Telling people about something.
WHAT WARRANTS AN ANNOUNCEMENT
Something your audience genuinely benefits from knowing.
WHAT TO ESTABLISH
Who needs to know What they need to know When Through what channel
WHAT ORDER TO TELL PEOPLE
Those directly affected first Staff before external audiences Then customers, partners and the public
WHY STAFF FIRST
Learning about their employer from outside is damaging and it is avoidable.
WHAT TO PREPARE
The message Answers to the questions it will raise Who handles enquiries
WHY ANTICIPATING QUESTIONS
An announcement that raises unanswered questions creates anxiety.
WHAT TO ANTICIPATE
What people will fear.
WHAT EXAMPLES SHOW
An expansion raises questions about existing sites A partnership raises questions about independence A change of leadership raises questions about direction
WHAT TO ADDRESS EXPLICITLY
Those.
WHAT TO TIME CAREFULLY
Anything sensitive.
WHAT TO AVOID
Announcing before it is certain Announcing at a moment that invites unfavourable comparison Announcing and being unreachable afterwards
WHY THAT FIRST POINT
Retracted announcements damage credibility.
WHAT TO ENSURE
Consistency across every channel.
WHAT TO PREPARE FOR
The announcement being reported differently from how you framed it.
WHAT TO DO
Ensure the facts are clear enough to survive reframing.
WHAT TO MEASURE
Whether the audience understood it.
