Finding the Balance: Proactive and Reactive Communications

In a recent roundtable discussion with representatives from various companies, we explored their approaches to reactive and proactive communications. Here are our top 10 key takeaways from the session.

1. Robust planning and rapid response: A comprehensive communications plan and a team on standby are crucial for effective reactive communications. This ensures quick, coordinated responses involving the right people from across the business.

2. Integrating daily tasks and long-term planning: Successful companies find value by planning proactive communications in advance. This involves setting yearly goals and assessing potentially reactive opportunities quarterly.

3. Resource management: Even with small teams, it is vital to respond quickly to external developments. Effective proactive communications involve setting yearly priorities and strategies for different teams, emphasising collaboration and foresight.

4. Thought-leadership and localisation: Identifying thought-leaders and crafting timely responses to daily news is key. Proactive strategies should be developed at a global level and then localised to ensure relevance.

5. Competitive edge in reactive communications: Aiming to be the first to comment on trends and social news ensures a competitive edge. This requires quick, reactive approaches and aligning proactive strategies with business goals while managing client expectations.

6. Campaign-based approach: Treating each project or product as a campaign, with detailed planning up to a year in advance, can help you prepare for high-risk scenarios. Tailoring strategies to specific audiences and planning smaller campaigns three months in advance will enhance your effectiveness.

7. Newsroom dynamics: Operating like a newsroom, with proactive planning for upcoming events and quick reactions to news, ensures you are prepared.

8. Understanding client behaviour: Building trust and understanding clients’ behaviour enhances reactive communications. Proactive efforts should focus on quality content, identifying key messages that resonate and are timely.

9. Media consumption and agile planning: Staying informed about relevant media and being flexible in planning allows for timely adjustments to communications strategies. This agility is essential for responding to the evolving news agenda.

10. Tailored strategies and thought-leadership: Developing tailored strategies for different clients and learning from similar cases ensures relevance and effectiveness.

These insights highlight the importance of planning, agility, and strategic alignment in both reactive and proactive communications, ensuring businesses can effectively manage their messaging in various scenarios. When you combine reactive news with proactive thought-leadership you can build a strong communication framework.

If you would like to find out more about how Mediapoint could help your business with communications please visit our website, or get in touch to find out more. To find our more visit our website.