Communicating through Change at Critical Moments
Today Capstrat is hosting an NCPRSA program on communicating through change, featuring a panel of people who have considerable experience ranging from a health care company, the news media and as a business owner. I'm looking forward to hearing what they have to say.
At Capstrat we look at change as an example of a critical moment, where things are moving fast and organizations have an opportunity to use communications to alter the course of their success. Critical moments are things like new product introductions, mergers and acquisitions, competitive threats, regulatory shifts or crisis.
In our experience communicating at critical moments requires these fundamentals:
- Deep industry knowledge and understanding of the issue.
- A commitment to velocity.
- A robust toolkit of communications tools because critical moments require a comprehensive approach.
- Executive engagement beginning with clear input and continuing through execution.
- Flexibility to be able to change plans in response to new challenges or opportunities
From healthcare reform to new product introductions, we're seeing terrific examples of critical moments these days. As a result, I believe there's no better time to be in the communications business.
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