{"id":70054,"date":"2020-05-21T08:28:14","date_gmt":"2020-05-21T07:28:14","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/comms-planning-navigating-uncertainty-in-three-steps\/"},"modified":"2025-03-07T17:08:16","modified_gmt":"2025-03-07T17:08:16","slug":"comms-planning-navigating-uncertainty-in-three-steps","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/comms-planning-navigating-uncertainty-in-three-steps\/","title":{"rendered":"Comms planning: Navigating uncertainty in three steps"},"content":{"rendered":"\r\n<p>As the world takes its first tentative steps out of lockdown, the cogs are starting to turn again in sectors that were completely on hold. A new type of comms challenge is coming along with it. Customers and other stakeholders are no longer satisfied with a \u2018we\u2019re doing our best and our fingers are crossed for the future\u2019 message \u2013 they want some certainty.<\/p>\r\n\r\n\r\n\r\n<p>But with supply chains still fragile, staff numbers low and demand likely to vary, businesses need to be agile and responsive. That makes the task of providing definitive answers to customers and clients a difficult one. Difficult, but not impossible.<\/p>\r\n\r\n\r\n\r\n<p>Here are three steps to managing your communications in an ever-evolving situation.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Step 1 \u2013 Check your existing content<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Even small pieces of content could be sending out the wrong message. Businesses of all size and stature have missed key areas on their websites for editing. We highlighted some in this <a href=\"https:\/\/www.strattoncraig.com\/insight\/content-audit-the-effective-way-to-stay-on-message-in-a-crisis\/\">recent blog<\/a>. But as another example, The Marriott is still promoting spring deals in Copenhagen. The discrepancies can be quite subtle, like saying you will respond to customer enquiries in three hours when it\u2019s unrealistic at the moment.<\/p>\r\n\r\n\r\n\r\n<p>A content audit is an effective way of finding inconsistencies in your communications. Here are some you should be looking out for:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>An overly positive tone<\/strong> \u2013 try to pare it back so your communications sound human but not celebratory or witty. (This <a href=\"https:\/\/www.strattoncraig.com\/insight\/tone-of-voice-in-crisis-communications-tips-to-get-it-right\/\">blog<\/a> has some tone pointers you might find helpful.)<\/li>\r\n<li><strong>Anything obviously irrelevant <\/strong>\u2013 make sure you\u2019re not recommending people to come and visit you and be careful about promoting experiences that people can\u2019t currently enjoy. You may also need to check any research you\u2019re putting out to make sure it mentions the current disruptions. Deloitte recently missed this out of a publication, and it comes across as dismissive.<\/li>\r\n<li><strong>Unclear guidance<\/strong> \u2013 think about the answers you can provide, such as how quickly your customers can expect to hear back from you. Include these in your communications and, where possible, show that you\u2019re making plans to manage spikes in demand.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>If time isn\u2019t on your side, we can help you find the gaps and tell you how best to tweak your wording to be more relevant.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Step 2 \u2013 Keep your content up to date<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Guidelines are changing every few weeks, so your content can quickly become out of date. Once you\u2019ve done your content audit, you should have a clearer idea of where wording will need to change regularly. Keep a close eye on these areas and update them as soon as you know how you\u2019re going to respond to new situations.<\/p>\r\n\r\n\r\n\r\n<p>As attitudes adapt to evolving circumstances, your messaging will need to follow. CEO updates focusing on \u2018protecting our heroes\u2019 with messages of \u2018thoughts and wishes\u2019 might not have the same positive impact when all people want to know is when they can place an order. Now is the time to be clear about how you\u2019re adjusting to new ways of doing business. And remember to be realistic about the promises you can keep and the timescales you expect.<\/p>\r\n\r\n\r\n\r\n<p>Also, don\u2019t forget your internal communications. Your employees will also want to hear from you, especially if you\u2019re not currently in contact every day. We recommend setting up a regular content plan, so you can keep them updated and show that they are your priority. Topics will depend on your business situation, but it\u2019s generally best to focus on how you\u2019re working to keep them safe.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Step 3 \u2013 Plan your future comms<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>The future might look unclear, but your stakeholders are unlikely to score you any points for doing nothing while you wait and see. Scenario planning now will help inform your communications strategy. Think about different eventualities and how you plan to adapt. You can build these messages into your communications and take your time getting the tone right now.<\/p>\r\n\r\n\r\n\r\n<p>You might also need to start thinking about your corporate reporting. Stakeholders will want to know that you have a working plan, so a clear and open report will help you convey the steps you are taking and that you\u2019re adjusting to changing circumstances.<\/p>\r\n\r\n\r\n\r\n<p>If you\u2019re keen to win new business as demand starts to increase, being proactive with your marketing will be essential. You should still be careful about over-promising when there could be surprises along the way, but you can get around that by being transparent and honest. If your marketing team is currently low on numbers, we can also help you build up a hub of content to unroll when the time is right.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Rebooting your communications<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>The best place to start addressing your communications is with an audit, so you can tidy up any areas in your content that are sending out mixed messages. We can help you identify these inconsistencies and give you clear and actionable guidance on how to fix them \u2013 get in touch if you would like our help. Or feel free to ask us for tips on how to plan your communication strategy as you navigate the next few weeks.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">More from us<\/h2>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.strattoncraig.com\/services\/content-strategy\/\">Content strategy services<\/a><\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.strattoncraig.com\/services\/content-writing-services\/\">Content writing services<\/a><\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.strattoncraig.com\/team-member\/anna\/\">More from Anna<\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>As the world takes its first tentative steps out of lockdown, the cogs are starting to turn again in sectors that were completely on hold. A new type of comms challenge is coming along with it. Customers and other stakeholders are no longer satisfied with a \u2018we\u2019re doing our best and our fingers are crossed [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":56726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305],"tags":[498,454,499,458,459,487,497],"class_list":["post-70054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy-us","tag-comms-planning-us","tag-content-us","tag-content-audit-us","tag-content-marketing-us","tag-content-strategy-us","tag-digital-content-strategy-us","tag-internal-comms-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comms planning: Navigating uncertainty in three steps - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"As the world takes it first steps out of lockdown, here are three steps to managing your communications in an ever evolving situation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/comms-planning-navigating-uncertainty-in-three-steps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comms planning: Navigating uncertainty in three steps - Stratton Craig - Global Copywriting &amp; 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