The 2024 U.S. Presidential election is over and the changes are coming our way will be drastic, fast and furious. In times like these of significant political transition, organizations face a unique challenge: how to maintain clear, effective communication when policies affecting their work can shift overnight. Whether you’re leading communications for a nonprofit, small business, or mission-driven organization, having a solid framework for managing rapid change isn’t just helpful—it’s essential.
Start with Your Internal House
Before crafting any external message, focus on your internal communications infrastructure. Your team needs to feel informed and supported to effectively carry your message forward.
Create Your Rapid Response Team. An all-hands-on-deck approach probably isn’t the best approach in these situations. Best find individual champions within your team:
- Designate key decision-makers who can approve communications quickly
- Assign specific roles such as policy monitoring, message development, stakeholder outreach
- Establish clear channels for urgent internal updates
- Create templates for different types of communications need
Support Your Team. The strongest external communication starts with a well-informed, confident internal team. Schedule regular policy impact briefings where staff can:
- Receive updates on policy changes affecting your work
- Ask questions in a safe space
- Understand the organization’s position and response
- Learn how to address stakeholder concerns
Map Your Stakeholder Landscape. Political change affects different stakeholders in different ways. Take time to:
- Identify your key stakeholder groups
- Assess how policy changes might impact each group
- Prioritize communication needs based on impact level
- Create targeted messaging that addresses specific concerns
For example, if you’re running a nonprofit focused on healthcare access, your stakeholder map might include:
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- Program participants who need service continuity
- Donors concerned about program sustainability
- Partner organizations looking for collaboration opportunities
- Staff worried about job security
Develop Your Official Position
Strong policy-change communications share several key elements:
Focus on Facts. Some may think that no one pays attention to facts anymore, but they still matter.
- What exactly is changing?
- How does it directly affect your work?
- What concrete steps are you taking?
Emphasize Mission Continuity. Let your organization’s Focus & Messaging Framework provide context for your outgoing messages.
- Reinforce your organization’s fundamental purpose
- Highlight how your work continues regardless of policy shifts
- Share examples of your ongoing impact
- Make certain that all your communication aligns with your brand’s personality attributes
Address Uncertainty Professionally. The unknown is scary territory sometimes. Validate people’s concerns.
- Acknowledge what’s unclear
- Share your process for staying informed
- Emphasize your commitment to transparency
Tactical Implementation
Put your strategy into action with these practical steps:
- Create a Policy Impact Hub
- Dedicate a section of your website to policy updates
- Include an FAQ section that’s easy to update
- Provide clear ways for stakeholders to ask questions
- Establish Regular Communication Rhythms
- Weekly team updates
- Monthly stakeholder briefings
- Quarterly comprehensive impact assessments
- Leverage Multiple Channels
- Email updates for detailed information
- Social media for quick updates and engagement
- Video briefings for complex explanations
- Direct outreach for key stakeholders
Looking Forward
While navigating political change can feel overwhelming, it’s also an opportunity to demonstrate leadership and strengthen stakeholder relationships. By maintaining clear, consistent communication and staying focused on your mission, you can help your organization not just weather change, but emerge stronger.
Remember: The goal isn’t to have all the answers, but to demonstrate that you have a thoughtful, professional approach to managing change while keeping stakeholders informed and engaged.
Your stakeholders will remember not just what you communicated, but how you communicated during challenging times.
