Advice & Ideas

What are your stakeholders’ favorite ways to communicate? How certain are you? 

A great starting point is to research where your audience prefers to get information online. Though a lot of companies ask people to download yet another app or join them on a new platform (which costs money to create and launch), that actually isn’t usually the best way to go. 

Only a handful of organizations have the kind of diehard brand loyalty that inspires a customer to have a logo tattooed on their body. If your audience doesn’t have that kind of passion – and that’s okay – it’s unlikely people will want to follow your brand somewhere outside of their typical spaces, such as a new app. 

Shouldn’t you be conversing with them in a place they’re already comfortable? The conversation should feel authentic. Natural.

Notice the emphasis on “conversing.” A two-way conversation is completely different than talking *at* someone. It requires having your communications team – and upper- and mid-level leadership – all on the same page, ready to engage with workers and the public with a similar message and tone. 

Technology may have changed the methods in which we communicate with each other, but human nature hasn’t changed. We all want to belong. We all want to feel heard. We all want honesty.

Want to determine the best methods for engaging your audience, and develop messaging that deeply resonates? Worthy Communication can help.

Aug. 13, 2024
With the variety of great tech options we have for communicating in the workplace, why is it worth a few steps to walk down the hall to have a face-to-face conversation? It’s certainly easy to text, email or IM chat with a colleague to ask a question or give feedback. But it’s not easy for them to read your tone or the meaning behind your words.

How we communicate is just as important as what we’re trying to communicate.

Trying to make a joke or lighten the mood with your written words? You’re opening the door to miscommunication.

Providing some constructive criticism via chat? You’re opening the door to miscommunication.

Responding to a text with an emoji or a “k”? You guessed it. Same door.

Technology is terrific and makes quick interactions more efficient, but it’s no substitute for the clarity of a human voice. Facial expressions, body language, and even the cadence of speech – like pauses between thoughts that can reveal hesitation or excitement – greatly help in building and maintaining relationships. 

Can’t connect in person? Consider an on-camera discussion. Tone and non-verbal cues are still easier to read with your face on screen than via the written word.

Want help creating or amplifying your communication strategy? Worthy Communication can assist you in connecting with employees, customers and community members. Reach out to learn how we take your messaging to the next level.

Aug. 5, 2024

If I had a dollar for every time I’ve heard that in my public relations/marketing career! Strong, effective leaders recognize the advantages of having a professional communicator on their side, and they don’t wait for a crisis to hit first.

Effective messaging

Creating high-quality content and messaging that attracts and retains audiences requires expertise in writing, design, and multimedia production – especially when working with diverse audiences. We’ve all seen a message that ended up offending an audience group because their perspective wasn’t considered. Professional communicators are skilled in crafting clear, concise and compelling messages and content for websites, social media, newsletters, and other platforms, enhancing the company’s presence and influence.

Brand consistency

A company’s reputation is one of its most valuable assets, and maintaining a consistent brand voice and message is crucial for building and sustaining identity. Pros work across departments to align messaging and visuals with the company’s brand values and guidelines. They work proactively to build and protect the company’s reputation through positive storytelling, manage online reviews, and address negative feedback in a constructive way. 

Crisis management

Professional communicators play a crucial role in managing crisis situations and mitigating damage to the company’s reputation. They are trained to handle sensitive issues, provide timely and accurate information, and maintain public trust through transparent and effective communication.

Media relations

Building and maintaining positive relationships with the media is essential for a company’s image. Pros have the expertise to interact with journalists, pitch stories, and secure media coverage that highlights the company’s achievements and perspectives. They also serve as a gatekeeper for your subject experts, ensuring one of your employees without media training isn’t about to talk with a reporter and unintentionally say something that makes your organization look bad. 

Stakeholder and employee engagement

Professional communicators understand how to engage various stakeholders, including customers, employees, investors, and partners. They develop strategies to communicate effectively with each group, fostering trust and loyalty. 

Innovation and adaptability

With ever-changing algorithms and digital platforms, the communication landscape is constantly evolving. Pros stay up to date with industry trends and innovations, keeping the company’s communication strategies relevant and competitive.

Professional communicators bring a wealth of expertise and strategic insight that can significantly amplify a company’s ability to connect with its audiences, manage its reputation, and achieve business objectives. Their skills in crafting effective messages, engaging stakeholders, and navigating complex communication challenges make them invaluable assets to any organization. 

Ready to build or amplify your company’s communications plan? Worthy Communication is here to help. Reach out to learn how we take your messaging to the next level.

July 30, 2024
An interview with a reporter may last for 15 to 30 minutes, but only a few words or sentences end up in the final story. How do you prevent miscommunications or mistakes from ending up in print or on the air?

Take the topic of water rights and conservation in the United States. That’s a big, controversial subject with intricate, scientific info that needs to be shared to convey the story. But if the audience doesn’t understand your expert’s input – perhaps because it’s too jargony, or incomplete due to a rambling answer that was trimmed — what good is that interview really doing to move the topic forward? 

The best way to prevent being misquoted or having a statement taken out of context is to answer questions using soundbites. A “soundbite” is a short, catchy, and memorable piece of speech or a phrase that captures the essence of the topic in a way that’s easily digestible for the audience. Soundbites are used in news broadcasts, social media, and advertising because they’re concise and impactful.

So how do you narrow your topic into a series of soundbites?

1. Understand the audience
– Know who you’re trying to connect with and what they care about.
– Tailor the message to resonate with their interests and concerns.

2. Keep it short and simple
– A good soundbite is usually one sentence long, or a few short and snappy sentences.
– Use clear, simple language – no technical jargon or acronyms. Ask yourself: “would my grandparents understand this?”

3. Focus on key messages
– Identify the core message you want to convey and stick to it – no matter how many times or ways the question is asked.
– Avoid going off on tangents or providing unnecessary details.

4. Use strong and vivid language
– Use powerful and evocative words that capture attention.
– Metaphors, analogies, and vivid imagery can make the message more memorable.

5. Practice brevity
– Practice saying your message out loud in as few words as possible without losing meaning.
– Time yourself to ensure your statement can be delivered in a few seconds. Television interviews are especially brief in terms of on-screen time.

6. Emphasize quotability
– Create statements that could stand on their own as a pull-quote and be easy to share.
– Think about how your message will look in print or on social media.

7. Repetition and reinforcement
– Repeat key messages to reinforce them.
– Consistent repetition helps embed the message in the audience’s memory.

8. Engage emotionally
– Emotionally charged statements are more likely to be remembered and shared.
– How do you want readers and viewers to feel? Inspired? Frustrated about a situation? Motivated to help?

If you’re being interviewed, it’s because you’re an expert in that subject. Make sure the reporter and audience understand exactly what you’re saying, in a way that will make the most impact. At Worthy Communication, we’re experts at helping you craft succinct messaging for your upcoming interview.

‘…but please don’t quote me on that.‘

Can I tell you something “off the record?”

That important and nuanced phrase is often used at the wrong time or entirely misunderstood when people speak with reporters. 

In my communications career, I’ve had to beg and negotiate with reporters many times after finding out leaders spoke with them without knowing the meaning of “off the record” and “on background.” One of these incidents included someone in a position of power telling a reporter the organization was about to implement mass layoffs – before employees or the rest of the leadership team was aware. 

It would have been a disaster if that article had published. Fortunately, the reporter was a pro and I was able to offer a solution that worked well for both of us: an exclusive interview in exchange for embargoing the information for a few days. Crisis averted!

If you aren’t experienced in working with the media, the terms “off the record” and “on background” refer to different levels of confidentiality and attribution for the information provided by a source. You must say those exact words and have an agreement with the reporter before providing information. If reporters had a dime for the number of times someone gave them a juicy quote or news tip, only to say, “but don’t quote me on that,” they’d probably be well on their way to buying their own media outlet. 

Information provided “off the record” is given with the agreement it won’t be published or attributed to the source in any way. It is purely for the journalist’s understanding and cannot be used in the story. This is a good option when you want to give a journalist context or insight into a situation without having that information appear in the story.

Information provided “on background” can be used in the story but cannot be attached directly to the source by name. The information can be attributed to a general description of the source (such as “a government official” or “a person familiar with the matter”). This method is used when you want to provide information that can be published, but don’t want to be directly identified. In this case, it’s also worth discussing with the reporter how that description of the source will read. If it’s well-known that a leader only has two close business partners, for example, info attributed to “a close business partner” of the leader will clearly have come from one of two sources.

Even if you use one of these key phrases, keep in mind that there is nothing stopping the reporter from finding another source who can tell them the same thing “on the record.”

July 10, 2024

Don’t Overlook ‘Hyperlocal Media’ When Telling Your Story

Are you struggling to spread the word about happenings at your business or organization? In a time when global news is just a click away, hyperlocal journalism is often overlooked as a source of community information and connection. These smaller news outlets report on content overlooked by larger media organizations, and are often distributed as free weekly or monthly publications which are well-read by residents. 

Hyperlocal media outlets also include community radio stations and websites that highlight everything from local government decisions to neighborhood events and small business features.

July 1, 2024

Don’t Shoot the Messenger! Navigating Combative Conversations

It’s no secret our divisive politics are ripping apart the fabric of our society. In the battle of strong opinions, the messengers are often caught in the middle. Reporters. Local government communicators. Librarians. Election workers. People who have very little control over high-level decisions.

The abuse aimed at those delivering information has been intense and incessant. From social media messages and voicemails to face-to-face harassment, the “passion” exuding from members of the public is making working in these positions untenable. So how do you handle an irate resident/customer/audience?

Since the level of abuse will likely amplify as we wade through another election cycle, the following strategies can help you navigate these difficult situations with professionalism and grace.

1. Stay calm and professional

Why it matters: Maintaining your composure is crucial. Abusive customers may try to provoke an emotional response, but responding with anger or defensiveness usually escalates the situation. Remember: It’s not personal. 

How to do it: Take a deep breath before responding. Use a calm, steady tone and focus on the facts rather than emotion. If needed, take a moment to compose yourself before engaging further. If needed, use the “I’m headed into a meeting” tactic, but absolutely call the person back when you’re in a calmer headspace.

2. Set clear boundaries

Why it matters: Establishing clear boundaries helps protect your well-being and ensures abusive behavior is not tolerated.

How to do it: Politely but firmly inform the person abusive language or behavior is unacceptable. For example, you could say, “I am here to help you, but I can’t do that if you continue to use abusive language. Let’s keep our conversation respectful.”

3. Listen actively

Why it matters: Sometimes, people are abusive because they feel unheard or frustrated. Active listening can help defuse their anger and demonstrates you’re taking their concerns seriously. Taking those moments to let someone vent can sometimes deescalate the situation and help you discover the root cause of the issue.

How to do it: Let the person express their concerns without interrupting. Acknowledge their feelings and summarize their main points to show you understand. For instance, “I hear you’re frustrated about (an issue). Let’s see how we can address this.”

4. Provide clear and concise information

Why it matters: Clear communication can often alleviate frustration by providing the complete information customers need. Some strong opinions are based on hearsay, not facts.

How to do it: Use simple, straightforward language. Avoid jargon and be specific about what steps are being taken to address their concerns. Providing a timeline or next steps can also be helpful. If needed, follow up later with additional information or to confirm their concerns have been resolved.

5. Use written communication when necessary

Why it matters: Misinterpretations can occur in verbal exchanges. Putting things in writing provides a record of your interactions and adds a layer of formality that may help to defuse irate situations.

How to do it: If a conversation is becoming too heated, suggest moving the discussion to email. This allows you to carefully consider your responses and maintain a professional tone.

6. Know when to escalate

Why it matters: Some situations may require intervention from higher authorities, especially if there are threats or continued abusive behavior. 

How to do it: Have a clear protocol in place for escalating issues. Document the interactions thoroughly and inform your supervisor or legal department, if necessary.

7. Take care of your mental health

Why it matters: Constant exposure to abuse can take a toll on your mental health. It’s important to take care of yourself to continue performing your job effectively. 

How to do it: Seek support from colleagues, supervisors, or a mental health professional if needed (review your benefits to see if your organization offers an employee assistance program). Take regular breaks, practice stress-relief techniques, and ensure you have a healthy work-life balance.

Dealing with abusive members of the public is challenging in any environment, but managing these interactions professionally is crucial to bridging the gap between your organization and unsatisfied constituents/customers. However, no one should ever feel in physical danger. If you feel threatened, don’t hesitate to contact law enforcement immediately.