I left my post in local government 3 months ago on the hunt for a new challenge. Shortly thereafter, I was given a great opportunity to work with the Shropshire Wildlife Trust covering Comms over the Summer. It’s been a good opportunity to see if the enlightened approach we’d been deploying at Shropshire Council would transfer into the charitable sector and nature conservation in particular. Turns out, perhaps unsurprisingly, that it does. An early trick was to create a blog linked to Facebook and Twitter to provide a fast-track to followers and friends that wasn’t reliant on the vagaries of local media. Becoming your own news agency is a tactic I would highly recommend but with two provisos;
1 All organisations be they for profit or otherwise, need to communicate. Let me be clear, I’m not talking about pronouncements and press releases. The kind of communicating I’m referring to is reflecting the day-to-day business of doing your job, showing people your busy-ness. Not with a spin or ‘look how great I am’; because if you are any good, your customers will do that on your behalf.
2 You can draw like-minded people to your organisation with a well-time tweet or Facebook post but you’ll only keep them there by reinforcing your shared values; by demonstrating them through reflecting your work and providing ample opportunities for people to engage or converse with your through those channels. That’s real communication.