In a time of constant change and uncertainty, the only thing we know for sure is that “the only constant is change.”
So how do you prepare your business for continuing uncertain times? While your company, products and services may or not fare with some degree of predictability, the last few years have shown us that strange things happen. During uncertain times, proactive, strategic communications can help provide clarity for your clients, prospects, partners and employees. Just as it’s important to communicate how investments will likely perform in different types of market environments, it’s important to communicate how your business will handle changing circumstances. And when things aren’t going well, it’s just as important.
Your messages and your communications plan need to be in place and need to be well defined to build and protect your brand, regardless of outside circumstances.
Often it takes the help of an outside communications consultant to objectively assess your communications and help you guide perception. We can help you to:
Define, redefine, update your messages. Your messages guide perception. So it’s important to take the lead in creating the perception you want. Consider whether you’ve adapted your services, products, way of doing business, and/or mindset over the past few years. Evaluate where you’ve been and where you are now. Is your client base aware of any changes that have occurred with your business? What is their perception of how you have handled change? Has your business changed in a negative or positive way? Or maybe your business hasn’t changed much. How is your business being perceived in comparison to how you’d like it to be perceived? Do you have a clear understanding of how you are being perceived?
Make a communications plan. Once you’ve defined or redefined your messages, it’s time to determine the best way to put them out there. Your plan may include updating your website, creating webinars, e-newsletter articles, email, public relations and social media. It may include one, all or some combination of the forementioned. There is no one best communications plan, only the plan that works best for your business by disseminating a well-defined and controlled message.
For many businesses, the past year has had a profound effect. Regardless of whether your message has changed, communicating how you’ve fared, what you’ve been up to and how you continue to help your clients not only shows you care but puts your business forefront in their minds. Even if your message has stayed the same, it may be time to recommunicate it.
Perception is everything. Control your message and your brand with effective communications.