Keep Communicating, Even When Times Are Clear As Mud

June 1, 2011 at 10:54 am

The news headlines that I receive each morning from Google make the housing market very clear. Look at a recent sample:

  •  Brinkman Sees Signs of U.S. Housing Market Recovery – Washington Post
  • Cold Reality for housing market here – STL Today
  • Economist sees housing market stabilization – Chicago Tribune
  • Spring market declines – WTHI, Terre Haute, Ind.
  • Housing market continues to disappoint – WNYC, New York
  • Demand up for downtown housing – Montgomery, Ala
  • Don’t expect a housing market recovery until 2014 – Forbes

 So, folks, there you have it: the market’s recovering. No, it’s down. Wait, it’s stabilizing. Ulp, it’s declining. Wait, it’s up, at least downtown. OK, it’ll recover…in three years.

This clear analysis and definite trending makes it easy to plan, right?

You’re already dealing with a market that is at least confusing and, according to some, in a double-dip. I can’t tell you what to do about the technical part of your business. But I can tell you that it’s not the time to be quiet.

Just as you’re thinking strategically about buying supplies, what projects you undertake and who you hire, you should be thinking carefully about how you’re communicating with the world.

Here are three things to think about: 

  1. What are you communicating?

Yes, you are communicating. If you’re hunkered down waiting for the good times to return, it sends a message. If you’re out there doing events, seeking out people and advertising in real estate sections, you’re sending quite a different message. You should think about the messages you are sending and the messages you should be sending. Are they the same? Are they proactive, strategic messages or are you just answering questions? Do they send information about who you are and how you want to be understood? 

  1. With whom are you communicating?

Customers, right? But how do you know that? Are you talking with past and present customers as well as potential customers? And what about the other groups on whom your business depends? Are you communicating with your employees and business partners? How about officials who have an impact on your business?  How these groups understand your business can have as big an impact on your business as customers coming through the door. And, by the way, what are your customers, employees, business partners and media people saying about you? 

  1. How are you communicating?

How you communicate sometimes sends a louder message than what you say. Everyone expects you to run pretty ads with your best product on it. But are you being cited as an expert in professional panels and by reporters in traditional and new media? Does your opinion carry weight? Are you using social media to blast out ads or are you actually engaging in conversation? Are you out in the community, participating in events and ready to answer questions or are you hiding in your office? 

 After you’ve thought about all these things, there’s one more question you need to ask yourself: Am I being heard?

 The better people understand you and your organization, the more likely they are to do business with you and to give you a little latitude as you work through the realities of getting the job done. How you communicate, what messages you send and how you send them create your reputation and people’s perception of your business. It’s not the kind of thing you want to leave to chance. You can’t handle the communications aspect of your business on the run.

 Running a business means being an expert in a lot of things, including knowing when to ask for help. Many organizations find it helpful to work with a communications professional, much like they have an attorney look at legal documents and an accountant look at the books. If you’re more comfortable negotiating a deal than writing and optimizing a news release, a firm like In-House Public Relations can help you.

 The economy and the housing business probably won’t become clear for a while. In addition to everything else you’re doing to protect your business, managing its reputation and making sure people know what sets you apart from others will establish and maintain your leadership.  Maybe they won’t call you tomorrow. But when they’re ready to call, you’ll be at the top of their list.

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Entry filed under: Dealing with social media, Media Relations, Optimized News Releases, Organizational communications, reputation. Tags: , , , , , , , , .

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