CorpComms Magazine

(1) RECOGNISE YOUR ROLE IN HELPING TO REBUILD TRUST 

More than ever, in these difficult economic times, we have to be trusted as communicators and our communications with all our stakeholders must be clear, effective and efficient. Having that trust will ensure a more effective dialogue and offer a greater opportunity for effective message communication and understanding of corporate strategy.

(2) DEVELOP A CLEAR AND SIMPLE MEDIA STRATEGY

Some may seek to create a complex media plan to combat the current economic crisis, but what is really needed is a strategy that is clear and realistic in its aims - a strategy that can be understood by your team and other internal stakeholders. It is essential to focus on priorities, such as key media and key messages, and then stick to them. Understand your reputation drivers and ensure they consistently form the basis of all your stakeholder communications

(3) REDOUBLE YOUR COMMUNICATIONS EFFORT... BUT KEEP IT SIMPLE

Now is not the time for sitting back, hunkering down and waiting to see what happens. It is vital to be proactive. Know what you want to say, get out there, talk to your media and other stakeholders and strengthen your relationships. We are all dealing with complex issues, ideas and terminology and encouraging greater transparency and disclosure, so it is important that journalists, and other stakeholders, do not get swamped with jargon. Keep it simple and ensure your messaging is well balanced between financial performance and other indicators

(4) BE CONSISTENT ACROSS YOUR STAKEHOLDER GROUPS

You must work with and stay close to your colleagues in other communications functions in order to ensure your messaging is consistent across your organisation. Communicate simultaneously both internally and externally. It is more important than ever that staff feel that they are being kept up to date on developments. Any inconsistency in your messaging will quickly be picked up on and could be used to attack and undermine your business.

(5) BE AVAILABLE - BOTH INTERNALLY AND TO THE MEDIA. SPEED MATTERS.

News, particularly bad news, travels at such as speed that it is vital to have a clear internal decision-making process. It is important to know who to go to for answers and sign-off. Ensure your team is briefed to take detailed messages and respond promptly and effectively to media enquiries. Be honest if you cannot answer a question immediately, but get the relevant information as swiftly as possible and convey it back. Journalists like to feel that they are dealing with the people with the power, so ensure access to senior executive if possible. 

(6) KEEP A RECORD OF EVERYTHING YOU SAY

Audit trails may sound dull, but they are invaluable. You never know when you will need them, and often not until it is too late. It is essential that you log all relevant opportunities and follow up using effective systems to track every media call. Keep your call log updated with any developments.

(7) GET A SECOND OPINION

If you retain a PR agency use them well and ensure they are adding value. Draw on their broader experience to test ideas and help you develop your thinking, strategy and tactical responses

(8) PREPARE YOUR SPOKESPEOPLE 

Spokespeople must be aligned to the key issues and key messages. Communication from spokespeople and the press office should be consistent. It should also be simple, focused and balanced. Similarly, briefing materials should be detailed but concise - stick to both the key issues and key messages. Anticipate what might be the difficult issues or questions, and provide guidance to your team on the appropriate responses to these. It is a good idea to use media training to test responses and hone performance

(9) DON'T FORGET THE NUTS AND BOLTS 

With a watch on the bigger picture, it is also important to keep an eye on the day-to-day basic press office processes. Keep your systems running smoothly and functioning efficiently. Keep suppliers on board and brief them on your expectations and requirements, which may well have changed. Is your press cuttings brief up-to-date, for example. Are you tracking the right media evaluation messages? If you track competitors in the industry, have you also remembered to change the brief regarding them?

(10) ENJOY IT!

Despite the unpleasant economic environment in which we are all currently operating, the credit crunch offers us all an excellent opportunity to learn and develop our skills. To be sure, it is challenging, but then - let's be honest - it also the most interesting time to be operating as a corporate communicator.  

share me: del.icio.us | digg | reddit | Tweet