Three Things To Consider For Your 2022 Communications Strategy

Jaime Hunt is vice president and chief communications and marketing officer for Miami University of Ohio. 

Two years ago, we were in a very different place. The notion of a worldwide pandemic that would require a massive pivot seemed unfathomable. As 2022 approaches, it can seem like unpredictability dominates. We were knocked off our axis in 2020 and our “new normal” — clichéd, I know — is still uncertain. As communicators, we must be prepared to flex with the times. Consider these three things as you craft a communications strategy for 2022.

Internal Communications

With a large number of office employees working remotely — or on a hybrid schedule — information that was once passed along at the water cooler or overheard in the hall isn’t always reaching everyone anymore. As it becomes clear that remote work is here to stay, we need to find new ways to share information and — more importantly — engage our employees. Ideally, team members should feel fully involved and informed, whether they are working in the office or from home. Many people are now using the plethora of communications tools available in the marketplace.

But is there a strategy you can employ? You should build an internal communications strategy based on your organization’s goals. As you consider those goals, think beyond “everyone knows what’s going on.” Instead, consider employee engagement levels to be a needle worth moving. How can your hybrid or remote workers be more involved and remain informed about your organization? How can you create shared experiences that bring scattered employees together? Can your strategy help boost not only productivity but also employee satisfaction? Also consider alternatives to top-down communications with employees. Instead, use a multichannel approach that gives employees an opportunity to have a voice. Rather than broadcast, engage.

Visual Communications

The data do not lie, and the data tell us that people engage far more with visual content than with content that is text only. According to a 2020 study by Wyzowl (no affiliation), 66% of consumers would prefer to watch short videos to learn about a product or service compared with 18% who would prefer to read a text-based explanation. Videos, graphics, GIFs, infographics and photos can draw people into your organization’s story. In my experience, video in particular is becoming increasingly important thanks to its ability to increase a user’s understanding of products and services. Content should sit at the core of your communications strategy; visual content should consume the bulk of that territory. But don’t just take my word for it: Perform your own analysis. Look at how your audience interacts with your content. Which social post types generate the most engagement? What type of video content are people viewing? With the abundance of data now available to communicators, it has never been easier to know what is working and what is not.

Agility As A Necessity

If there is one takeaway from the pandemic for me, it is that flexibility and adaptability are necessary characteristics for people to thrive in a crisis. We should apply that same agility to our communications efforts. As I said above, never before have we had access to the level of data we have available today. We can see in nearly real time when our communications are landing and when they are missing the mark. Be prepared to pivot when you need to so your organization can home in on what works and abandon what does not. No strategy can be untouchable. To have a truly agile team, you should be willing to dig into data, perform a thorough analysis and make decisions that are driven by that data. “We’ve always done it this way” and “we spent too much time to stop now” are phrases we should ban from our vocabulary. Instead, reflect on what’s working — and what is not — and flex accordingly.

The world is rapidly changing and headed in directions we couldn’t have predicted just two years ago. Organizations should adapt — and fast. These three takeaways can help you improve your communications strategy and prepare you for whatever is next in our uncertain world.

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