Be flexible without losing the north
The pandemic has changed many things, both in our personal routines and in the way we work. Further, the pandemic can also endanger a traditional activity in the last quarter of the year: preparing plans and budgets for 2021. And it is not because there are no plans (we are aware that organizations are investing a lot of time and effort in ‘preparing’ for an uncertain year) but because they all have one thing in common: they can get out of date at any time.
Does that mean that it is not worth planning a communication strategy for the next year? Quite the opposite! From our point of view, communication plans for 2021 should be based on an A Plan: a roadmap that is consistent with the business strategy and purpose of the company. But at the same time, they should consider ‘alternative paths’ and have a B Plan or even a C Plan in case the health or economic context worsens. It does not mean giving up on reaching the planned objectives, but rather to be flexible without losing the north.
Does that mean that it is not worth planning a communication strategy for the next year? Quite the opposite! From our point of view, communication plans for 2021 should be based on an A Plan: a roadmap that is consistent with the business strategy and purpose of the company. But at the same time, they should consider ‘alternative paths’ and have a B Plan or even a C Plan in case the health or economic context worsens. It does not mean giving up on reaching the planned objectives, but rather to be flexible without losing the north.
A few days ago, the communications director of a large food platform told us that in her 2021 comms plan, among other lines of action, she included all the events, fairs and congresses they usually attend. Not because they were not aware of the context, but because it was part of their roadmap, and if they finally take place, they should be there.
However, in view of a possible “cancellations”, she had also included a more strategic line of work. She wanted to have time to take care of the back office. When the agendas are not so full, the excuse of I do not have the time is no longer so valid (although we all know that, in times of crisis, a comms director never gets bored). It is then the right time to activate other activities such as listening to our teams, defining the internal communication plan that is often placed in the ‘for next year’ folder, or defining the contact strategy with our stakeholders so that information is not lost and we know how we can help them in difficult times.
For this reason, at The Almond Connection, we are committed to offering new digital services, easy to execute remotely, to achieve progress in communication in times of uncertainty. We are flexible and we make it easy for you if you want to:
- Listen to your teams…. We are offering internal communication audits online: qualitative research with a selection of collaborators, the results of which we then that check with a quantitative study. This way you can take the pulse of the teams and redefine or adjust the internal communication strategy.
- Make your teams communicate better…. We are offering training for managers, in individual or group format, in streaming, both in communication techniques (spokespersons and public speaking training) but also and creative communication and visual thinking so that teams can better express their ideas without being tied to a PowerPoint.
- Strengthen your positioning in sustainability: we help define your purpose, create your corporate story, and translate it into communication materials (sustainability reports following the GRI standards, microsites, audiovisuals …)
- And, to anticipate new crises: because COVID is not the only danger that can affect your organization, we propose the review or preparation of your crisis handbook totally remotely, interviewing key directors within your organization and defining the possible dangers and scenarios, and how to swiftly deal with them from a communications point of view.
What about you? Do you already have a flexible 2021 comms plan?
