What are the best practices for aligning your messaging with your values across different channels?

Core values are the backbone of any organisation. Core values keep everyone intact and organised with the goal. That is why it is crucial to set the core values to become a guiding light for everyone in the hierarchy. The world's top organisations follow values defined clearly and communicated to everyone.

Start by clearly outlining and articulating your corporate purpose. Your corporate values should be derived from that and should be lived on a daily basis.

With stakeholders more emboldened than ever across corporate America, corporations are being compelled to change the way they operate in many different ways. Above all, a company’s corporate purpose has never been more central to its investment thesis with stakeholders looking to invest or be associated with companies whose moral and ethical values align with theirs. Forward-thinking companies are converting employees into vocal proponents of their business and brand by encouraging them to grow their own personal brands across digital channels. The long-term success of companies depends on the long-term success of employees, and a workforce that feels truly valued by its employer, particularly during challenging times, is a powerful asset.

Random and timely audits are the best way to audit the messaging. This helps to evaluate the changes required in the messaging across different channels. Also, content management tools help everyone stay updated if there are any changes in the messaging. It is essential to follow every organisation's playbook, the communication bible. There are different versions which are updated over time and help to keep updated.

After understanding the audience, you must draft the key messages that define the objective and core message that must be communicated. You have to keep in mind to establish the tone and voice. Also, you may need to tailor it according to the communication channels like social media such as Instagram, Twitter, etc. Please note that developing guidelines in the playbook or creating templates will help to maintain consistency.

Adapt your storytelling according to each stakeholder group and each channel, make sure the tone and the narrative are adequate for the purpose of that message and remember that authenticity may win the day when it comes to trust.

Each channel has a distinctive user base with different preferences. Character limits, visual content, and interaction styles vary across platforms. Could you modify the length of your message to fit the platform (for example, shorter for social media and longer for blog posts)? If possible, do it. You may also incorporate images, videos, or infographics based on the platform's visual requirements. Response and interaction should also be defined clearly in the playbook and followed. There should not be lost hands while responding to the audience on any communication channel.

Employing an AI tool can be massively beneficial for finding out what works and what doesn't for your audiences. Keeping track of sentiment can help to determine where messages have been well received or landed poorly, and can help to avert a crisis before it arises. Doing this manually would be time consuming and nearly impossible to accomplish. By the time you finished, there would be a new mountain of information to sift through and the insights would be out of date. AI can continuously monitor a vast array of data points to ensure that you have the most accurate snapshot of your audiences at any given moment. Allowing technology to handle this burden will free you up to be more creative and strategic with your messaging as a result.

As humans, we all evolve based on preferences and market trends. So, keeping updated and quickly enhancing the messaging experience is essential. There are also different channels where the engagement demands modification, which must be incorporated. There are various content management tools which can be used to achieve this. Please keep in mind that while performing these actions, you must be in tune with the brand consistency.