As we all move forward and continue our lives as best we can during these somewhat frustrating and uncertain times, a few phrases have become apparent as representative of our current environment: “New Normal.” “Back to Normal.” “Unprecedented Times.”
Now, many of us will have differing perspectives on the use of this kind of phrasing for varying reasons, but one thing I have come to realize is that they all have a specific meaning to each of us. Many of us long to get back to the normal we used to know and some of us are accepting and adapting to what we consider to be our new normal. Each new month, and even each new week, seems to bring a new “unprecedented time.” However you choose to use these phrases or not to use these phrases, we can all agree that we are having to navigate through uncharted territory both professionally and personally.
I recently listened to a webinar regarding corporate communication strategies and one of my biggest takeaways was the use of the phrase – the “Next Normal.” With the constant daily changes in the state of businesses and cities around the country, this seemed more representative of our current environment than anything I have heard. There seems to always be a “new normal” so why not begin viewing things as a constant progression to the next normal? In the words of the presenter, “Agility has become the new stability.” Finding a way to adapt and alter your communications strategy or your daily routines as you are faced with new crises situations and obstacles has become the norm. There is no playbook for this and there is no way we can fully prepare for whatever heads our way next, but adding flexibility to our thinking and practices as communications professionals will help us own our “Next Normal.”
Here are some of my takeaways for applying this logic to your communications strategies:
Prepare an Adaptable & Effective Communications Strategy
During the early months of COVID-19, businesses didn’t yet know how they would be affected. Having a plan in place to communicate any changes and to update both employees and customers on new developments and what actions your company would be taking was vital. Create this plan knowing that it may very well change in a month or so depending on the situation. Make sure you include a communications cadence specific to each of your audiences (internal and external), prepare the appropriate content for each message, and monitor the sentiment used in each communication – using one spokesperson or voice for consistency. This will help you adapt quickly knowing you have a basic outline for whatever crisis might pop up unannounced.
Understand Your Audiences’ Evolving Needs
When preparing the content for each audience, understand that their needs and hunger for communication and updates may change. Whether it be updates on office closures and altered hours to work-from-home tips and ways to stay mentally healthy while in quarantine, to a need for exact guidelines and a “how-to” playbook for reopening. The frequency and content for messaging is constantly evolving and it is up to you find ways to help your internal and external audiences feel confident in your organization’s decisions and plans for the future. These times are a chance to build loyalty and support, not fall short of expectations due to poor planning. Think about building in a survey for feedback on your messaging into your communications plan to check the needs of your audience intermittently. Make sure you fully understand your internal and external audiences so you can structure your message to align with their needs.
Let us all use this time to continue growing our knowledge and expertise in a field that is needed now more than ever. Let your voice be heard and don’t be afraid to speak up about what you know to be the right communication path for your organization. During times of dark days and troublesome situations, be the guiding light of your profession.
About the Author:
Briana Vela is the marketing director for a technology holdings and investment company headquartered in Lubbock, TX. She is a seasoned marketing, communications and public relations professional with experience in a variety of industries including higher education, municipalities and retail. Briana is currently serving as the AWC Lubbock Chapter president and has been a part of the organization since 2013. She has been awarded the Beth Pratt Communicator of the Year Award for the AWC Lubbock Chapter and is an AWC Chapter Star Award recipient. Briana is an active member of the Junior League of Lubbock and the Junior Lubbock Women’s Club and volunteers with the South Plains Food Bank and Susan G. Komen North and West Texas. She has a M.A. in Mass Communication and a B.A. in Public Relations from Texas Tech University.
