A communications program – almost by definition – requires a mindset that appreciates how quickly things can change. A major news event, policy shift, or lawsuit can pull the rug from under the best-laid plans.
Remaining flexible is more than just a desired quality. It is a necessity!
A flexible communication plan integrates monitoring tools that continually scan the environment for emerging trends, discussions, and news that can potentially affect the organization’s landscape. This fosters a receptive attitude towards change and ensures a degree of foresight, enabling the organization to steer its narrative adeptly rather than reacting to developments retrospectively.
Moreover, flexibility allows for experimentation and innovation. It creates a culture where creative solutions are raised, and new communication channels are explored.
Importantly, a flexible plan is good for relationships with stakeholders. It demonstrates that the organization is tuned in, responsive, and willing to engage in a manner that is both current and considerate. It builds trust as it shows that the organization is not rigid but open to feedback and ready to adapt its messaging to prevailing sentiments and realities.
Flexibility in a communications plan is not just a preference but a necessity, grounded in the understanding that change is the only constant. It ensures the sustainability of a robust, relevant, and resilient communications program.
