Changeable. Temperamental. Unpredictable. Those words sum up the climate of 2022 and early 2023. It has made communications strategy trickier — and more crucial — for organizations of all sizes and kinds.
This will remain true, especially as mistrust and uncertainty (around companies, sectors, leadership, the media, influencers, products, the economy and so on) run rampant.
With that in mind, we asked SHIFT leadership and client advisors what they’re keeping top of mind for clients in 2023. Here’s what they said.
Focus on performance communications.
Our team agreed that, in this landscape, companies need to focus on maximizing performance. What does a performance communications strategy look like? To us, it means starting with specific business objectives (beyond just awareness and coverage goals) and working toward measurable goals. The strategy should be built around research-intensive insights and the tactics should be integrated, to get the most reach possible for content, with a focus on the channels where target audiences are and that are working best. If marketing functions and programming aren’t already tightly integrated, now is the time.
Nail the message.
Customer, investor and employee audiences all need reassurance in times like these. Media relations is getting more challenging (although not impossible if you formulate a solid thought leadership platform). So, lean more heavily into alternate channels (earned, owned and paid) to get important messages out. And hyperpersonalize those messages to the audience (whether that’s a reporter and his/her readers, customers, or another stakeholder group).
If you need help charting your communications strategy for 2023, we’d love to hear from you at firstname.lastname@example.org.
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