Rainy Day Communication Planning
At this moment in time, I’m sitting through my second encounter with Tropical Storm, sometimes Hurricane, Isaias. The first encounter was earlier this week in San Juan, Puerto Rico, where we experienced two full days without electricity. On a side note, my record without power is twenty-one days, but that is a story for another post. Today, I’m getting a second dose of the storm here in Baltimore, Maryland. At this moment we are under a tornado and flash flood watch.
All of this has brought to mind, the need for having communications planned and built, ready to send as soon as the news of an impending event breaks. A lot of the organizations we work with do not have any messaging planned, let alone built for events which are common and occur annually. These messages can include, but are not exclusive to, hurricanes, earthquakes, tornadoes, and of course, pandemics.
Now, the messages we advise on having ready to push out to your audiences via email, SMS, push notification and/or social media differ by organization. For example, a food bank would be well served to have a notice about emergency hours of operation and how to get in touch when power may be down or phones lines are busy.
On the flip side, a food delivery app, should send out push notifications to users on days where the rain is coming down and it’s not desirable to go outside. It’s a perfect opportunity to remind hungry app subscribers that your delivery crews are working hard to get hot food out quickly.
The point? Having messages planned out, even though they exist outside your regular communication strategy will set you apart and drive positive returns.
At a minimum, we advise you begin to consider working with your marketing team to draft messages for a handful of scenarios. If trying to determine what makes sense for initial messaging, think about what you see on the news throughout the year. Droughts, fires, hail storms, flash flooding, flu season… the list goes on, and there is no limit to how many response emails you can have. In fact, having a robust set of messages will serve you long term, allowing you to update those that aren’t used, and refine those which are.
If you aren’t sure exactly where to start on copy, what communication channels are best suited for your needs, or which images are able to drive the best results, get in contact with our team. We can help you define the response email strategy and advise on how to integrate with your larger communication plan.
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