At all times, but in particular when we\u2019re facing a crisis, there is an increased need to make sure the information you\u2019re sharing is current and based in fact. It\u2019s too easy for rumors run rampant, and misinformation and false narratives can spread fast. Associations are a trusted source of industry news, which puts you in a position to ensure that your audience is getting the information they need most.<\/p>\n
Your members are looking to you to address how this crisis is going to affect the industries in which they work and the future of the world around them. Only share content from reliable sources and be transparent about where you\u2019re getting your information. This is particularly important on social media \u2013 it\u2019s easy to post or retweet information that is unverified or based in hearsay or opinion.<\/p>\n
Communicate Frequently and Consistently<\/strong><\/h4>\nTo date, most associations have already sent out the most critical information related to cancellations and postponements of upcoming events, office closures and remote work that will affect how members can reach staff. That\u2019s just the first step. That vital, timely information should continue to be released in the days, weeks and months to come. Tell your members what you can, as soon as you can, and then keep in touch at regular intervals with updates and reminders. While we are always aware of the challenge associations face with cutting through the clutter, in a crisis situation you cannot overcommunicate.<\/p>\n
On the other hand, you also have to start thinking strategically about what content your members will need as this crisis continues. You want to create a communications strategy that is proactive, not just reactive. Whitepapers, educational resources and handouts, sample templates for plans and policies, editorial content from your publications \u2013 now is the time to promote all of your most relevant content that can offer actionable ideas. This includes new content you\u2019ll create in the midst of this crisis, as well as past content that is still applicable.<\/p>\n
Use All the Tools You Have<\/strong><\/h4>\nMost associations have a variety of channels that they use to share different types of messages and communicate with different audiences, and you should be utilizing every single one of them right now. Your association website is probably the most important communications channel you have at your disposal. It\u2019s important to note, important updates related to the coronavirus crisis should be front and center on your homepage \u2013 don\u2019t make your members look for what they need. Your other digital communication channels \u2013 email, social media and e-newsletters \u2013 can also be used to get information out quickly.<\/p>\n
With so many employees shifting to remote work<\/a>, your members are in a better position to consume content virtually, meaning now may be the right time to try out a new platform \u2013 podcasts, video and online communities where members can lean on each other are growing by leaps and bounds.<\/p>\nAssociations that have a career center or job board need to utilize their platforms to help companies and potential employees connect quicker than ever<\/a>. This is a way to provide encouragement and support for your members who find themselves under new working conditions. Many are working from home (often with other family members and children present) for the first time or putting in long hours in an attempt to conduct business as normally as possible, while others face reduced hours or, in the worst case, a potential layoff or hiring freeze.<\/p>\nFinally, while digital is vital to your communications strategy, don\u2019t downplay your more traditional channels like your print magazine as a way to provide in-depth analyses of how the crisis could affect your industry and tell your members\u2019 stories through interviews and Q&As.<\/p>\n
Be Honest and Authentic<\/strong><\/h4>\nIt\u2019s more important than ever that your message strike the right tone for the situation. We could all use a laugh right now, but make sure it\u2019s in line with the context of the messaging. You don\u2019t want to come off as glib or belittle the severity of the moment we\u2019re all facing. Balance humor with seriousness depending on the content and channel you\u2019re sharing. By accepting the gravity of the crisis we\u2019re facing, your association has an opportunity to calm worries and be a voice of reason.<\/p>\n
It\u2019s also OK to admit that you\u2019re not always going to have all the answers right away, and no one knows what will happen one week, one month or one year down the line. Everyone is doing their best to adapt to what is happening from day to day. Currently with COVID-19, changes are happening rapidly. Now is the time to make your content and resources available to everyone who could use it the most. Don\u2019t just share the items with members; lift up your entire industry by making this content accessible to everyone who needs it right now.<\/p>\n
Remember: We\u2019re in This Together<\/strong><\/h4>\nAbove all, show compassion and have understanding \u2013 for your members, your teams, your community and yourself. Everyone is worried and unsure of tomorrow, let alone where we\u2019ll be a year from now. It\u2019s likely that the economic consequences will linger long after the effects of the coronavirus itself. Individuals and businesses will need to regrow and rebuild, and associations can help their members do just that by communicating and collaborating in new and exciting ways.<\/p>\n
The good news is that associations have long been a source of support for their communities, and your members need you right now to continue to fight on their behalf and provide them with the resources that help move our world forward.<\/p>\n
How has your association been communicating through this crisis so far, and what are your plans in the weeks to come? If you\u2019d like to share some of the content or plans you\u2019ve created so far to help other associations, please send them to me at ssain@naylor.com<\/a>. I’ll share in a future article.<\/em><\/p>\n<\/div>![\"\"](\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Sarah-Sain-headshot-e1574457273284.jpg\")
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Most associations have a variety of channels that they use to share different types of messages and communicate with different audiences, and you should be utilizing every single one of them right now. Your association website is probably the most important communications channel you have at your disposal. It\u2019s important to note, important updates related to the coronavirus crisis should be front and center on your homepage \u2013 don\u2019t make your members look for what they need. Your other digital communication channels \u2013 email, social media and e-newsletters \u2013 can also be used to get information out quickly.<\/p>\n
With so many employees shifting to remote work<\/a>, your members are in a better position to consume content virtually, meaning now may be the right time to try out a new platform \u2013 podcasts, video and online communities where members can lean on each other are growing by leaps and bounds.<\/p>\n Associations that have a career center or job board need to utilize their platforms to help companies and potential employees connect quicker than ever<\/a>. This is a way to provide encouragement and support for your members who find themselves under new working conditions. Many are working from home (often with other family members and children present) for the first time or putting in long hours in an attempt to conduct business as normally as possible, while others face reduced hours or, in the worst case, a potential layoff or hiring freeze.<\/p>\n Finally, while digital is vital to your communications strategy, don\u2019t downplay your more traditional channels like your print magazine as a way to provide in-depth analyses of how the crisis could affect your industry and tell your members\u2019 stories through interviews and Q&As.<\/p>\n It\u2019s more important than ever that your message strike the right tone for the situation. We could all use a laugh right now, but make sure it\u2019s in line with the context of the messaging. You don\u2019t want to come off as glib or belittle the severity of the moment we\u2019re all facing. Balance humor with seriousness depending on the content and channel you\u2019re sharing. By accepting the gravity of the crisis we\u2019re facing, your association has an opportunity to calm worries and be a voice of reason.<\/p>\n It\u2019s also OK to admit that you\u2019re not always going to have all the answers right away, and no one knows what will happen one week, one month or one year down the line. Everyone is doing their best to adapt to what is happening from day to day. Currently with COVID-19, changes are happening rapidly. Now is the time to make your content and resources available to everyone who could use it the most. Don\u2019t just share the items with members; lift up your entire industry by making this content accessible to everyone who needs it right now.<\/p>\n Above all, show compassion and have understanding \u2013 for your members, your teams, your community and yourself. Everyone is worried and unsure of tomorrow, let alone where we\u2019ll be a year from now. It\u2019s likely that the economic consequences will linger long after the effects of the coronavirus itself. Individuals and businesses will need to regrow and rebuild, and associations can help their members do just that by communicating and collaborating in new and exciting ways.<\/p>\n The good news is that associations have long been a source of support for their communities, and your members need you right now to continue to fight on their behalf and provide them with the resources that help move our world forward.<\/p>\n How has your association been communicating through this crisis so far, and what are your plans in the weeks to come? If you\u2019d like to share some of the content or plans you\u2019ve created so far to help other associations, please send them to me at ssain@naylor.com<\/a>. I’ll share in a future article.<\/em><\/p>\nBe Honest and Authentic<\/strong><\/h4>\n
Remember: We\u2019re in This Together<\/strong><\/h4>\n
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