In Uncertain Times, Communicators Hold the Key
JANUARY 27, 2025
By: Scott Westcott
Have you ever slowed down to get a closer look at a car wreck?
I mean, who hasn’t? It’s human nature to take a long lingering look when you come across an alarming or disorienting scene.
This dynamic comes to mind as we begin the second week of a new administration that has moved with disarming speed to roll back advances across a swath of issues that have been central to the work of philanthropy for decades.
But unlike in a car crash between strangers, this has far-reaching implications.
It’s time to stop rubbernecking and get to work.
For professional communicators who support philanthropic and social good organizations, it’s time to use our expertise, skills and experience to help our colleagues snap out of it. Now is the time to focus on paths to progress – and seek out common ground where we can unite in support of causes that move our communities forward in positive ways.
Nobody has all the answers yet on how to best communicate as these dramatic changes unfold in real time.
But this much is clear: effective communications are needed more than ever.
It’s time to put some of your superpowers to work.
One way to start is by sharing a message of reassurance or resilience to rattled or disheartened supporters — and to your internal team that is looking to make sense of what’s happening around them.
Core to that message is the emphasis that the vast majority of your organization’s important work moves forward uninterrupted, and likely with renewed purpose.
But that’s just the beginning.
If you haven’t already, it’s critical to re-assess your messaging to determine if it most effectively supports your mission and resonates with your audiences.
At some organizations, that may lead to doubling down or strengthening key messages. At others, it may make sense to change some language or shift tone to minimize risks while increasing opportunities to engage new allies.
Storytelling has served as a tool to make sense of a chaotic world since images were etched on cave walls.
We can help light the way forward by capturing and crafting stories that add clarity, spark inspiration, or deepen resolve and understanding. An efficient start might be to dig through the archives to reshare some inspiring or instructive stories that meet this moment.
Your community — and our nation — needs to know there are organizations that continue to do good work, remain committed to meeting the needs of the most vulnerable among us, and are taking a stand on issues that matter.
To that end, amp up your outreach, pitch timely stories and op-eds to media outlets, post compelling social media content, and look for ways to engage key influencers.
Your communication skills will also be valuable as you initiate some of the difficult conversations within your organization and with key stakeholders. In both spontaneous conversations and more organized sessions, you can help facilitate challenging conversations with an eye toward developing messages or strategies that help build unity or further your mission.
Finally, we must be active and empathetic listeners. Many of us likely don’t fully appreciate our ability to effectively listen in thoughtful ways — but this is an essential part of communications and storytelling. Lean into it!
By making sure those who we work and interact with are fully seen and heard, we are building trust and helping others find their footing for the uncertain journey ahead.
Now that we’ve seen what’s happening, it’s time to snap into action. And drive forward with resolve and purpose.
