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Deciding What is Mission Critical in a Weak Economy

By: Tammy Stankey | 01/13/2009

In times like these, organizations are determining how to work smarter with fewer resources. But before taking an ax to your company budget, consider asking your communications professionals to help. Senior communications professionals, armed with your business objectives, can provide experienced counsel on which activities are mission critical and where to find efficiencies. The list of "mission critical" activities will vary by organization, but in general, the following certainly deserve to be at, or near, the top:

Internal communications: Now more than ever, organizations need to communicate frequently and candidly with employees. Doing so not only reduces the impact of the rumor mill, it also helps protect your most valuable asset: employees. Your message should touch on three key areas: expression of regret - no one wants to be forced to reduce staff, so take a moment to recognize the contributions of departing employees and acknowledge the impact a reduced workforce will have on those who remain; make the business case - explain why cuts had to be made and the challenges the company faces; and ask for input and dialog - you might be surprised by the cost-savings ideas and new business recommendations employees can offer when they understand what is at stake. By informing, engaging and ultimately empowering employees, you can minimize the negative and step into the positive. 

Stakeholder communications: Increase dialog with key stakeholders. This may include government, industry partners, customers, vendors, financial institutions and the communities in which you operate. Compile or update lists before you let the contact information walk out the door with a pink-slip and make sure you reach out quickly to key contacts to let them know who will handle their relationship with the company.

Marketing communications: Take time to review and, if necessary, refine your sales and marketing strategies so you're doing "what matters most." Identify how your company best adds value for customers, and focus on that. When marketing budgets dwindle, greater consistency in messages becomes all the more important. Ensure media relations and marketing messages are aligned and consider how you can give your organization greater visibility through increased public relations activities.

Media relations: While you can make tough choices about being proactive, you must still be responsive to media inquiries. Make sure spokespeople are trained for difficult questions and can communicate a level of organizational confidence even in times of tremendous change.

Crisis Communications: Companies may choose to postpone crisis rehearsal drills in the short term, but they should ensure that all emergency contact information is current and distributed widely. If there have been reductions in staff in departments that play a major role during a crisis, make sure your management team knows who to call for outside support should it be needed.

New Media: Determine if you are taking advantage of the mostly free digital communications tools. In many cases you can trade in paper for electronic postings. If you can't afford a 16-page, four-color printed annual report, post the information online and consider e-mailing a link to constituents or mailing a postcard announcement to communities providing the URL.

Repurpose work wherever possible: Look at past award entries, speeches and grant applications. Can these easily be repurposed as a white paper and posted on the company Web site or expanded into a news release or bylined story? Doing so can help increase your visibility and maintain your thought leadership without adding much expense.

By working closely with your communications professionals, executives can gain valuable counsel to help them share difficult news, identify efficiencies, and retain and motivate staff even in the most difficult times.

Posted in Employee Relations, Public Relations