Short-Form Video: The Secret to a Killer Content Strategy

Short-form video has taken the social media world by storm in recent years. Just think back to 10 years ago when Instagram was merely a curated highlight reel. However, since TikTok entered the social media scene, it’s caused an explosion of short, “snackable” content that has led to some fantastic, hilarious and utterly bizarre videos going viral. Other social platforms have hopped on the bandwagon with the introduction of their own short-form video formats – Instagram Reels, Facebook Reels, and YouTube Shorts.

Today people come to social media to share and engage with personal stories rooted in authenticity. With people craving deeper interactions with brands now more than ever, leaning into video has huge payoffs for brands looking to build long-term relationships with people. Read on for three reasons why video is an essential marketing tool.

Video content improves discoverability.

Sharing short-form video can help you reach new audiences. Because of TikTok’s popularity, the algorithm on other platforms has shifted to favor short-form video over other types of content. For instance, Reels appear in the Home Feed, in Stories, on user profiles, in the Reels tab, or on the Discover page. This means Reels can reach a much larger audience, whereas in-feed posts and Stories can only reach your followers.

Video content strengthens brand loyalty.

TikTok thrives on relatable and genuine content. Brands that show passion and personality in their videos tend to resonate more with people. Keep them coming back for more by making them laugh, giving them a glimpse behind-the-scenes, or teaching them how to do something new.

Video content increases engagement.

Video posts on social media get 48% more views. Regardless of how many followers you have, any video has a chance at going viral if it’s relevant, engaging, uses audio, and has well-chosen hashtags. And the more people you reach with video, the more likely you are to see your follower count and engagement rate grow.

Best Practices for Short-Form Video Content Marketing

Short-form video is revolutionizing the way we consume content and leverage our social media marketing efforts. Take advantage by developing an innovative video content strategy. Here are some things to consider:

• Lean into what’s trending. While developing a following is a worthy goal on any social platform, it’s not a prerequisite for creating a viral video. It’s more important to closely follow trends and popular hashtags and create videos that fit those elements.
• Capitalize on the binge factor. It’s all about the first three seconds. People spend 1.7 seconds on average on a piece of content, so if you want to grab your viewers’ attention, the first seconds of your video count the most.
• Engage like a user. Use creative tools native to each platform like text overlay, filters, or camera effects. And use music from the platform’s music library or even create your own original audio to stand out.
• Tailor your strategy to each platform. Recycling content from platform to platform is a big no-no. Videos with watermarks from other platforms won’t be recommended as often, so avoid uploading a video on multiple platforms without removing the watermark first. But it’s always best to create unique content for each platform.
• Don’t overthink it. Even though creating a video might sound time-consuming, you shouldn’t miss out on the opportunities that interactive content can offer. You don’t need to blow your whole budget on a big production. A lo-fi approach can also be a great way to forge a deeper connection with your audience.

So, are you ready to start creating?

from Lou Hammond Group https://louhammond.com/2022/04/28/short-form-video-the-secret-to-a-killer-content-strategy/
via https://louhammond.com

Social Media Trends for 2022

In today’s world, social media has become a part of many people’s daily lives. From searching Instagram to see the newest fashion style to mindlessly scrolling TikTok to watch the entertaining TikTok trends, it’s safe to say that many people are consumed on a daily basis.

As someone who works in the world of social media, I’ve seen firsthand that algorithms change on a daily basis and sometimes it can be tricky to adapt your social strategy to align with your business goals. The key is to understand the new trends and figure out a way to stand out among them. 

Read on for what will be trending for 2022.

TikTok will become huge

Think about TikTok as an immersive entertainment experience. Brands that are authentic and genuine show the best results. Brands are also encouraged to engage like a user, build a narrative and create with intent. As 50% of TikTok’s global audience is under the age of 34, staying engaged is more important than ever. When considering your TikTok strategy, you will want to keep these key insights in mind:

• 37% of viral videos are of a person speaking (51% into the camera)
• 58% of viral videos have a happy emotional impression
• 36.5% of viral videos are comedy
• 56% of viral videos had music (25.2% are pop songs)
• Use keywords other than “FYP”, “trending” or “viral” (TikTok has stated that hashtags such as #fyp or #foryoupage have little impact on popularity)

Source: Social Media Today

Video content will be a priority

Gone are the days when Instagram photos will be pushed to the front of your homepage. Instead, you will notice that you will see more video content amongst the people you follow. According to Instagram CEO Adam Mosseri, that platform plans to “double down” on its focus on video content in 2022. When creating Reels, you will want to keep these key insights in mind:

• Focus on inspiring or educating content
• Use beautiful visuals and brief captions
  • If you are educating the audience, break the message down to 4-5 short statements that can be displayed at different points in the Reel
  • Use brand hashtags or any relevant travel tags in the caption

• Education should be a core focus
• Display information in a way that is quick and digestible
• Focus on creating a connection and showing that values align rather than selling a product
• Carefully planned and executed videos are effective for showing a brand’s personality and values
• Highlight what differentiates your brand

Source: Social Media Today

Paid advertising will become essential

According to Hootsuite’s 2022 Social Media Trends survey, more than half (51.4%) of marketers surveyed informed that they plan to increase their paid social spend this year. As Hootsuite states, 38% of marketers will heavily focus on TikTok for increased social spending as that platform has seen a 700% increase in being effective for business goals. 

Influencer marketing will continue to soar

Over the past 5 years, influencer marketing has taken off. Globally, influencer marketing-related companies increased by 26% in the year 2021, reaching nearly 19,000 firms offering or specializing in these services. Because of this, 68% of marketers plan to crease their influencer marketing spend in 2022. 

According to the State of the Influencer Marketing 2022: Benchmark Report from Influencer Marketing Hub, the influencer marketing industry is set to grow approximately $16.4 billion in 2022. If your budget isn’t allowing for paid social, investing in influencers could be a cheaper alternative that is just as effective. There are influencers for every niche: travel, wellness, golf, fashion… you name it! They have proven time and time again that they can help marketers successfully achieve marketing goals.

from Lou Hammond Group https://louhammond.com/2022/02/28/social-media-trends-for-2022/
via https://louhammond.com

New Year, New Travel

January is the time for making resolutions, starting the year off with new goals and aspirations – a fresh start. Winding down from the holidays, you may sign up for the gym or swear off alcohol until February; if you’re anything like me, you scour “Where to Go in 2022” articles and start your travel planning.

Here are a few trends the Lou Hammond Group team has spotted for the new year, with some travel inspiration for the months ahead.

…But First

The latest consumer sentiment report from Destination Analysts reveals that while the concern for contracting COVID is still very real and has continued to impact travel plans, optimism is increasing and enthusiasm for travel is strong. Nearly 80% of Americans have trips planned in 2022, with 72.8% expressing the highest level of excitement for their future travel plans since Omicron arrived.

Ready for a Spree

With pent up travel demand and countless postponed trips over the past two years, Americans have been saving up and are ready to spend spend spend in 2022. We anticipate many GOAT – or “greatest of all time” – trips this year, with families and friends reuniting for bucket-list getaways. This increased spending suggests a rise in far-flung travel itineraries (cheers to international travel!), longer lengths of stay, and splurging for elevated experiences across accommodations, dining, and excursions.

Ready to head across the pond? London is calling! On Regent Street, Hotel Café Royal combines modern elegance with history, hosting everyone from Oscar Wilde to David Bowie. The hotel has partnered with “Van Gogh: The Immersive Experience” digital art exhibit to create a new bespoke Van Gogh Afternoon Tea experience. The whimsical menu takes guests on a tasting journey through Van Gogh’s most iconic works, with unique selections of cocktails and tea, conjuring the essence of the expressive artist.

For the ultimate wine lover, check out the inaugural Healdsburg Wine & Food Experience taking place May 20-22 in Sonoma County, California. With a focus on the producers and makers of the wine region, the celebration will offer tastings, celebrity chefs, exclusive music performances, and VIP (and even Ultra VIP!) experiences to educate on the region’s farmers and growers. Vineyard truck tours – available for the first time to consumers – will allow attendees to walk the vineyards, touch the soil and learn how wine is made from the person who makes it.

Out of Office – For Real

With the rise in “work from anywhere” office policies, many Americans used 2021 to explore a destination that served as both a vacation spot and a temporary office or school for the family. This year, however, we expect to see employees use their PTO for work-free getaways. Whether a full digital detox or simply to (re)establish the line between work and play, travelers are placing an intentional focus on leisure, self-care and mental wellness.

Along the 30 miles of Florida’s Paradise Coast – comprised of Naples, Marco Island and the Everglades – emails and conference calls are quickly forgotten. Instead, to do lists here include relaxing along white-sand beaches, exploring the “wild side” of the only sub-tropical mangrove wilderness of the U.S., gallery hopping along the famed Fifth Avenue South and dining on fresh local seafood. New this year, the Shy Wolf Sanctuary animal refuge offers Meditate with Wolves; a unique opportunity to meet and connect with the exotic animals under guidance of trained experts to offer different approaches to meditation, energy healing, yoga, and relaxation techniques.

Fresh and Clean

As health and safety remain top of mind, consumers will pursue outdoor adventures in their 2022 travels. Destinations with clear protocols in place offer peace of mind and those with wide-open spaces are poised for the sustained popularity of nature-based trips. Many will also continue to enjoy road tripping which allows for multiple stops, small-town hopping and the opportunity to easily bring the whole family along – pets included.

Following a record-breaking 2021, the state of New Hampshire is a great destination for active travelers looking to explore the great outdoors, with hiking and biking trails for all levels, and countless lakes for kayaking and fishing. And the best part is that visitors can experience the salt air along the charming coastline and breathtaking mountain views in the same day – but there’s no rush to do so; there are more than 1,000 miles designated as foliage drives and cultural byways.

Planning a cross-country road trip? A stop in Paducah, Kentucky, is a must as the American Quilter’s Society’s QuiltWeek returns April 27-30 after a two-year hiatus. Quilters worldwide flock to Paducah – home to The National Quilt Museum – for the four-day event that includes a quilt contest, workshops, lectures and vendors.

Meet the Locals

Beyond sightseeing, travelers are seeking to truly connect with destinations for more meaningful travel. These experiential moments span culinary – visiting local suppliers and learning about sustainable food sourcing; arts and culture – meeting the makers; history – this includes what’s unwritten; and so much more.

While Santa Fe, New Mexico, will celebrate numerous milestones in 2022, this most notable is the 100^th anniversary of the Santa Fe Indian Market in August. Produced by the non-profit Southwestern Association for Indian Arts, North America’s largest and most prestigious Indigenous art market will return in person for its centennial, featuring Native artists from all regions for visitors to experience live entertainment, fashion shows and more.

Bonus: Along with the above trends, we are seeing an increased sense of industry and consumer responsibility to protect the environment and give back to a community, which will be invaluable for the continued rebuilding of our beloved tourism industry and economy. Consider doing good where you can, even if that simply means leaving a destination just the way you found it.

Pro Tip: Don’t forget about TikTok for travel inspiration – it’s not just about trending dances. The platform is seriously growing its travel content as influencers create short-form videos of their experiences around the world. There are 1M posts and more than 8.8B views for the #travel hashtag!

Happy New Year and happy travels!

from Lou Hammond Group https://louhammond.com/2022/01/28/new-year-new-travel/
via https://louhammond.com

Four Festive Cities to Visit This Holiday Season

From the top of Maine to the southernmost coast of Florida, destinations alongside America’s eastern seaboard are ready to provide all of the holly jolly experiences you crave. Read on for four festive cities you can visit this holiday season.

Ogunquit, Maine

December at Cliff House Maine is chocked full of holiday cheer. Guests can look forward to gourmet S’more bars, themed viewing of holiday classics like “The Polar Express“ and Christmas Cookie decorating. A partnership between the hotel and Nubb’s Lobster Shack offers a delicious and fun seaside escape, complete with a private igloo and curated menu of seasonal favorites.

Enjoy a cozy meal in a private igloo at Cliff House Maine.

 

Portsmouth, New Hampshire

For those searching for the ultimate holiday travel experience, look no further than Portsmouth, NH. Visitors can finish up their holiday shopping tax-free at any of the local businesses along High Street, or head to Vintage Christmas in Portsmouth to shop among the wreath-lined streets. Celebrated for its distinct cuisine, Portsmouth offers culinary offerings at several of the most popular restaurants, including “12 Days of Christmas for Beer Lovers” at Row 34, and prix fixe menus for Christmas Eve and Christmas Day at many of the celebrated haunts, like Anneke Jans.

Ice skaters enjoying Vintage Christmas in Portsmouth.

 

Norfolk, Virginia

Norfolk will host the second-annual WinterFest on the Wisconsin (aboard the Battleship Wisconsin at Nauticus), a truly spectacular light display with over 1.5 million lights illuminating the historic ship. This year will feature new holiday experiences including The Grinch and Santa sightings, live music, and a lighted boat parade on Saturdays. Joining Norfolk’s festive lineup of holiday events this year is the Virginia Zoo’s ZooLumination, bringing animals to life with the help of thousands of LED lights! The larger-than-life experience will feature 29 inflatable animal sculptures that come to life at night with a stunning visual experience.

Winterfest on the Wisconsin at Nauticus.

 

Charleston, South Carolina

For the perfect Southern holiday this December, visitors can stay in the city’s newest, luxury boutique hotel – Emeline or the brand-new 153-key Sweetgrass Inn at Wild Dunes Resort, located on Isle of Palms. From exploring Charleston’s historic homes decked for the holidays and driving through two million lights at the Holiday Festival of Lights, to watching the annual Holiday Parade of Boats in the Charleston Harbor, travelers can enjoy a number of festive events and activities all month long. Guests can also celebrate the season while visiting Charleston’s historic sites, museums and cultural organizations that comprise the Charleston Heritage Federation (CHF). In fact, the organization recently relaunched their Essential Charleston Passport online, offering visitors a digital ticket to travel back in time and discover the city’s cultural mainstays. The passport includes admission to CHF’s five remarkable historic houses, the country’s oldest landscaped gardens at Middleton Place, the oldest preserved plantation house at Drayton Hall and more, which will all be festively decked out for the holidays.

The festive streets of Charleston, SC.

from Lou Hammond Group https://louhammond.com/2021/12/22/four-festive-cities-to-visit-this-holiday-season/
via https://louhammond.com

Roundup of LHG’s Best Spots for Seeing Fall Foliage

Saying goodbye to summers warm months is always hard, but falling into fall is the time vivid reds, bright yellows, and deep browns take over the green leaves and brings blockbuster of color. See a selection of destinations that are the best for fall foliage below.

Cashiers, NC (Jackson County)

In the mountains of Western North Carolina, visitors can experience one of the most unique leaf-looking experiences in the country – the Shadow of the Bear. This naturally occurring phenomenon makes an appearance for just 30 minutes on sunny days at 5:30 p.m. mid-October through early November just outside of Cashiers, North Carolina in Jackson County. It starts with a small dark shadow at the bottom of the valley and grows until it finally evolves into the bear as the sun sets behind Whiteside Mountain – what many geologists deem to be the oldest mountain in the world.

Outside of this special event, which also occurs in late winter from mid-February through early March, Jackson County is the best destination to view fall foliage due to its unique location tucked between the Nantahala National Forest and on the edge of the country’s most-visited national park, Great Smoky Mountains National Park. Fall in Jackson County is more eye-popping than your average autumn escape and beckons leaf peepers from across the nation.

Marquette, MI

On the shores of Lake Superior, Marquette, Michigan is a community where nature’s assets are on display through scenic vistas, rugged trails and rushing waterfalls. With 30% of Michigan’s land mass and only 3% of its population, the Upper Peninsula town of Marquette is nestled in dense forests that turn a combination of fiery reds, golden hues and pops of orange – there is no better Midwest destination to explore the outdoors while enjoying the bounty of Fall colors.  Outdoor activities range from hiking to fat tire biking on the city’s many trails to fly-fishing.  From unique dining experiences, award-winning craft breweries and a thriving art scene, Marquette embraces a culture anchored in artisanship and ingenuity.

Santa Fe, NM

Santa Fe National Forest, just 15 minutes from Santa Fe Plaza, is a site to behold year-round; however, in the latter half of September, the Aspen trees that dominate the forest turn a bright gold color that makes it especially beautiful. The peaks of the Sangre de Cristo Mountains tower above the high desert offering a breathtaking vantage point of Santa Fe’s natural landscape. Ahead of ski season, Ski Santa Fe opens its main ski lift exclusively on weekends and holidays in September for visitors to take in a birds-eye view of the foliage throughout the valley.For those who prefer to stay within the downtown area, the cottonwoods and other deciduous trees along the Alameda Street walking path and Santa Fe River also turn gorgeous autumn colors by mid-October.

Sacramento, CA

Known as America’s Farm-to-Fork Capital, Sacramento, California, is a culinary force featuring bustling restaurants, a thriving public art scene, and interesting Gold Rush history. What some may not realize is that the typography and climate in the region creates impressive opportunities for vegetation – from grapes to apples – and in autumn, vibrant trees. Visitors traveling east on US-50 through Folsom will soon arrive at the perfect place for flannel shirts, cider, and Instagram-worthy scenery. Comprised of over 50 orchards, the Apple Hill region offers vibrant foliage and impeccable fall vibes for visitors pursuing leaf-peeping, apple picking, and pumpkin patches. Surrounded by Sycamores and oaks, Apple Hill remains one of the most popular fall destinations in Northern California. Due to the more temperate climate, harvest typically begins around Labor Day and can run until the beginning of December. The changing colors can be enjoyed on nature walks, or while taking advantage of the local activities including golf, wine tasting, and shopping from the local farm-to-table vendors.

White Mountains, NH

With fall quickly approaching, New Hampshire is gearing up for another epic season of leaf peeping. Known for its picturesque landscape that becomes increasingly beautiful with the arrival of autumn, the Granite State has plenty to offer visitors of all ages. Visitors can experience the ultimate road trip as they uncover glorious views of New England’s famous foliage from the comfort of their car. Within the White Mountains, the most popular scenic drive is the Kancamagus Highway, commonly referred to as “the Kanc”). From Conway, the Kanc offers 34.5 miles of stunning mountain scenery through the White Mountain National Forest. In Lincoln, you can either turn north onto I-93 through Franconia Notch State Park and its soaring mountain peaks, or continue west on Route 112 through Kinsman Notch to Route 302, which heads to Bath, Lisbon, Littleton, Bethlehem, Twin Mountain and Bretton Woods, home of the Mount Washington Hotel. Rt. 302 continues east through Crawford Notch and past some of the most spectacular scenery in the East. Additional scenic drives can be found here. 

Cliff House Maine (Cape Neddick, ME)

Nestled across 70 oceanfront acres atop Bald Head Cliff on the southern coast of Maine, Cliff House Maine offers guests unrivaled experiences that are accessible, exceptional and spectacular. One of America’s most celebrated coastal resorts, the 186 guest rooms and 40 luxury suites, in addition to a classically restored New England cottage with a front porch overlooking the ocean, are an ideal spot for fall leaf peeping. Within a short drive from the resort (less than an hour), Maine’s natural tapestries can be enjoyed at: Rachel Carson’s Wildlife Refuge in Wells: Established in cooperation with the State of Maine to protect valuable salt marshes and estuaries for migratory birds. Located along 50 miles of coastline in York and Cumberland counties, the refuge consists of 11 divisions between Kittery and Cape Elizabeth. Laudholm Farm: Trails feature signs to help you find your way, identify plants and animals, understand the natural and cultural history of the site, and explore the changing leaves. Parson’s Way: A serene and somewhat secluded environment, featuring sweeping views and picturesque landscapes of fall leaves juxtaposed against the blues of the ocean. Fort Williams Park: Beautiful free park with walking paths with the nearby Portland Head Light – the most photographed lighthouse in America, and also the oldest in Maine. Mt. Agamenticus: Scenic vistas, fragile habitats, and distinctive trail system. Mt. Agamenticus is unlike any place else on earth and contains a very Authentic East Coast environment.

 

from Lou Hammond Group https://louhammond.com/2021/10/28/roundup-of-lhgs-best-spots-for-seeing-fall-foliage/
via https://louhammond.com

Four New Clients Join Lou Hammond Group – September 2021

Lou Hammond Group (LHG) announced four new clients for public relations/corporate communications, strategic planning, branding and digital marketing:

Jukes Cordialities – Launched in 2019 in the U.K. by internationally acclaimed wine writer and taster Matthew Jukes and his co-founder Jack Hollihan, Jukes Cordialities is a unique category of sophisticated beverages for discerning adults, with complex flavors assembled by the olfactory and sensory expertise of a professional wine taster.

Cabarrus County Convention and Visitors Bureau – Located some 20 minutes north of Uptown Charlotte, it encompasses five municipalities; the cities of Concord and Kannapolis, and towns of Harrisburg, Midland and Mt. Pleasant. Known as a hub of engaging experiences, the destination is home to premier motorsports entertainment, shopping, family-friendly attractions, outdoor adventures, historic sites, charming downtowns, and so much more.

The Carlton Tower Jumeirah – Situated in the heart of Knightsbridge, one of London’s most affluent and exclusive neighborhoods, the hotel is a five-star luxury property where history and sophistication meet. Owned and operated by global luxury hospitality company Jumeriah Group, The Carlton Tower Jumeirah, previously known as Jumeirah Carlton Tower, opened at the end of July with a new name, design features and amenities after an 18-month $137 million renovation.

SquareMouth – America’s fastest growing travel insurance comparison website that has helped over two million travelers find the best travel insurance policy for their trip at the lowest possible price. With decades of expertise, a multi-award-winning customer service team and industry-leading technology, SquareMouth allows travelers to save money and time by instantly comparing and purchasing a travel insurance policy from every major provider in the U.S.

Lou Hammond Group is an award-winning full-service marketing communications firm representing premium brands globally. The company, founded in 1984, is headquartered in New York with offices in Atlanta, Charleston, Denver, Houston, Los Angeles, Miami and Tampa. Visit www.louhammond.com.

from Lou Hammond Group https://louhammond.com/2021/09/28/four-new-clients-join-lou-hammond-group-september-2021/
via https://louhammond.com

Crafting a Crisis Communications Plan

A crisis is defined as a time of great danger, difficulty or confusion when problems must be solved or important decisions must be made. So how does this translate in the world of public relations and communications?

From a negative review to a natural disaster to a global pandemic, a PR crisis can come in all shapes and sizes, some having a large impact or others that may slide under the radar unnoticed. Crises can happen at any turn and with little to no notice. And in today’s world, the power of social media and going viral can turn any crisis into a #PRnightmare.

So how do we avoid the pitfalls of bad publicity? Having a team of PR pros on your side to protect your brand’s hard-earned reputation is an invaluable asset. Should the unthinkable ever occur, the below strategies are a few tools we utilize at Lou Hammond Group to navigate crises efficiently and successfully, no matter the size.

Preparation

Navigating a crisis is something that every organization should be prepared to face at some point in its operational life cycle. Developing a crisis communications plan allows you to respond quickly, efficiently and confidently. An effective plan will 1) designate a spokesperson for all media relations and to whom you will attribute media statements to 2) identify your key audiences 3) distinguish the best communication channels – whether social or traditional – to reach your target audiences and 4) inform all employees, board and team members of the above protocols so that communication efforts are streamlined.

Key Messaging

Once an emergency, disaster or misstep occurs, it is important to gather all the facts in order to craft your response. Every situation varies but leading with transparency and honesty is always recommended for when a public statement is necessary. The best responses typically address the key facts – the who, what, where, when and why – as directly as possible. To put it simply, sharing what your company has done, will do or when an update should be expected without placing external blame is the hallmark of any effective response. By creating these holding statements in advance, you are setting your company up to respond to any situation promptly and confidently.

Delivery

The saying – delivery is more important than the content – rings true in crisis communications. While content informs our audiences, its delivery can cause the message to be interpreted entirely out of its intended context. With that, the importance of how you choose to share your message cannot be over emphasized.

The delivery of a crisis statement can find itself taking many forms, but the first pivotal decision can be boiled down to whether you want your message shared proactively or reactively.  The benefits of a proactive approach allow you to get in front of the situation. The sooner you address the issue, the sooner people move on it from it and retain their trust in your brand. On the other hand, the benefits of a reactive approach allow a company to monitor the public sentiment and avoid shining additional light on an already negative situation. The particular crisis will inform your decision on how to time sharing your company’s response. Media training for executives and spokespersons is another tool we often recommend so that messaging can be practiced, tailored and effectively delivered in those more traditional interview settings.

Find Your Audience

Once you have established what your message is and when you want to deliver it, you will need to identify who you want it to be shared with – from stakeholders and employees to customers and media. Effective and swift communication with your target audiences is critical to a successful crisis strategy – whether you are sharing the protocols internally with executive leadership, informing stakeholders on the next steps and plan of action or communicating with the media publicly. Perhaps your crisis communications strategy is to share your holding statements with a few, targeted media that are familiar and friendly with your brand. Regardless of who your audience is, your messaging should be tailored to address their specific needs.

And let’s not forget about social media here. Businesses now more than ever rely on social media to communicate directly with consumers. This direct line of communication can be an asset, as well as a potential risk, and needs to be navigated thoughtfully. Having a presence on social media makes brands completely accessible to the opinions of the public, which brings us back to the importance of transparency and honesty in your key messaging.

Monitor

A crisis communications plan should be treated as a fluid, living strategy that can evolve with the needs of the company. This is why it is imperative to monitor public sentiment both during and well after a response is made to a crisis. Understanding various viewpoints and tracking how they evolve will only strengthen a company’s response. These viewpoints can range from the general public, a business’ customer-base, the media or even competitors. Having a firm grasp on what others are saying about your brand and its actions through the crisis will allow you to not only address but curtail further negative commentary. By critically assessing how your response was received, companies are provided the opportunity to learn and grow as for future crisis planning and better meet the needs of their stakeholders and customers.

The above strategies create a solid foundation for a successful crisis communication plan. The ultimate takeaway though is to create a strategy and stick to it. Take a sincere and honest approach. Communicate with transparency and demonstrate a willingness to learn and grow from the situation.

from Lou Hammond Group https://louhammond.com/2021/08/24/crafting-a-crisis-communications-plan/
via https://louhammond.com