly if yours is at the funkier end of the brand spectrum.

4) As much as possible, focus on what has or will be done to overcome difficulties. This is not to say you should hide bad news in a pep talk. It means being open and clear about the challenges ahead while explaining what concrete measures are in place to overcome them.

Most of all, remember that you don't have to be formal to sound serious. In fact, your messages - regardless of what they are - are more likely to be well received if they have a straight-talking and empathetic ring to them.  

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