ACI Blog
Looking for fresh ideas for your association? Look no further - our blog is a chance for you to pick our brains virtually, see what’s working for our clients, and identify approaches that you might like to adapt.
Looking for fresh ideas for your association? Look no further - our blog is a chance for you to pick our brains virtually, see what’s working for our clients, and identify approaches that you might like to adapt.
COVID-19 took all of us by surprise and for many of us, it changed everything – from how we live, to how we spend our time, to where and how we work.
The unprecedented nature of COVID-19 meant that many organizations had to reorganize, adapt, and learn how to navigate the ever-evolving situation on the fly. The best laid plans were put on hold in favour of more timely and sensitive communications, and many organizations were left with the realization that they were under-prepared for a crisis. While it may be impossible to predict the next life-altering event on a global scale, it is possible to be prepared for the unexpected. And communications play an even bigger part in a crisis than in easier times.
Here are some valuable communications lessons learned through the COVID-19 pandemic that we can take with us as we look ahead:
As we move out of the COVID-19 pandemic and we begin to return to many of our pre-pandemic ways, there is an opportunity to apply lessons from this past year and re-think our plans and procedures to respond and communicate more effectively in regular times and in times of crisis.
Now is a great time to look back at your communications processes over the past year to consider what went well, and what didn’t. Which processes worked and can be implemented going forward as part of a permanent plan for communicating during a crisis? Through this reflection process, you can take the skills and processes learned and implemented during the pandemic and use them to create a strong crisis communications plan so your organization will always be prepared. In communications, as in other areas, best practices are evolving – what have you learned during the pandemic that can also become a best practice for you and your organization in normal times?
Your members want to know that your organization has their best interests at the forefront of your operations, and this is especially true during times of crisis. As certain aspects of your operations return to pre-pandemic ways, such as the slow return of in-person events, it is essential to communicate clearly with your members and let them know that you understand their concerns and are working to mitigate risk. Use social media to let your members know that you hear their concerns and understand their unique challenges. Communicate what you are doing to make things easier for them.
When reflecting on the past year and looking ahead to the future, who better to consult on what worked and what didn’t than your organization’s staff? Consider asking your staff for their input on your organization’s processes. Where did they feel prepared, and where did they have to act quickly to catch-up? This feedback can help you identify gaps in your processes and make them better to be more prepared in the future.
Similarly, asking your members for their feedback and to share their ongoing needs can also help to ensure you are fully prepared to respond to whatever comes your way.
During a crisis, as in other times, it’s important to remember that communications should be a dialogue. That’s the way to engage members, stakeholders, staff and the public. Even in a simple announcement, look for opportunities to bring your audience into the conversation. How are we doing? Does this meet your needs? How can we become better? These are questions you can embed in your communications. They show that you appreciate your audience, care about their concerns, and want serve them better.
During a crisis, and in the aftermath, is an essential time to communicate your value to your members. What do you offer that can help them navigate a changing situation? Communicate the solutions you offer in clear, simple terms, and keep your message consistent to new and existing members.
Now is also a good time to re-evaluate your key messaging as an organization. How do you want to brand yourself, and what do you have to offer, as you move into the post-pandemic world?
As we have discussed in this post, now is the time for reflection and looking at the past year to apply important lessons learned. However, it is also a great time to look ahead to the future.
More and more, members want to join organizations that are innovating and ready for the future. What does your future look like? Think ahead to determine your value proposition going forward, and how you want to communicate that to your members. Use this period to start building connections which will attract and engage committed members into the future.
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