The complexity of today’s business environment requires solid messaging strategies. If companies are not dealing with financial issues, they likely find themselves challenged by a changing regulatory and political environment, a scaled back workforce with a waning morale, fewer facilities and resources yet increasing competition for consumer attention and preference.  In addition, customer expectations are higher and the demand for transparency is stronger.

Never has it been more important for companies to get their messages across.   But how do you ensure your messages resonate with your stakeholders?  It’s tempting to rely on traditional approaches to messaging that worked well in the past when the more linear model of sender-receiver communication ruled the day.  But today communication often occurs without the involvement of the organization itself.  Compounding the complexity is the exploding number of digital channels that have given rise to countless new communities and further enabled 24/7 conversations – and many times confusion – about companies.

Effective messaging is not as easy as it used to be, particularly when the chips are down and the stakes are high.  Many times companies design messages to respond to a situation and simply stop, falling far short of communicating what organizations need and stakeholders want from conversations.

Establishing a process for developing a more strategic approach to messaging – especially in a time of crisis — can help organizations respond in a manner that will not only resonate with stakeholders but more importantly accomplish the organization’s larger goals.

There are several things you need to do when crafting your organization’s messages.

• Align messages with organizational goals;
• Clarify the situation at hand;
• Explain what is being done about that;
• Demonstrate organizational accountability such as processes, procedures, safe guards, best practices or commitments;
• Properly prioritize the potential for risk;
• Anticipate stakeholder reactions;
• Acknowledge different viewpoints;
• Remind stakeholders about who the organization is and why they should care.

We invite you to view a comprehensive checklist of considerations and messaging strategies in our latest white paper: “Crafting Compelling Messages in an Increasingly Complex World.”

Some of the brightest, most capable people I know freeze with fear when facing a microphone.  Unfortunately, media interviews have a way of paralyzing us when we need to be at our best.

The good news is this: You can give a strong interview if you apply some basic messaging strategies and fundamental interview techniques.  We teach these strategies and techniques in one of our most popular training programs called “Maximizing the Message.”  Here are a few quick tips gleaned from that day of real-world training you can use the next time you get a call from a member of the media.

• Think first. Take a few seconds to really listen to the reporter’s question and understand the topic introduced. With a bit of “think time,” you will have a better chance of knowing which messages you should provide to address the topic at hand.
• Answer the question, and don’t “over answer.” Quit while you are ahead. Many times we get ourselves into trouble because we don’t stop when the question has been satisfied.
• Leave out the negative. Instead focus on the positive messages you can say on a topic.  Address the reporter’s topic, but don’t belabor the potentially awkward thought.
• You are the expert. So, think about how you can share context, knowledge or expertise that will benefit your company, your industry and the reporter’s audience as well.
• Breathe. If you find yourself short of breath, slow down and take a deep breath or two. Help those anxious butterflies “fly in formation” rather than get the best of you.
• It’s a conversation. Especially in television interviews, don’t think about the thousands of viewers who might be watching you.   Focus on having a professional, calm conversation with the reporter.  As a result, you will come across more relaxed and in control.

(For more information about MCG’s “Maximzing the Message” media training program, contact Blake Woolsey at blake@mitchcommgroup.com)