It’s a simple concept, yet one that many companies still can’t tackle or execute effectively.
What does that mean anyway? How does a company have meaning or purpose?
And more importantly, how do you convey that meaning and purpose in a meaningful or purposeful way, so you don’t pander to your audiences?
It starts with understanding WHY your company exists. It’s not enough to say we’re here to run a successful business. Or we’re here to help people. What people? And how?
The Associated Press recently released an article outlining “Consumer goods giant Unilever vows to slash use of plastic”. Unilever is working to connect with younger audiences who are more conscious of environment impacts on the world they depend on.
And of course you have the pinnacles of social impact companies, like Patagonia whose mission reads, in part, to “build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis.”
Patagonia lives the brand that it portrays to the public, it’s customers and to the world. There is real meaning behind the brand and purpose, because they put that purpose into action through meaningful impacts on the world.
Today’s consumers, and the general public, are much more educated than ever before. They have massive amounts of information at their fingertips, and just as importantly, they are willing to make their voices heard.
They have high demands in exchange for their support (i.e. their money).
They also have high demands…period.
It’s no longer enough to just do good for your supporters. You have to do good for the world, or at least the part that you inhabit and operate your business and brand.
The phrase, “Saying is one thing and doing is another,” was coined a few hundred years ago, but so applicable today.
I’ll add to this that once the action is done, you need the words to convey the right message.
It’s about words AND actions.
And if you don’t have both, it’s a recipe for disaster.
There is no more man behind the curtain, because there is no longer a curtain.
Operate responsibly, and with heart and purpose. It’s the best advice I can give to weather a crisis when it comes, because it will come eventually.
You can’t run from negative attention. You can’t hide from bad press.
You can own your story by controlling the messaging around your brand. While books have been written on how to do this, it starts with the idea of transparency.
Transparency is crucial to the success of a company, and that’s done through strategic communications.
Creating and telling your story in a transparent, authentic and meaningful way. If done correctly, any company can weather a crisis, or make even better news out of positive support.
But, and I’ll bring this full circle, you need to tell your audiences what you stand for in advance, consistently and often.
Read More: Crisis Communications
Planning “MUSTS”
This is what we do as communicators – making the right impact and conveying the right message to the right people at the right time and watching it all come together for even more meaningful results.
What’s your brand’s story? Are you communicating the right message to position your company for success during a crisis, or to make the most of a opportunity?
Ask those in the middle of a crisis, or who have missed an opportunity – start planning and communicating now!
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