Why Being Proactive is a Smart Communications Strategy
By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida
Far too often we make the mistake of tailoring our communications to be so strategic, that they aren’t strategic at all. The cornerstone of a strong strategic communication's strategy, is to be proactive. As per Merriam-Webster
“Proactive definition is — acting in anticipation of future problems, needs, or changes.”
Being proactive allows you to nurture customer and client relationships before there is a fault in them. This strategy intends to increase customer loyalty, when we are getting a cause related campaign this is very necessary. Your ultimate goal is to get the most people interested, and making them feel appreciated, naturally facilitates word-of-mouth.
We can discern the value of being proactive. Now, what are considered proactive communications strategies? According to a notable CRM company, in their article ‘Proactive: Take the initiative’…
“ Proactive communications include opt-in notifications and chats, social media responsiveness and multi-channel contact.”
In this time of social media and instant gratification, keeping customers happy (and loyal!)instead of complacent is our new goal. Direct Marketing News, makes a point to explain three steps which foster these relationships:
Develop an understanding of the target audience and provide options for opt-in communications
Tailored communications based on the individual customer’s needs
Customer control options for contact
I myself have seen this strategy displayed by many corporations. Throughout the month I receive, in various formats incoming messages from the Human Rights Campaign. Emails that update me on the status of ongoing issues, and information on where my contributions go. This all occurs before I have the time to look for it myself, this is very helpful in keeping me informed.
Additionally, I often receive information relating to donations and possible questions I may have. Every so often I have a representative reach out to me via phone call or text and ask me how I’m feeling on the current state of Human Rights issues and their organization in general. All of these proactive points of contact with me has maintained me as a contributor. This organization is my personal example of how proactive communication has retained me.
‘Planned Parenthood’ is a prime example of a non-profit organization, that is leveraging proactive strategies to maintain a strong base. According to their website (Links to an external site.) this non-profit group encompasses “more than 13 million activists, donors, and other supporters all working to advance access to sexual health care and defend reproductive rights.” They are active in supporting sexual health care. They have been doing so by providing sexual education in order to educate the public, they also aim to impact policies with this education. Inclusively they register people to vote! This is part of them working with health champions all over the US.
They make use of social media with active Instagram (Links to an external site.), Facebook (Links to an external site.), and Twitter (Links to an external site.) accounts. They use these accounts to spread information, but choose to share it in different formats depending on the page. For example, larger videos play on FB while witty captioned images are for Instagram. What they share includes sexual education and informing the public of the policies of people they can vote for. By doing so, they are constantly keeping their followers informed. This also promotes action, as their promoting that a difference can be made. They maintain an empowering tone, and keep their images and messages positive. Overall they remain true to their cause on all platforms, and undoubtedly keep growing due to this!
The main differences between a proactive and a reactive approach, is in how you are perceived by the consumer. A Proactive company responds quickly to problems, and often avoids them entirely by constantly keeping their audience in the loop. Whereas a company’s whose strategy is relative, will often suffer the consequences of a misinformed audience. This is exhibited in the form of social media outreach that expresses this confusion or discontent. A proactive company alert its audience of unexpected changes, upcoming things to expect, and the overall happenings on a consistent basis.
The infographic below, created by G & A partners does a wonderful job of highlighting the key differences in this perception.
In maintaining donors and supporters for your cause, this type of communication is especially valuable. Because most times your client base is not purchasing a product, but rather an idea. Selling a fairy tale of sorts relies on excellent company to consumer relationships. Proactive communications ensures the quality of relationship is retained, and thus allows for future participation and loyalty from the consumer base.
