Making Smart Communication Decisions: Putting Your Plan in Context

January is an ideal time to take a fresh look at the broader environment in which your PR strategies exist. Too many companies start a new communications effort (or continue an existing one) as if no one has ever talked about the topic before. However, more often than not, facts, perceptions, opposition/competition and discussion are already in play.

If your organization is engaged in a public "debate"—and that can include anything from a public policy discussion to a debate as to which technology is the better choice (think Blu-ray vs. HD DVD or plasma vs. LCD, for example)—then you need to understand the context of your efforts.

Here are a few questions to consider:

• What's happening around you that will affect your communications strategy?
• What's the current focus and tone of the debate or conversation on your issue, product or service?
• Whose "voice" is currently heard the loudest?
• Are there pivotal events, milestones or actions that could possibly veer the conversation in a new direction?
• What unexpected events could help or harm your efforts if they occur?
• What other organizations or competitors are working to frame this issue? And are they working with or against you?
• What new barriers have emerged? What barriers are no longer an issue?
• Are there misconceptions or misinformation that might get in the way of your communications efforts?
• Who is currently seen as the preeminent source on the topic or issue?

Once you've completed a thorough external scan, you can ensure your communications plan is founded on the right strategic approach: framing, intensifying or reframing.

Approach 1: Frame
You fall into this category if no one is talking about your issue, product or service already. Most communications strategies are developed as if this were the starting point, but it's rare today to find a product, service or issue that's never been discussed before. If in fact you do fall into this category, a primary focus of your efforts must be to first define what "it" is and explain why people should care about it or want it.

Approach 2: Intensify
When a debate is already set in motion and the conversation is moving in a direction that's favorable to you, then your strategy should be to intensify the position. In this case, you can spend your efforts reinforcing the conversation that is already underway, such as by providing additional evidence and supporting facts, showcasing the benefits to end users and providing independent experts that agree with the position.

Approach 3: Reframe
If your opposition or competitor is winning the existing debate—and no amount of fact sheets, press releases or media interviews will help you win—then it's time to change the conversation. Reframing is without a doubt the most time and resource intensive approach to take. It also requires creative thinking. Environmentalists, for example, successfully reframed the debate about urban sprawl from "anti growth" to "smart growth." Cell phone companies reframed the debate about intrusive cell towers by making it a safety issue. And gun-rights groups changed the conversation from "guns kill people" to "people kill people."

Keep in mind that the context within which you're operating is continuously changing as new voices, opinions and information is added to the debate. Therefore, it's critically important to take a fresh look at your approach every few months to ensure your efforts are being spent in the smartest fashion.

Copyright © Bon Mot Communications LLC 2008

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