Communicating With Clarity in a Chaotic World

A devastating earthquake leaves more than 40,000 dead and 6 million people homeless in Turkey and Syria.

Horrific war rages in Ukraine. 

Here in the US, senseless mass shootings happen nearly daily, while instances of police brutality occur with heart-wrenching frequency. 

Great books are being banned, ethnic groups are being targeted, and teenage girls, according to a new study, are awash in sadness. 

Not to mention the balloons tracking our moves and the robots angling for our jobs. 

We didn’t start the fire, but it seems to be burning with renewed ferocity. 

And it can be a lot.  

Yet as communicators and PR professionals, absorbing all of this chaos is part of our job description. In fact, the best communicators I’ve known are those who maintain keen sense of the moment – a steady finger on the pulse of the here and now. 

This awareness is obviously essential for a PR pro pitching relevant stories to media outlets, but is also key for an internal communicator to make sure the content they’re sharing isn’t tone deaf to what might be happening outside their workplace. 

Knowing what is happening in our world and your community helps provide context to the content you produce, and assures ongoing awareness of what is weighing on the minds of those in your audience. 

It guides us in when, how and where to share information. It helps us find the right tone. It reveals when it may make sense to weigh in on issues and events that may not directly impact our work but matters to those we aim to connect with. 

And, thankfully, it presents opportunities to provide, when fitting, a break from the madness with content that inspires, uplifts or simply prompts a smile or laugh.

To do your job well requires that you don’t turn away from the reality of our world. It also demands that you manage your news and information consumption to avoid getting overwhelmed or completely jaded. 

There is nothing wrong with taking a time out. In fact, it is essential.

But when the game clock starts ticking again, commit to communicating with the clarity and context that will help your audience better navigate a complex and chaotic world.