When writing a screenplay, we are taught to enter the scene at the last moment possible, say what you need to say, and get out.
It’s time for your cinematic debut, folks!
Though it may be counterintuitive, fight the urge to over-communicate. If you typically send an eNews to your audience every week, think twice before you send your next blast. Is what you are saying relevant to what is happening right now? If not, don’t send it.
I know you want to continue to connect with your audience. But here’s the thing – are you actually trying to connect or are you shoving information at them?
What does your audience really need to know about your organization right now? There is too much information coming out every day; it’s overwhelming and people are unable to process it all.
When you communicate, be clear, concise, calm, and compassionate. If you have a lot of info to share, bullet it out. Make it easy for folks to get the gist. Tell them what they need to know and then stop.
Do not add to the upset.
Can you add a touch of joy, happiness, or whimsy to people’s lives? Include something like the Seattle Aquarium’s OtterCam or your favorite Carpool Karaoke with James Cordon (I’m partial to the Tony Awards edition) in your blast. There are so many inspiring moments happening in the midst of this crisis, let’s share them.
Consider delaying big announcements by a week or two as they will get lost. Check to see what you have already scheduled in your queue and make adjustments. Be sure to actually go into each of your pre-scheduled eBlasts and check for accuracy, relevancy, and tone.
That being said, if you have good news to share, share it! In fact, your subject line should read “We Have Good News!” But only if it really is good news and not a marketing ploy.
Business is not as usual; this is an unprecedented time and we will get through it.
Plus, black humor will start soon; so that’s something to look forward to.
About the Author
Dana Van Nest is a writer and communications strategist living in Seattle, WA. She works with organizations to create strong communications plans that align with their strategic goals. Before opening her own consulting practice, she was Associate Director of Marketing, Communications, and Public Relations at Henry Art Gallery and Marketing Director at the Collins Group, a fundraising consulting firm.
In 2016, she received AWC Seattle’s Georgina MacDougall Davis Founder’s Award. This award is given annually to a Seattle Chapter member who consistently exhibits the highest ethics, professional excellence, and personal commitment in everything she does. Dana holds a BA in English from the University of Washington and an MFA in Creative Writing from Emerson College.
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