Own Your Narrative. Because If You Don't Talk About Who You Are, Someone Else Will

Reputation is revenue. Full stop.

And here's the harsh reality of today's business world: Consumer trust can evaporate in a matter of hours thanks to social media and the 24-hour news cycle. In worst-case scenarios, negative headlines and bad feelings may quickly turn to boycotts – and your brand rep is toast.

So, how can forward-thinking brands steer clear of drama that damages the bottom line? It starts with owning your narrative. Which means that your brand communications teams should be viewed as C-suite counselors and messaging co-pilots – not the team you bring in to copyedit a media statement after you've crafted it.

The savviest execs know this, and they're giving their comms teams latitude to shake up their media mix, deprioritize earned efforts and focus more on owned content that allows for better control of key messaging – all while offering a window into organizational or workplace culture.

Not sure where to start? Hire a communications strategy firm – like our team at Bond! And in the meantime, check out our top three tips for communicating with meaning, heart, and authenticity during divisive times.

1) Develop a strategic communications matrix.

This will help you anticipate scenarios – crises included – where you'd be at the center of a meaningful response, or might be called upon to enter the conversation as part of a group. Plan and prepare well before a situation's right in front of you.

2) Examine your value and values.

What do you stand for? What do your run toward? Know what matters to you most and make plans to spotlight what you cherish or champion. That might mean creating always-on messages to showcase your values in good times, and then delivering value to your communities when they're facing hardship. Think now about the core services, assistance or information you could provide to become truly helpful in times of need.

3) Prove your dedication over time.

It's not enough to say you support something with a social media post or a press release. In fact, doing that alone can backfire. The public wants to see your receipts, so it's critically important to regularly showcase how you're contributing to causes, addressing issues and supporting communities closest to your brand. This is a year-round effort that requires attention to message AND medium. And BTW – if you're only trumpeting your "support" for one month of the year or reactively because of a crisis, it's a sign that you may want to re-evaluate more than just your communications strategy.