Treat yourself to a little clarity on a day of complete communications meltdown.
1. Understand how Brexit affects you
As much as possible, develop a clear an understanding of what Brexit means for you and your business. What effect does it have on your purpose and your ability to deliver value to your customers? What has changed? What is the same?
Distil the implications and your authentic response into a short pithy summary to help you get your head around things. It should be a summary you can share with colleagues. Use this to inspire consistency and continuity in your company’s short term contributions to the issues surrounding Brexit – wherever those conversations arise.
2. Listen and help customers
Be open to customer dialogue and use it to pick up any concerns. Monitor your sector on social media. Use these insights to anticipate the opinions of others customers. Your main priority is to bring certainty to a period of uncertainty. Communicate with clarity and confidence – as much anyone can. Don’t make guarantees you can’t fulfil.
These include concerns that may not directly concern your product or service – but, issues you can possibly indirectly help them with. People buy from people they know, like and trust. A great way to build trust is by helping independently of any commercial transaction; and especially helping in uncertain times. Give and take!
3. Brexit and your employees
Employees will talk and share opinions too. You will undoubtedly have a mix of divided opinions – just like the country does. And many of them will be sharing them in their personal social media accounts. Your brief response message will be as important to them as it is your customers. Especially the employees with customer-facing roles.
4. Understand the power of emotional impact
You may have noticed there are a lot of emotions flying around. A lot of personal insults. And a lot of euphoric flag waving.
Emotional moments of truth are a powerful way to demonstrate what you truly stand for. The more you stick your head above the parapet – the more you will stand out. It helps people to know who they are really dealing with. It helps you to build influence. And often, even those who disagree, will admire you for being strong enough to publicly share your convictions.
Playing safe and conciliatory will often feel like a smarter business decision – and a perfectly valid response. But prepare to be ignored.
If you feel really heated about any of the issues, vent your spleen in an expletive-laden response. And then delete it without sending. Re-write with a calmer mindset. There’s a fine line between authentic contribution and manic meltdown.
5. Indulge in an an introspective strategic moment.
The online conversations surrounding Brexit are amongst the most transparently emotive, most engaging and impactful content ever in our country’s history. Think about how you’ve kept up with your information surrounding the stories. How does this compare to how we consumed media 10-15 years ago? Have you read a newspaper yet? Different isn’t it? Very different.
In the future, how will your business build an authentic communication strategy to capitalise on the new transparent digital order of things?
Good luck and enjoy the ride!
I think it’s going to get bumpy.
Richard Glynn will help you stand out, build influence and become easier to buy from.
Click here to find out more.