As the landscape in Washington shifts by the minute, highly regulated industries from finance to energy to healthcare are facing an uncertain future—one with major implications for businesses. In this rapidly evolving environment, effective stakeholder communication will become increasingly critical for success as everyone from customers to investors search for clarity about how companies are responding. 

Leaders that have invested in developing comprehensive communication strategies will be better positioned to build trust across these stakeholder groups, attract and retain investment, and navigate ongoing regulatory challenges in the weeks and months ahead.

But communicating effectively in this climate is easier said than done. 

Why? For one, developing a clear and effective message can be challenging when it’s easy to fall behind the news cycle and audiences are increasingly polarized. Stakeholders may demand different responses—putting a universally satisfactory message out of reach. As calls for statements mount, leaders may not even have a plan or a clear direction yet. 

Without a unified communications playbook to follow, how should regulated companies proceed?

Consequences of Communication Gaps

Failing to establish a solid communication strategy can have far-reaching consequences. 

Internally, poor communication erodes trust and loyalty among employees. This erosion can lead to a disengaged workforce, decreased productivity, and higher turnover rates. In industries where expertise is at a premium, losing key talent due to communication breakdowns is a risk you can’t afford to take. Externally, the stakes are equally high. Customers need to understand your mission and your goals, especially given the present uncertainty. 

Furthermore, for startups and established companies alike, the ability to secure funding is critical. Venture capitalists and private equity firms demand clear, compelling narratives. Without refined messaging, your company may struggle to attract the capital necessary for growth and innovation.

3 Ways to Implement a Stakeholder-Centric Communications Strategy

Given the challenges and risks regulated companies face, one thing is clear: Now is the time to prioritize communicating in ways that meaningfully move the needle. Take these three steps to get started.

1. Identify Key Stakeholders and Tailor Messaging Accordingly 

Knowing your audience is the heart of any successful marketing campaign strategy. But it’s not enough to list out your stakeholder groups. To get your message across effectively, you must also ensure you fully understand the priorities, concerns, and needs of each group.

An investor’s information needs differ from those of potential customers at the B2B and B2C levels, government officials, and regulators. Your challenge? Crafting messages that resonate with each group while maintaining consistency in your overall narrative.

Consider questions like:

• Who are our stakeholders? Are we reaching out to businesses? Individual end users? Community leaders? Regulators? What actions do we want them to take, and how can we give them the information they need to take those actions? 

• What are the needs of our internal stakeholders? What do employees at various levels need to know about our mission, values, and business objectives? What role do they play in driving our company forward? 

• Who are our potential investors? Which data points, growth targets, and ROI projections will play the strongest role in compelling these funders to buy in? 

• Are we communicating with government regulators and policymakers at a local and national level? How can we inform them about the benefits and impact of our products and services so they can make well-considered decisions?

It’s also wise to prioritize each stakeholder group based on the level of influence and impact they’ll have on your company’s success. By understanding your stakeholders’ unique perspectives and allocating resources to the groups with the highest potential for impact, you can create communications that truly move the needle — whether that’s advancing fundraising efforts or boosting employee engagement. 

2. Ditch the Jargon and Tell Human-Centered Stories

If you want to reach and persuade your audience, it’s time to embrace human-centered storytelling. This will allow you to tap into the emotions that are responsible for the lion’s share of decision making.

Here are a few tips to begin:

• Think about your company’s mission and values in the context of narrative. Who is the hero of the story? What are the obstacles and challenges you’re trying to overcome? How can you engage your stakeholders’ imagination and senses to stir their emotions?  

• Speak human, not jargon. While technical accuracy is crucial, your message must be accessible. Translate complex concepts into relatable terms. Choose plain language that your audience won’t have to work hard to understand. 

• Paint a picture of a bright future. Help stakeholders see themselves as part of an effort to make a difference for the greater good. 

Although this can sound like a “fluffy” approach to serious communications, storytelling is a scientifically proven way to get your message across and drive change. 

Leveraging Research for Strategic Communication

If you’ve never created a holistic communications strategy before, you may be struggling to identify messages that will resonate with your audience. That’s ok. One way to help your company find a unique point of view is to conduct bespoke research projects.

Investing in research can help you address emerging stakeholder concerns, capitalize on new opportunities, and position your company as a thought leader in your field. 

Research-backed communications campaigns enable you to:

• Dig deep into topics that your stakeholders express interest in

• Meet stakeholders’ needs by directly addressing issues they’re concerned about

• Stake a claim and carve out a position on key issues and provide timely updates as new developments arise

• Create data-driven research reports that showcase your expertise and strengthen your authority 

Your goal should be to go beyond simply gathering and disseminating raw data and information. Rather, look for opportunities to elevate novel insights and craft narratives around them.

3. Distribute Your Message in the Right Channels at the Right Times 

Knowing your audience and crafting compelling messages are the foundational steps of effective communication. But it’s also critical to make sure your audience receives those messages at the right moments and in the right ways.

First, consider the rhythm of your communications. Employees might need more frequent updates to stay aligned with rapidly evolving company goals and industry trends. A weekly internal newsletter or bi-weekly town hall can keep your workforce informed and engaged. For investors, a quarterly update might suffice, providing a comprehensive overview of progress and financial performance.

There’s typically no such thing as overcommunication when it comes to distributing new, critical information. The regulatory landscape is shifting quickly, and your stakeholders need to be kept in the loop. When introducing significant changes or responding to industry developments, don’t hesitate to increase your communication frequency to ensure your message cuts through the noise of cluttered inboxes and social media feeds.

Next, consider which channels are most likely to deliver the impact you’re after. You may want to leverage:

• Email for planned, ongoing communication 

• Social media for real-time updates and community engagement

• Webinars, so you can conduct in-depth discussions on complex topics

• A blog or insights page to share thought leadership from subject matter experts

• Earned media placements in trade publications, industry newsletters, and news coverage to establish your company’s authority 

• Personalized briefings to engage high-priority stakeholders

• Proprietary data to enter and drive broader industry conversations 

Earned media deserves special attention in your communication ecosystem and can be leveraged in a plethora of content tactics. A well-placed article in a respected industry publication can reach potential investors, boost employee morale, and enhance your company’s credibility all at once.

Keep Your Stakeholders at the Center of Your Communication Strategy

When you identify your stakeholders, take a story-based, human-centered approach to messaging, research salient topics that are timely and interesting, and leverage the right channels and distribution frequency, you’ll be well on your way to creating a communications strategy that sticks. 

But you don’t have to do it alone. Ready to direct a smarter conversation? Greentarget can help. Just reach out.