How did it get so busy again? September has only just started, and I’m already in the middle of the roller coaster: Sketching a project plan for a client’s rebranding, training a group of future sustainability leaders in campaign strategy, debugging a database, discussing the last bits of preparation for next week’s Sustainability Communications Masterclass. Another week goes by without an update to you, my folks.

Does this sound familiar?

When we constantly chase the new and the urgent, we quickly forget to focus and to connect. When we forget to focus and to connect, our communications goes haywire.

Building ritual into your communications strategy

Communications is a process. It lives through repetition and a series of small steps to grow your audiences, to understand their thinking, to engage them. Especially if you are on a small budget, consistency and persistence is more important than making a big splash.

Rituals and repetition also mean that you have a chance to refine and to learn – about your messages, the rhythm of your organization, the time it takes to get your colleagues to contribute and the preferences of your audiences.

You can ask the following questions:

  • How often do I want to connect with this target audience?
  • What do I want to communicate over time?
  • How do I find ideas, stories and messages for each instance?
  • How does my internal process need to look like to make this happen?
  • What resources are necessary to keep going?

I would then recommend that you start building an editorial calendar for your newsletter, twitter engagement or website updates. Jot down the ideas you have for future stories, distribute them over the coming months, add timelines and deadlines you want to follow and use it as a tool to communicate with colleagues and keep work on track. An editorial calendar can also be a useful tool to understand how your channels fit together – and it defines the moment for you to focus, to connect and to communicate.

In my current busyness, I want to find these moments again. There are too many half-written posts, too many half-thought thoughts that I’m keeping from you.

What do you do when you feel “too busy” to communicate with those around your organization?

The pause and the ritual
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