So what do Navistar VP of Communication and Reputation Jon Harmon and Monty Python’s “Life of Brian” have in common? Both encourage us to look on the “bright side.” OK, that’s probably where the similarities end — but there is a good lesson here for B2B communicators and marketers.
At a recent PR industry event in Chicago, Harmon said that because of the financial crisis, many communicators are over-focused on negative news, and forgetting to also communicate their organization’s vision and positive messages.
He cited the FCC as a good example. While over-focusing on the few potential negatives some select users will see when transitioning to a digital cable TV signal, the group isn’t coming close to capitalizing on the many positive messages regarding this transition: more channels, clearer picture, an easy installation process and rebates that essentially make the transition free.
In these trying times, it is especially important to be hopeful yet realistic. Harmon offers three tips for ensuring you keep communications balanced when offering not-so-rosy news.
- Come clean with the news of the day. Honestly present the facts and/or figures.
- Tell your audience you are fixing the problem, and explain the steps you are taking.
- Talk about the positives. What is the company’s vision and growth strategy? What good things are happening now? What is on the horizon? Don’t overstate the positives — but don’t forget them either.
It’s this three-step strategy that helped Navistar navigate recent challenges regarding its SEC filings. But the approach can work beyond financial communications — it also applies to communications to our customers, employees, communities and other audiences as well.
As a side benefit, remembering to focus on the bright side of our businesses just might help us all cope a little better with these pretty difficult times.
So keep your chin up, and help your organization do the same.