Communicating in Difficult Times

1. Communicating in Difficult Times KSSA Dec. 2, 2011

2. Silence is Not Golden • Misinformation will fill the silence

3. Triple Communication • People need to hear more frequently during times of unease/unrest • Always go internal first with any information • Make communication an organizational commitment • Ask ‘what’s our message’ after every decision

4. Cardinal Rules • Identify communication goal • Pick your headline • Know your target audience • Can’t convince everyone • Empower your supporters • Educate the neutrals • Understand & prepare for those who disagree

5. Know EXACTLY what position you are in • Information survey • Formal survey • Focus groups • Develop key messages and stick to them

6. Key messages - • Brief • Easy to understand • Address the concerns of your target group

7. Create a Plan • Planning now = success later • Do a few things well • Think saturation

8. Communication Matrix

9. Communicate early and often • Share everything you know • Often we know more than we say • Be honest about what you can’t share • Talk about what you are doing • Be prepared to answer the question you hope is never asked

10. Communicating During Difficult Times • Acknowledge the ‘moment’ and use it • Gain greater clarity of purpose and messaging • Deepen perceptions of trust and reliability • Rise to the occasion and lead by example

11. You have what you need • You have the networks • You are visible • You are the frontline communicator • You have the skills • You have the communication tools in place

12. What to do TODAY! • Identify the critical information gap • Identify key messages • Write the plan • Commit to communication as an organizational priority • Don’t be afraid to learn by mistakes

13. Most mistakes are like stones tossed in the water – they ripple, get some notice and then vanish.