Marketing or Messaging? Tips for Communicating as a Business with the Community
Not every piece of external communications from your company will be targeted advertising to gain new clients. External communication also includes messaging regarding what your company does, your values, and your engagement with the community that will tell the general public who you are. Not just potential clients, but current clients, business partners, and current or future employees. Consider how your company balances sales pitches with other forms of engagement. How do you show leadership in the community in addition to a solid product – through service, employment opportunities, civic engagement? Communicate these practices in your newsletters, website, and social media.
Plan for mistakes. Inevitably, your company will make a misstep in communication: an advertisement that falls flat, a poorly handled complaint, or a social faux pas when dealing with current issues. If you prepare ahead of time for how you will handle an internal review, public statement, and commitment to changing behavior, then when a mistake happens, your team can feel more confident that you can approach the situation fairly, calmly, and appropriately. Writing a crisis communications plan that makes the chain of communication, responsibility, and review process clear and available can help employees at all levels navigate their roles in guiding the company back to sure footing. (more…)