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Communicate to Survive and Prosper
By Daryl Warren FPRIA
While there's a temptation in difficult times to put up the shutters and wait it out, history has shown that smart businesses do just the opposite.
Having advised the corporate sector on when and how it should communicate for more than 30 years and through a number of economic cycles, it is apparent that increased strategic communication with staff, business partners, customers and the wider market will not only aid survival but assist in securing new business and building a strong platform for success during the inevitable upturn.
During past weeks, smart businesses immediately impacted by changes to the global economic landscape would have been listening hard to their customers and communicating regularly with their staff, showing firm leadership to their internal stakeholders and demonstrating affinity with their marketplace.
So what are the keys to successful communication in difficult times?
Listen. Understand what your staff, your customers and your competitors are feeling and doing. Use your front-line staff (sales force, service staff) as a source of information. Ask them to note any feedback from customers and clients and provide a mechanism for them to share this information with you and your team to help shape future decisions for your business. Consider undertaking formal research to gauge market sentiment and identify new market opportunities.
Be consistent. The most important component of any communication strategy is consistency of message. Make sure you say the same things to staff, customers and the marketplace so that your organisation is seen to be thinking clearly and acting resolutely in what can often be a confusing environment. Consider controlling your message through direct communication to stakeholders via email, direct mail, newsletters and your website - as well as through the media.
Communicate regularly. A regular presence in the marketplace - and ongoing reminders of support for your customers and business partners - will position you as a constant in what can be a difficult and changing environment, building trust in your brand and relationships for your business.
Communicate leadership. By strongly promoting your people, your products, your business partners and your corporate successes through events, strategic sponsorships, community support and targeted promotion you can show your business is 'getting on with it'. Many of your competitors may not be as focused as you are, so you’re likely to be heard in clear air.
Consistent, strategic communication will build your business's brand and trust, now and when the good times come again.
Daryl Warren is a Fellow of the Public Relations Institute of Australia and Senior Counsel for Adelaide-based communication consultancy, Hughes Public Relations.