How we tell our story - welcome to our new website!

In every industry or organisation, how you tell your story matters. Want to be loud? Get an X account and let loose. Want to be a bit more nuanced about it? Post a blog with carefully structured sentences that leave the right impression. Your message needs connect authentically but, remember, you need to be strategic enough so that your expertise as an organisation shines through...without outshining the message (obviously). Be intentional but be flexible. Be deliberate but be adaptable. Be visible, be everywhere, all of the time, with something valuable to say. Can’t be too tricky, right?

If you’re anything like me, you’ll read that knowing how difficult it is to achieve. Usually, gaps are just opportunities to evolve but in an environment where content is King and news moves 24/7, it is not only hard to trust but to earn trust from others. The need to be agile, responsive, and reachable is greater than ever – both as an organisation and as a consumer of news.

I like to think that communications need to ‘meet the moment.’ That encompasses a hell of a lot. Yes, you can go into the ins and outs of a good comms strategy: simplicity matters, targeted campaigns, timing is everything, etc. But, as the work involved in this project has demonstrated time and time again, ‘meeting the moment’ comes down to three things.

You need to see the bigger picture, be seen in the bigger picture, and you need to pay attention to what really matters.

How that translates to BPC is about engaging in purposeful storytelling – how we tell our stories, where we tell them and why we tell them. With a direction of travel and clear ambitions outlined in our ‘2024 and Beyond’ report, we want our communications to reflect those commitments, focusing on them in their entirety while making room for new priorities as and when they emerge. Our comms should not only inform, but reinforce our vision for the future of the sector, and we believe that standing up and speaking out is our opportunity to build trust.

It is our responsibility to ensure the voice of the sector is as relevant as possible, aligning with both the current landscape and the needs of our audience. That is why we have been working to create an environment that positions us at conversation starters, not just contributors.

If you’re reading this article, it’s likely because you’ve received a newsletter detailing the exciting changes ahead...or perhaps you've stumbled upon our website in your usual Friday morning internet trawl, realised www.britishpoultry.org.uk looks very different, and have rushed to Linkedin in mild panic! (cue a ton of people rushing to our website!)

Essentially, we want to meet people where they are at. We want to let them see, and be a part of, what we want to achieve so our communications efforts must be about putting ourselves at the centre of the conversation. We may not always get it right 100% of the time. But for our message, our voice, to resonate in today’s content-driven world, we need to be ensure we are telling our own stories - and telling them with authenticity and purpose.

Very long-winded way of saying our new website launches today! Take a look around, get a feel for it, and if you have any questions drop us a line. You know where we are!

Kerry Maxwell