May 16, 2020

Now what?

That is the question everyone seems to be asking as the country and the world begin to reawaken from lock downs. With so much disruption, so much uncertainty, so much loss, it is hard to know where to go from here – even harder to figure out how to get there.

The competition for attention is fierce. There is only so much room for any topic other than the virus, and everyone is clamoring for coverage.

To break through the clutter, you must create powerful and relevant content and then deliver your messaging effectively.

How?

The path forward needs to include taking the time to get back to basics. Focus on the building blocks of research, planning, implementation, and analysis in developing your approach to the new normal – regardless of your business sector. Fundamental principles are especially important when it comes to your communications strategy.

Why?

To reach your destination, you first need to know where you are going. In other words, decide exactly what you want and then formulate a plan to get it.

First, conduct a thorough evaluation of what is already out there competing for attention. Who is saying what, and why? Once you have a good understanding of the landscape, you will be much better able to communicate with each of your audience segments.

During the evaluation, you also need to identify each of your audiences and determine the desired outcome for each based on your business objectives. What do you need and from whom? You probably need different things from different segments of your target audiences.

For instance, do you simply want to build general awareness of your brand – expanding knowledge about your organization? Or do you need specific actions – social media shares, purchases, donations?

Whatever the desired outcomes, you have a much greater chance of success if you have a clearly articulated strategy – an approach that supports your overarching business goals. Then your messaging is purposeful with defined objectives.

Success will come through a commitment to the process, and it will yield much greater return than simply adding to the cacophony of commotion.

When?

Immediately, if not sooner. Research the current situation. Identify your audiences, including the subgroups. Decide what you want from each.

Next you will be ready to create your message architecture – a road map for getting to your destination. We will get into that in the next post.

Now what?

Get to work!