July 2022: Messaging in Heated Moments

I believe that every business and organization has an obligation to voice their stance on current events that affect members of their communities—including their staff, volunteers, customers, and clients. 

For some organizations, taking a stand in heated political moments feels very complicated. I recognize how much easier it is for me as an independent professional to put statements like this in my newsletter:

___________

I believe that every person who becomes pregnant should be free to choose whether they give birth or have an abortion.
___________

I believe the most pro-life action we can take as a country right now is to ban assault weapons and require all gun owners to receive training, obtain a license, and clear a background check.
___________

It’s easy to get wrapped up in how daunting it feels to make a statement in a heated moment. It’s easy to worry about losing partners, donors, and followers. Meanwhile, it’s far more admirable and better for your brand to take action.

Thanks to those of you who voted for this topic in my LinkedIn poll, I’d like to share some tips for developing effective messaging in heated moments. I hope these pointers give you the courage to speak up now and in the future on societal issues that matter. When we raise the communication bar to be more thoughtful, truthful, inviting, and clear, we motivate others to do the same.
 

Tip 1: Seek out the strongest arguments on both sides.

It’s easy to find public statements you agree with. You scroll through dozens of them every day. Start with these, and take note of the specific words and phrases that resonate with you.

Then, find a few arguments you disagree with that are well crafted. I read the Tangle daily newsletter and try to spend more time on “the other side.” 

This blog post by nonprofit strategist Jenni Hargrove is a really nice example that invites both sides to the table on abortion access. Jenni presents her opinion clearly, without passing judgment. If it's your goal to engage people who disagree with you, start by researching their beliefs.
 

Tip 2: Identify your core message. 

This one is a real challenge when you’re revved up and have a lot to say. Here are some prompts to help you identify what your core message should be:

• Who do you need to communicate with in this heated moment? Why?

• What is the one thing you want them to take away?

• What unique perspective can you lend to the debate?

• What will you do to back up your words with action?

These answers will help you determine your sender, audience, tone, and thesis statement. Identifying your core message will also help you tremendously in the editing process; strike anything that doesn’t support your core message in the interest of brevity. 

Here's a gorgeous example from Accelerist that just landed in my inbox:

Accelerist is a CSR platform that connects nonprofits and corporate partners. (Hit me up if you want to learn more; they're amazing!) Their core message is crystal clear here, and perfectly designed to benefit their corporate and nonprofit audiences simultaneously.

Tip 3: Write from the heart, then edit through a conflict resolution lens. 

Now that you’ve reviewed examples on both sides of the aisle and established your core message, write from the heart. Let it flow. If possible, share a personal anecdote or customer/client story (with their permission) that brings your core message to life.

When your first draft is written, make a round of edits through a conflict resolution lens. Scrub each sentence for The Four Horsemen of the Apocalypse: 

 Criticism 
 Contempt
 Defensiveness
Stonewalling 

These are very common communication traps when we’re angry, all known to escalate conflict. And when you put your readers on the defensive, they can’t listen.

If you’re writing or presenting on behalf of your business or organization, replace “I” statements with “we” statements and back your beliefs up with reasoning (e.g. anecdotes, stats, articles) to invite the reader in. For example…

“If you believe banning abortions will stop people from getting abortions, you have no understanding of this issue or our country’s history.” 
(Dripping in criticism and contempt) 

Becomes…

“We encourage every member of our community, regardless of your religious or political views, to learn more about the ramifications abortion bans will have on the people we serve, along with our health care system and economy."
(Assertive, not accusatory) 

 

Tip 4: Sleep on it. 

My dad’s all-time favorite book is Don’t Sweat the Small Stuff — And It’s All Small Stuff. If you don’t have a copy on your shelf, it’s a staple. There’s a great lesson in this book: If you need to reply to something that makes you angry, wait three days.

In a moment of crisis, it's not always appropriate to wait that long. Whenever possible, I recommend sleeping on your drafted messaging for at least one night and reviewing with fresh eyes in the morning. 

 

Tip 5: Read out loud before pressing send. 

In addition to reading your message with fresh eyes (hopefully after a good night’s sleep), speak it out loud. If a word or phrase feels weird coming out of your mouth, something’s not right. Editing while speaking will help you choose words that are truly on brand; words that you feel comfortable and confident putting into the world.

Being a little uncomfortable in heated moments is OK. Growing is uncomfortable—and you may be using some terminology for the first time. Listen to your gut and if something feels icky to say out loud, rework it. 

 

Most importantly, don’t talk yourself out of it. 

Between dwindling abortion access, raging gun violence, the war in Ukraine, and the list goes on... this is not the time for organizations to stay silent. Your community expects you to speak up on these issues, and to back up your words with aligned action. If you stay quiet because it feels too risky to speak, your lack of communication will leave people questioning your values—and their interpretations may be far from accurate. 

If you consider your work to be mission-driven, it’s time to gather your strongest, truest words and step up to the megaphone. 

I can't wait to hear/read/see what you have to say.

-Caroline

P.S. Looking for the best way to support abortion access nationwide? I am doing some pro bono work for a wonderful organization called Noise For Now which directly funds independent clinics in areas of great need. I highly recommend supporting them with a donation, merchandise purchase, and following their channels for valuable information.