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School is back in session around the country, and students are piling the supplies they need for success into their bookbags.

Here are several tools every organization should have to ensure a successful communications campaign.


Savvy Social Media Presence

Ignoring social media is not an option – especially since people spend more time on their phones in 2019 than they do watching TV. 

Times have changed and we’re living in a digital world, and businesses and organizations must adjust accordingly. By now, most businesses have created – at the very least – a Facebook account, but not all are active or have an effective social media plan.

Cover more than one base. Using multiple platforms – Facebook, Twitter, Instagram, Snapchat – allows you to reach more people and different audiences. Social media is vital to spreading your message and advertising your service, and allows for direct contact with your audience.

Assign a person or a group to manage your social media. Your content cannot be planned haphazardly, and a social media content plan should be a top priority for any business. This includes when you’re posting, what you’re posting, and who you’re trying to reach with each post.

Invest time into monitoring your social media efforts, using built-in analytics or different software options. For example, Facebook allows you to see when your followers are online and when they’re looking at content. Use information like this to craft your plan.

Strong Website

Despite a shift to social media, websites are still an effective way to drive business and connect with an audience. 

Social media serves as the hook that brings traffic to your website, leading to more engagement, and if applicable, sells and conversions. Where social media posts are shorter, a website allows you to go into more detail about your organization – who you are, what you offer, and how people can get involved.

Websites are an important way for new people to find your business, particularly through Google searches. Utilizing SEO will ensure people find your site – once they do, it’s on you and your designers to keep them online or to interact more in-depth.

A well-designed website allows you to be more dynamic in your messaging – you’re not hindered by word counts or technology restrictions based on the platform you’re using. Incorporate video, audio, and visually appealing material to drive engagement.

The website should show visitors who you are – ensure it matches the brand you’ve built and expands on what you do on social media.

Relationship with Media

You can control your message on social media and your website, but this isn’t always the case in the news, whether print or online.

Build relationships with local, state and national reporters – it pays to have a list of reporters you can trust and go to when you have a message to spread. Make yourself available to the media and be respectful. If you are willing to work with the media, they are more likely to give you a fair shake. 

These relationships are vital all the time, but never more so than in a crisis situation for your business or organization. You can immediately call a trusted source, tell them your message, and be more at ease knowing your story will be seen by the general public. 

The news media also opens the doors to a wider audience – those who may have not seen you on social media or have yet to visit the website.

These three tools are by no means an exhaustive list, but are vital to communicating effectively with your audience.

Sinclair can ensure your message is told and seen by a wide audience. We have the know how and connections to create social media plans, design effective websites, and work with the media. Let us help tell your story.

Sinclair Public Affairs

Author Sinclair Public Affairs

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