?? When messaging through a political crisis, coalition builders must prioritise flexibility and empathy

At a time when communities around the?world are?being ravaged by war, epidemics, climate catastrophe and genocide, campaigners need to adapt to changing conditions. Our audiences and collaborators are people who experience loss; whose lives are shaped by political crises. They are not?just repositories for messaging and content. So, how do we reflect our acknowledgement of that reality?

For our August?newsletter, we spoke to Disha A. , Global Communications and Global Communications and Campaigns Lead at Comms Hub, one of WMS' close collaborators. Disha Arora is an award-winning feminist documentary filmmaker and international development communications specialist. Disha is committed to challenging social systems and ideologies which promote gender-based discrimination. She has developed international campaigns and partnered with The World Bank, International Planned Parenthood (IPPF), UNFPA, UN Women, American Express, European Union, and Indian Ministries Health and Education.

In one?sentence, Disha tells us that coalition building can only work if we are committed to witnessing our peers as people, navigating a volatile world ??

Context Note:?Comms Hub, in partnership with the Democracy Development Foundation, launched a significant initiative in Armenia with nine civil society groups addressing police reforms, youth participation, women's rights, and anti-corruption efforts. The goal was to enhance public awareness of civil society's role using polling, focus groups, and digital analysis to tailor campaign strategies. Simultaneously, alongside our Ukrainian Member Hub, Common Sense Communication (CSC), Comms Hub amplified Ukrainian civil society's voice in Ukraine and Germany. The initiative focused on advocating for Ukrainian civilians detained in Russia, forming a coalition of 29 Ukrainian CSOs in Germany.

1. During conflicts, prioritise flexibility

Effective project planning is indispensable, yet our experience reveals that blending meticulous planning with adaptability gives the best results. For instance, our work with Ukrainian CSOs highlighted the critical importance of managing timelines and adjusting strategies dynamically to align with shifting public sentiments and emergent issues. This approach ensures our messages remain relevant and resonate deeply with our audiences.?

Similarly, in Armenia, despite careful planning, the eruption of conflict and subsequent displacement from the Nagorno-Karabakh region posed significant challenges to campaign implementation timelines and messaging strategies. In response, we adapted promptly, reallocating resources and adjusting campaign narratives to address evolving humanitarian needs and public perceptions.?Drawing from these experiences at Comms Hub, where we encountered intricate geopolitical landscapes, we recognize that pivoting swiftly when plans deviate is essential for maintaining campaign efficacy. The ability to adapt strategies in real-time ensures that our communications not only respond to immediate crises but also contribute to long-term narrative change and organizational resilience

2.?Empathy generates engagement and builds strong community

Our campaigns have also taught us that flexible communication is only so impactful without empathy. Thus, empathetic communication forms the cornerstone of our approach. By attuning ourselves to the emotional pulse of our partner CSOs in Armenia and Ukraine, we've fostered transparency and trust.?Comms Hub believes CSOs in unstable geographies require a particular approach when it comes to support and capacity building. We believe that in such cases, a mere results-driven approach will not work too well. Rather, we must adopt an empathy-driven lens with partner CSOs. It helps in building long-term trust. By actively listening to your community’s needs and concerns, you can tailor your strategies to connect on a deeper level. This approach not only enhances engagement but also builds a supportive network.

3. Long-term partnerships are the key to sustainable comms?projects

We engaged closely with partner organizations through mentorship and open conversations. These experiences underscore the importance of building and maintaining trust within coalitions, enabling us to leverage each organization's strengths effectively toward achieving shared goals.?We have also learned that long-term engagement and partnerships are the key to sustainable communications projects, especially in volatile geographies. The communication strategy for such regions must prioritize enduring relationships within their network, grasping societal and contextual issues, and expanding the collective capabilities of the CSOs. In Armenia, for example, our ongoing dialogue and commitment to mutual trust among coalition members have not only sustained momentum but also ensured cohesive messaging across diverse platforms.? We have come up with the CivilSociety4You platform, which is a shining example of how building coalitions can supercharge efforts.