I have a friend who, in college, used to play a game that involved the following: While driving, approach a red light at speed while bluffing to his passengers, “I’m not going to stop! I’m not going to stop!” In the nick of time we always stopped, of course, but each time it felt like we were just a bit closer to not stopping at all.
His game makes for a good metaphor about the political gamesmanship in Washington, D.C. this week—but rather than braking at the last second, our Congress blew through the red light and into a shutdown of the federal government.
“What we’ve got here,” I couldn’t help but think, “is a failure to communicate.” I’ve long believed that failures are really just learning opportunities—so, what can communications professionals learn?
Here are a few thoughts.
In politics, usually the loudest megaphone wins. That’s not always true outside of the Beltway. When it became clear that the federal government was headed for a shutdown, press releases from Capitol Hill began to fly, directing blame for the shutdown toward their colleagues, most trying to make their boss the loudest voice on the issue. This tactic may work in politics, but businesses with stakes far outside the D.C. echo chamber have different priorities. It can be challenging to get your message out in a crowded media environment, which makes it all the more critical to tailor your message to specific audiences and target the markets that have the greatest potential to help reach your business goals. A good public relations plan for your business should focus on reaching these key audiences and markets—not simply on being the “loudest” voice in the room.
In a crisis, look for ways to make advocates out of your customers. When I began my career as an intern in Washington, I was always on the lookout for a free lunch. During the shutdown, some D.C. businesses are providing just that. A popular hamburger joint on my old block is offering free burgers to furloughed government workers. A favorite D.C. haunt of mine, Kramerbooks Café, is offering happy hour prices all day (but notes that members of Congress pay double). A cold drink or a complimentary lunch might be just what furloughed workers need. These types of promotions give businesses a chance to show their human side and an opportunity to introduce themselves to new customers and fans. In situations like this one, find ways for your organization to connect with existing and new customers or clients. Even something as simple as messages posted on social media channels or a small promotion can turn customers into advocates for your business.
Never lose sight of what really matters in communications: people. There is a sense that folks in Washington, D.C. don’t spend a lot of time thinking about the impact of their actions on real people. In June, the polling organization Gallup asked Americans how much confidence they have in American institutions: 65 percent of respondents said they have “quite a lot” or a “great deal” of confidence in small businesses. On the other end of the spectrum, just 10 percent said the same about Congress. Do you think there’s a connection? Small businesses live and die by the satisfaction of their customers or clients. Beyond that, it’s crucial to maintain happy investors, partners and employees. When you’re brainstorming your next communications strategy, don’t forget that the audiences you are trying to reach are all made up of real people. Customers may not be driven by “moving the needle” for your business—but they will reward you if you put their wants and needs first. Employees, though, may be driven by the important role they play in helping your business succeed. Find what motivates your audiences and craft a communications plan that will connect with them.
Back up your message with action. Many people are, unsurprisingly, perturbed that members of Congress continue to take home salaries while so many federal workers are at home, furloughed. Some of the country’s biggest banks experienced a similar PR issue when the enormous salaries of executives were revealed in the midst of an economic crisis. The lesson? If your actions don’t match your words, your stakeholders are going to notice. It’s easy for a guy behind a desk in Seattle to criticize members of Congress for taking a salary—but a minor gesture can sometimes go a long way to repairing a damaged reputation.
Something tells me that Washington, D.C. will provide many more “learning opportunities” in the coming months and years. As communicators, we will no doubt stay tuned. For those of you in the Capitol, we hope you have a chance to take advantage of shutdown specials at some of D.C.’s local small businesses.