How Do You Pivot a Communication Strategy in Response to External Events?

    Authored By

    PR Thrive

    How Do You Pivot a Communication Strategy in Response to External Events?

    In the face of unforeseen circumstances, the agility to shift communication strategies is crucial for any organization. We reached out to founders and CEOs to share their experiences, detailing how they've successfully navigated such challenges. From a crisis response with straightforward messaging to pivoting strategy amidst a pandemic, here are five firsthand accounts of rapid communication adaptation.

    • Crisis Response with Straightforward Messaging
    • Neutral Stance During Global Conflict
    • Leveraging Trends for Positive Engagement
    • Adapting to Remote Work Communication
    • Pivoting Strategy Amidst Pandemic

    Crisis Response with Straightforward Messaging

    I remember this one time, we had a bit of a crisis on our hands—a product we were all proud of started giving users trouble. There I was, sipping my morning coffee, when the news dropped. My phone started buzzing, and I knew it was all hands on deck.

    We didn't have a second to waste. I pulled my team together, and we got straight to the heart of the matter. 'Let's keep it simple and honest,' I said. We crafted a message that was just plain talk, explaining what happened and what we were doing about it.

    We got that message out everywhere we could think of, making sure we were talking to folks both inside and outside the company. And every time the situation updated, we were quick to relay that information, keeping everyone in the loop.

    It was a hectic time, but by being straightforward and responsive, we managed to navigate through it. People appreciated our no-nonsense approach, and it really reinforced the trust they had in us. That's the thing—when you talk to people like they're your friends, they're more likely to stick with you through thick and thin.

    Rahul Mittal
    Rahul MittalTechnical Team Lead, Gleexa

    Neutral Stance During Global Conflict

    When the Russia-Ukraine war began, it significantly impacted our approach at PRLab. We quickly realized that the traditional method of newsjacking, which involves leveraging current news stories to promote our clients, became less effective. With the war dominating headlines, other stories couldn't capture the same level of attention. It was a critical moment to reassess. We decided that the most respectful and strategic approach was to adopt a neutral stance, avoiding expressing opinions on the conflict. This decision was driven by the understanding that the situation's sensitivity required a more measured response. Instead of competing with the overwhelming news cycle, we focused on creating relevant content but not relying on current events for traction.

    Matias Rodsevich
    Matias RodsevichFounder, PRHive

    Leveraging Trends for Positive Engagement

    In a swift communication pivot, our company once turned an unexpected social-media trend into a positive engagement opportunity. A popular meme, unrelated to our brand, gained massive traction, so we decided to join the conversation creatively. We crafted content aligning our brand values with the meme's humor, instantly connecting with a broader audience. This showcased our agility and garnered unexpected attention, turning a potential challenge into a thrilling interaction with our community.

    Jon Torres
    Jon TorresCEO, Jon Torres

    Adapting to Remote Work Communication

    Navigating the abrupt transition to remote work presented a critical need for effective team communication. Recognizing the vital importance of staying connected, I swiftly adapted my approach to address the unique challenges of remote collaboration. Implementing more frequent check-ins became a cornerstone of our communication strategy, providing a platform for team members to share updates, address concerns, and foster a sense of unity. Advanced collaboration tools facilitated seamless communication, ensuring that everyone remained engaged and informed despite physical distances. I focused on creating an environment where team members felt encouraged and comfortable expressing their needs and challenges. This shift in communication dynamics proved vital in sustaining team cohesion during these unprecedented times, fostering a culture of openness and adaptability that significantly contributed to our collective ability to overcome challenges and maintain productivity.

    Phil Sandner
    Phil SandnerPresident, Easy Spa Parts

    Pivoting Strategy Amidst Pandemic

    When the COVID-19 pandemic hit, we had to pivot our communication strategy swiftly. Our initial strategy focused heavily on promoting our in-person services and events, which became irrelevant overnight. Recognizing the need for immediate change, we shifted our focus to online engagements, highlighting our virtual design consultations and promoting our eco-friendly home workout wear. We also ramped up our social media presence, offering tips for staying active at home and engaging with our community through virtual challenges. This pivot not only helped us maintain relevance but also strengthened our relationship with customers during a challenging time, demonstrating our adaptability and commitment to their needs.

    Nicolas Krauss
    Nicolas KraussFounder and CEO, dasFlow Custom Sublimation Apparel