How to tell your story better: ask ‘why?’

Telling the story of our work to make places happen

If you work in comms, you’ll know that explaining your job to other people is challenging at times. This isn’t the same as explaining what you do, which can also be hard. *

Explaining the work of the organisation you represent is also tough, not least because it’s not just about you. It takes time navigating different perspectives. It requires understanding of the organisation and its key audiences. The explanation must be clear, memorable and relevant.

And (deep breath) it needs approving before it sees the light of day.

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Cities need more than a ‘back to work’ campaign

One of my saddest moments from the last six months came when I left our office in Bristol for the last time before lockdown started. *

It was 19 March and news broke that all but ‘essential’ travel for work was discouraged. Full lockdown was four days away, but we decided at Social to work from home until further notice from that point. Although we were used to flexible working, vacating our offices en masse took things to a different level.

On the bus home from Bristol, my head was spinning with questions. How are our clients coping? Would clients leave us? What would happen if they did? When would we see the office or colleagues again? After all our work over the previous two-and-a-half years to build a viable business, this felt wounding and deeply unfair. Swapping WhatsApp messages with colleagues, sitting on the top deck, I felt alone.

That week, I spoke with each member of the Bristol team and felt that while there was a chance of getting through this, we had to dig in and work for that outcome. And that’s what we did.

We’ve kept most clients and found new work. We’ve moved into new areas, helping clients engage communities, manage issues and grow. We’ve grown and created new jobs. This week, a new starter joins my team. We’ve done all of this from home, having left our office in the summer.

When I think of how I felt on the way home in March, what’s happened since feels incredible. For me, it’s been a steep learning curve. It’s been physically and emotionally draining. Above all, it’s been hard work.

This is my personal backdrop to recent stories about the emerging narrative to persuade people to get ‘back to work’ in a bid to save city centres.

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Things to hold on to after lockdown

I’m glad we’ve reached the end of April. It was relentless and stressful. It’s chipped away at my income and mental wellbeing as COVID-19 has wreaked havoc.

After seven weeks, the novelty of lockdown is long gone. With the daily death toll increasing by hundreds of people, knowing that we’ll have social distancing for a few months is sobering.

Walking in High Street in Wells is a brutal reminder of COVID-19’s impact on places, which stand empty and desolate. I’m not alone in feeling that lockdown can’t end soon enough.

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Thoughts on good comms during this crisis

Although the true extent of damage caused by coronavirus won’t be known for ages, its impact on our lives has been greater than anyone could have imagined even a month ago.

Times are tough, for all of us. Everyone is adjusting to its impact.

A lifelong friend of my father is believed to have died as a result of coronavirus, aged in his mid-60s. He’s one of more than 1,200 people to have lost their lives as a result of the disease at the time of writing this post. Makeshift hospitals and mortuaries built to cope with the continued rise in cases are grim indications of what’s to come.

People are worried about their employment prospects. I speak to others who work in my industry who are concerned about the impact this crisis will have on their livelihoods. This is borne out in #FutureProof’s survey on the PR industry’s concerns. We aren’t alone in having these challenges.  

We’re all responding to these pressures in different ways. Keeping pace with vast amounts of fast-changing information on COVID-19, whilst juggling work and caring responsibilities is challenging. We can be very proud of how we’ve responded to it.

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Culture and comms matter now, more than ever

It’s hard to believe that I was with clients at Cheltenham Racecourse just over a week ago.

The government moved into the ‘delay’ phase of its response to the outbreak while I was there. It felt strange being at a major sporting event whilst following what was happening elsewhere. What’s followed since has been head-spinning. How we live, work, communicate and travel have all changed, suddenly and without warning.

New phrases – COVID-19, self-isolate, social distancing – have entered the lexicon. Words like ‘unprecedented’ and ‘lockdown’ are everywhere. No other story has been in the news for the last 10 days.

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