In our role as consultants to both commercial enterprises and non-profit organizations, we at McGill + Partners see first-hand – and help to develop transformational solutions for – the unique communications and media challenges that each type of enterprise faces.

I’d like to share some concepts and ideas – six to be exact – that perhaps relate most specifically to the communications dynamics of non-profits – associations, NGOs, member organizations, institutions, et. al. But if you’re working in a for-profit commercial media environment – especially so in a B2B where the richness and depth of relationships you build with your professional audiences are critical – please read on, as these ideas can be applied to your challenges as well.

1 – It’s All About Engagement

The communication and relationship expectations of audiences and constituencies have profoundly changed. Audience and member expectations for the targeted relevance, speed of delivery, and depth of information are high – and will most likely continue to rapidly evolve, driven by emerging technologies and expanding channel capabilities. Embrace and utilize the appropriate range of communications tools and channels to develop breadth, frequency of contact, depth, and interaction – and to develop two-way, like-minded community relationships with your members and key constituencies.

2 – Know Thy Audiences and Their Needs

One media solution clearly does not fit all audiences. The professional demographics and generational attributes of your audience will influence what mix and weight of media channels is appropriate; their information needs and expectations will define content served across those channels; their diversity (and your goals and mission) will define who you target with what information. Know your audience now and – of equal or greater importance – know what your audience will look like in future years.

3 – Have a Strategic Plan and Generate Actions

Flying by the seat of your pants is a bad idea. Define your strategic communications goals, identify what your measures of success will look like – and then deliver organizational/mission ROI. Build a communications strategy, stay true to the strategic purpose of your communications initiatives, and measure the results. Employ communications to inform, influence thinking, and generate specific desired actions among each of your constituencies, including members, advocates, sector influencers, legislators, regulators, funders, business partners, advertisers, and sponsors.

4 – Assure Content Alignment and Relevance.

Content is still king – but now and in the future it is and will be about content in context.
Deliver targeted content with clear tangible values that is aligned with organization objectives and has specific relevance to each segment of your constituencies. Use content to inform, build deeper relationships, and deliver and demonstrate professional and/or personal value.

5 – Explore Strategic Alliances

It is no longer a go-it-alone, insular world. Prospective content and business alliances and partnerships can enhance reach, leverage, and impact – and build and expand media-based revenues. Your old “competitor” may now become your new friend.

6 – Project and Protect the Brand

Your brand is an invaluable asset. Use of multiple communications platforms allow that brand to be projected widely and become more visible and recognized – but comes with fundamental risks that you’ll lose control of consistent brand visuals and messaging. Extra care and attention to managing your brand is critical.

A final thought or two: Whether we seek to connect and communicate with audiences on behalf of commercial or non-profit initiatives, the myriad of communications challenges – competing for audience attention in an ever-more cluttered and ragged media landscape, the fast evolving emergence of new channels and technology (be honest, who had leveraging social media in their communications action plan three years ago?), the fundamental changes to media-based revenue sources – are very real. Today’s environment requires both precision and flexibility in the way we utilize media platforms and channels and what and how we communicate. And yet, amid all these challenges we are ever-more equipped with new tools and evolving capabilities to really connect with and engage our audiences and business partners (see Idea #1). And that’s rather exciting! – Gary Dolzall