Why messaging matters more than ever

By Meghan Gross, Vice President, Pierpont Communications

COVID-19 gave rise to a new era of crisis communications, including heightened expectations by employees and stakeholders who are increasingly signaling approval or disapproval with their feet and with their wallets. Many businesses were not able to withstand the economic shutdown and closed. Others stayed afloat but faced new challenges with the new remote work environment. In times like these, companies’ internal and external messaging is crucially important, not only for the success of the business but for the perception of their brand as a whole to connect company purpose to hearts and minds.

This moment was not an imperative to communicate more – it was an imperative to communicate clearly. Messaging is among the most potent tools companies have to break through the noise. While various technology platforms help us stay connected, effective messaging connects, engages and mobilizes us. Strong messaging can not only provide vital information to stakeholders, but it can also connect people and cultivate a sense of community. In practical terms, messaging underpins everything from an internal employee memo or a press release to a social post or a town hall gathering. Messaging is more than words on paper, it can be an important tool to align and coordinate an organization.

Customer and client loyalty is in decline. According to Hubspot, 55% of consumers trust companies less than they used to and 33% would switch companies following just one instance of bad service. In this instance, strong consistent messaging could be the difference between retaining a client and their trust in a brand or losing them completely.

Nothing illustrates this challenge more clearly than what we have experienced throughout the last two years of retail, hospitality and supply chain disruptions during the pandemic. Consumers daily were barraged by a complicated range of messages from federal and state agencies, local officials, and private businesses causing information overload about services available or not, businesses open or closed, products in stock or shipping dates met or delayed. Any business in any sector was forced to navigate through this turbulence.

For an organization, having a strong message framework can help during uncertainty. First, it provides guidance for disciplined, enduring storytelling. This means companies are able to increasingly utilize a network of employees, partners, and influencers to help communicate their story to the public in a consistent manner. Second, it aligns an organization around the company’s key concepts. The framework allows communicators to practice discipline and help multiple groups and leaders tell the same story. Third, messaging provides a guideline by which to measure the effectiveness of leadership communications, customer satisfaction and employee engagement.

Consumers today are increasingly looking to private sector leaders for guidance, and one important way of leading is communicating with authenticity and specificity. CEO or leadership communications can be an important tool in bringing a company or brand to life.?A strong message framework provides top leadership and the board with guidelines adaptable to nearly every internal and external format. Good messaging supports better communications outcomes, reinforces investor confidence and bolsters sales efforts.

Finally, effective messaging puts the customer at the center and showcases that a company is committed to doing things in their customers’ best interests, delivering on the company’s promise, adhering to its core values and always striving to deliver value regardless of the circumstances.

With a new year now unfolding and relaxed pandemic protocols, strong messaging is an important factor in determining whether a company succeeds. From creating a favorable company brand, to keeping employees engaged and satisfied, connecting with customers and protecting a company brand, messaging is always at the core. Before acting on the how, where and when we communicate it is important to address what we communicate.