Good communication doesn’t mean leading every conversation.
Rather than treating people like members of a passive audience merely waiting for a brand’s next social post or marketing campaign, organizations should embrace a community-centered approach, argues Danielle Brigida, senior director of wildlife communications and strategy at the World Wildlife Fund.
“A community mindset means you’re recognizing that you’re one part of a larger conversation, not the center of it,” said Brigida.
In a learning module hosted on Ragan Training, Brigida outlines three steps brands can take to ensure their communications strategy supports and strengthens communities.
- Listen: Before anything else, brands need to listen to what members of a community are talking about. What’s on their minds? What challenges are they facing? How do they speak to one another? “Listening is one of your most powerful tools,” Brigida explained. “It helps you understand what people are saying, why they care, how they behave and where conversations are heading.”
- Create: The next step is for brands to get involved. Enter the conversation. Answer a question. Share useful resources. Whatever you do, make sure it adds value to the group. Brigida noted it’s important for brands to remember they’re not creating for the community. Rather, they’re creating with the community. Getting fixated on controlling certain outcomes will only lead to frustration and disappointment.
- Evaluate: As the feedback starts to roll in, measure your progress. Keep tabs on what’s resonating with the community and what’s not. “Whether it’s a campaign or just an idea, how does it perform?” said Brigida. Examine all the responses, whether it’s praise, criticism or silence, then refine.
Becoming part of a community, Brigida added, may take some time. It’s not a linear path. And that’s OK.
“Recognizing that this is a continuous learning opportunity from the community will really get you in the mindset to constantly test, listen, and adapt,” said Brigida.
Watch the full session, titled “Community Relations Foundations: Supercharge Your Digital Communications,” on Ragan Training.
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