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Communication is Key

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Crisis communication: It’s something that none of us want to think about but it is necessary.

If there’s one thing we in the business world have learned in the midst of a worldwide pandemic, it’s the importance of communication. Although we already had a pretty good lock on this, we learned how to take it up a notch (or few) when “crisis” occurred. 

As an intern during my first ever “PR gig,” it’s been quite a time to be alive. (Don’t worry I’ve got a whole blog post planned on how this has been an experience for me.) But a few things I will say have become an area of focus for me: preparation and communication.

Keeping your clients and customers, employees, and the public informed is crucial to remaining successful during times like this. If you have the mindset of “it can’t happen to me,” guess what? You’re wrong and it will. 

“The days of playing ostrich – burying your head in the sand and hoping the problem goes away – are gone.” –Jonathon Bernstein, crisis management professional. 

 

A few tips: 

Prepare. Anticipating what may come is always the best first step. While it may be impossible to know what will happen and when it is even more of a reason to develop a general plan. When and if disaster does strike, at least you will be ahead of the game. 

Communicate. People want to know what’s going on, how you’re handling it, and what that means for them. You may not even know yet yourself, but the sooner you face the music, the better it will be. Ignoring your situation or putting it off will surely dig you deeper into a whole. Be honest. Be clear. And be upfront. Admit that it has/will change some things and you are doing your best to deal with it.

Over Communicating does not exist during a crisis. Share often and share as much as you know. People want to know that they are not alone and need to stay informed. More than likely, they won’t care if your video isn’t the best quality – they care that you took the time out of your day to make something addressing the situation and letting them know that you are there for them. This is what people will remember you for. 

Values. What better time to reinforce those values than now? (Hince our current theme for this month.) If you were thinking this was a way to throw everything out of the window and start running – you’re looking at it all wrong. Stand up and show the public eye (who is already watching even closer than before) what you stand for. If your values are in the right place, then it shouldn’t be hard to tie them to what you stand for. 

Compassion. Telling someone something that is truly earth-shattering is one thing, but having no regard for how it may impact them? That is catastrophic. Acknowledge the situation and the severity of it. Of course, you don’t want to cause panic but you also don’t want to sweep it under the rug. Offer your sincerity for the situation at hand and offer your support to them from your company. Maybe you can volunteer or offer fundraising support? Maybe you can donate equipment or supplies during this time? Even offering discounts or sales during this time can show that you care.  

Relevance. Make your changes – then communicate AGAIN. The last thing you want to do is have one of your pre-scheduled social media posts go out about how great the economy doing in the midst of a crisis. Make sure you keep an eye on your content and change it to fit the situation. There’s simply no way of getting around this one. You WILL need to create more content and probably scratch or rearrange a lot of it as well. 

 

Ment Cowork

We are no different from this world of crisis communication. For us, it meant restructuring our social media and blog content and reaching out to our members to keep them updated as we went. We contacted our community partners to develop plans moving forward and developed alternative ways to offer our services and perks to our members. 

Developing additional communication formats including an Instagram group and Slack channel, as well as weekly emailed newsletters for our members and weekly zoom meetings for staff was a transition but it is paying off. Lastly, we developed a campaign and Facebook group to encourage community support during this time. The possibilities are endless. It’s all about taking a route of action that best suits you. 

 

Getting Specific

I know – it’s a lot to take in. If you’re in a hurry, we’ve compiled a list to keep it short and sweet. Here are some of the best ways to follow crisis communications:

-Develop a crisis management plan

-Monitor social platforms and trends.

-Enact a crisis communications team and/or spokesperson.

-Communicate with staff members – make sure they understand the plan and are on the same page.

-Address the public (speeches, conferences, social media, etc.) 

-Develop holding statements. 

-Restructure content as needed.

-Reinforce or lockdown company values during this time.

-Offer compassion and understanding.

-Communicate, communicate, communicate. 

 

During a crisis, there are two types of people: the ones who go silent and the ones who get louder. 

Let’s be honest here – when this pandemic is over, are you going to the businesses that stayed silent or the ones that fought hard and loud to come out of it? My bet is on the ones who fought. They wanted it bad and they knew how to handle the situation…or maybe they didn’t, BUT they learned and they fought – and that’s what we all want to see. They were the ones making sure their products were still provided to you. And that makes all the difference in my book.

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Building a foundation for your business

Branding. It’s the foundation of your business. It’s the way your customers perceive your business and more importantly, how they perceive YOU. 

Everything from your website, logo, and the work you produce, to your personality, customer service, and mission, is a part of your brand. Without it, you have no direction – nothing to build off of. 

Why branding? 

Identity. It’s as simple as that. You have to know who you are, what you stand for, and what you will bring to the table if you expect to bring people in your doors (or to your website). Once you know, others will know and they will start to recognize it. 

Uniqueness. Set yourself apart from others! You are the only one who can do what you’re doing the way you do it. Whether you’re running a photography business (in the day and age where seemingly everyone seems to be doing it) and want people to know why they should choose you or you’re an underwater basket weaver (trust me you’re gonna need to be “branded” for that too!) the point is that you are YOUnique. Is that cheesy? Oh well, it’s true! So why not have a brand that represents that? 

Direction. A brand is truly a road map of sorts. Be intentional and set clear goals for who you are, what you stand for and how you plan to achieve that. Consistency is key and it helps you and/or your employees gain better insight to provide the best service and let your customers know what to expect. 

*Bonus points if you know what all three of these equal? Answer: Shared Values

That’s right, it all brings us back to those good ole things called values. It’s a part of your -wait for it – BRAND. 

Say it louder Leona! Our community partner Leona Morelock knows all about this. 

“You don’t just buy the product, you buy the person.” 

What does that mean? It’s about more than what you offer, it’s about what you stand for and what you’re representing. Make connections with your audience. Be that person that people choose time and time again. Be that business that is picked out of a lineup. 

 

Example

So let’s put this into perspective for ya: At Ment, you are not just buying office space. Yes – that’s what brought you through the doors, but you are also buying an experience, a community, peace of mind so to speak. You are entering a space where you are not just a customer but a member. Your coming into a place of collaboration and support. 

A place that gives you the freedom to choose the option best fit for you to work and give you the resources to succeed. I know, I know, it didn’t say all of that on your member sign-up form but to be honest, we probably wouldn’t be able to fit everything on there if we told you all about us.

Our story: Let’s just say we knew it was ‘Ment to be’ from the start. 

If you think you don’t have a brand, think again. Chances are you’ve already been asked (and answered the question) time and time again. When someone says “tell me about yourself” or “what is your business?” they might as well be saying “Describe your brand to me.” 

You already know who you are – now go show it to everyone else! 

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Sticking True to Our Core Values

We made sure that we had a set of clearly defined core values in place for Ment Cowork before opening our doors to the public nearly two years ago. Without them where would we be? Probably still struggling to figure out exactly how we need to cater to our members and community. …ugh how awful that would be!

So in the midst of all the madness, we are reminding you that we haven’t forgotten what we are all about here.

Our Four Core

 

1. Membership: To place emphasis on people and their opportunities to interact with one another

Without our members, we wouldn’t be where we are today. As a member, you are more than just a customer, you are a part of a growing community and we aim to put value in that. We are a space that allows you to meet others, interact, work, attend and host workshops and events (and drink unlimited coffee!) all in the center of the city. Now that is a membership worth committing to (unlike my gym membership…RIP).

 

2. Environment: To harvest and focus on cultivating the totality of members surrounding conditions, friend to friend

Bringing Ment and community members together for fellowship and work spaces means they are getting a one of a kind (literally – we’re the only ones in Bowling Green!) experience. We continue to offer consistency with an eye pleasing aesthetic and office style that allows you to choose the best work area for you.

 

3. Nourishment: To provide an open space to live, create and thrive

Just like everything else in life, we need the time (and the place) to create, grow and thrive. Encouragement goes a long way, as does a smile and an uplifting atmosphere. A space that connects you with people and opportunities just might be what you need to nourish your mind, soul and career.

 

4. Commencement: To be a community where members self-select to begin each professional endeavor

At Ment, we know that you are {Ment} for great things and that’s why we started this place to begin with! Working shouldn’t have a specific set of rules – it’s all about freedom to do what you need to do in a way that best works for you. Doing so sets you on a path that allows you to make and build connections and become more productive. We can’t wait to see you succeed!

 

 

Sticking True

Not losing sight during this time is important. Make sure you know how to keep your company values inline. Here’s what we’re doing during COVID-19:

-Maintaining communication. We are staying in contact with the public and our members to keep them updated via social media, email and newsletters…did we mention virtual happy hours with our members? Yes please!

-Offering community support. It is our job to support and uplift other small businesses during this hardship. We are checking in on our local friends and even planning a virtual meet-up and collaboration session! (more details to come).

-Keeping our facilities clean. Safety is number one and that’s why we have cracked down on cleaning and reducing use of community shared products and items. One of our own members and favorite cleaning companies On Target Cleaning has been working extra hard for us lately!

-Continuing membership perks and community partnerships to allow us to keep bringing the best of Bowling Green to our Ment community (even from a distance).

-Adapting to changes and making the best of our situation with a smile on our faces and giving out tons of virtual hugs along the way.

-Most importantly, we are encouraging others to be as productive as possible while working at home and helping others realize that remote work has its perks. We know you don’t want to be stuck at home forever but also don’t want to go back to the office, so we’re reminding you that we are here when this mess clears up!

Why

Researcher and business consultant Jim Collins speaks on the topic of creating the right values. His blog talks about the importance of sticking true to your values even in the time of (for example) an economic downturn. Sound familiar? During the current COVID-19 pandemic, we want our values to reign true and be both timeless and sustainable. How do you do this? By looking at what is really important in your business and make sure that you are focusing on your audience.

“It should be about what you can do for others, not what they can do for you,” says Leona Morelock, branding specialist and our current community partner.

Core Values are important and we are not straying from them anytime soon. Remember to stay positive, stay authentic and stay educated during these times on what you can do to continue to serve your clients, customers, members, etc. during these trying times.

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Passing Values Down to Your Grandchildren

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Let me state the obvious: I am not a grandparent. I am not even close to having my own children. You might be thinking that I am not the best person to be writing a blog about passing qualities down to grandchildren. But, I can absolutely say I have some of the best grandparents in the whole wide world (sorry everyone else, it’s just the truth.) 

From an early age, my grandparents have instilled strong family values into their grandchildren: me, my fifteen-year-old brother, and my twenty-year-old-cousin. We see the eternal value in having the family that we do and this all started with my grandparents. From an early age, I would watch the adults in my life just live out their lives and model myself from them (as you probably did.) Children are so receptive and follow in the footsteps of those who surround them. 

When my grandparents were younger, there was no other option to work hard. For instance, my grandpa is a farmer and has been most of his life. I asked my grandpa where his work ethic came from and he attributed it to his grandpa. He said that he looked up to his grandpa so much, the man who raised him. Even at his age, he still goes out on the farm every day: tending to his cows and picking produce out of the garden to sell at the farmer’s market. He owns a small business with my uncle, Trinity Nursery, where they sell all kinds of flowers and produce out of their two greenhouses. My grandma is so giving of herself. She is a retired special education teacher and has been a caretaker to her father and now her brother for years. She has cooked Sunday lunch for the whole family almost every Sunday since my parents were married in 1996. She attributes her work ethic was passed down from her parents and they taught her to take pride in herself and everything she did. 

I can pretty much guarantee most grandparents feel similarly: they want to instill the values that they hold dear to their children and grandchildren. Work ethic is something that must be taught. As a millennial, I know we are thought of as not having “the best” work ethic. Stereotypically, millennials are lazy, arrogant, and expect everything to be handed to them. While this may be true for a small percentage, I see it differently. I see that so many millennials have the drive to work hard that it can be somewhat impossible to break through the clutter. I know for myself, I have seen my grandparents work for what they have. They have given their family the world. I can see the value in work and what I can accomplish when I put in the effort. 

I am sure you have values that you can trace back to your grandparents, whatever those may be. It is important that we acknowledge those things and where they came from. If you are fortunate to still have your grandparents, take a second and thank them today. Tell them how much the things they have instilled in you mean to you. Maybe some of your greatest qualities come from your grandparents. I know mine do.

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How Do You Define Your Values?

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From the first time a potential customer hears your company’s name, they are subconsciously analyzing what makes up that company. Things like why are they here? what do they do? and what makes them stand out? are among the questions that wrack a consumer’s brain and this is all before they consider buying your product or using your service.

In this day and age, consumers are getting online and researching all there is to know about a company before applying for a job, eating at their restaurant or even just getting a haircut. The decision is made before they step foot into your space. Your online presence and your brand convey something a good review just cannot say: your values.

It is important to define a company’s values in a language that is plain and simple so that customers can grasp them, but complex enough to define your entire brand in just a few words. Values allow the potential consumer to really take a glimpse inside your brand and see whether they align their beliefs with yours. Today, a company’s values are just as important as the first sale and it is imperative for a brand to have them and use them well.

First and foremost, a set of values identify a brand to its consumers. It shows the company in a favorable light and provides the customer with all that the brand is and wants to be. Values clarify what a firm stands for, and if they have a great set of values compared to a competitor that has lax values, (or none at all) I know I would choose the one with the clear values backing their brand.

Values allow a company to have something to fall back on in light of a difficult decision. If a conflict arises, a company can look to their values to answer there question. If one of their values is honesty and they are knee-deep in a scandal, it might be best to tell the public the truth.

Ment has been focusing on defining our values recently and we thought we could share our process with you in hopes that it could help your business maybe do the same.

First off, we sat down and did our research. There are five existing core values for the coworking industry: Community, Openness, Collaboration, Accessibility and Sustainability. While these values are ones we uphold as well, we felt there were different words to describe how Ment feels and how we want it to feel for others. Therefore we pulled up our handy dandy Google search and began looking for other words that stuck out to us but still fell under the five industry values. There were many (a lot) of -ment words that we pulled out and as you will see we kept a few of them too.

We wanted to really harvest what we were trying to do as a coworking space and then provide that to the members and the community of Bowling Green as a whole. With this, we landed on four core words that we ended up realizing they cultivated the image of a plant growing into a garden.

Take a step back and think about what makes up your brand, what makes it stand out, and what you want to convey to the public. Those qualities are what will make up your values. Proceed then to share them on a website, blog, or on your social media accounts. Your values will allow you to dive deeper toward your customers and provide a more personal approach to business which will result in a brand that will last through any recession, any hiccup, and any mistake.

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