Make 2022 a Year of Flexibility and Creativity

As we enter another year in which COVID-19 affects our organizational objectives, we might feel overwhelmed by the pandemic-induced changes that have become part of our daily routines. It is easy to get overloaded with family obligations, work commitments and shifting health guidelines, but it is critical that we don’t lose sight of our business goals.

To provide support and guidance at the company where I work, we choose to focus on one word each year. In 2021, that word was “nimble,” as we pivoted daily to deal with the operational complications that COVID-19 forced upon us. While I believe we need to remain agile and responsive this year as well, I think an appropriate word for 2022 is “innovate.”

As communications professionals, our job is to make sure our organizations connect with our loyal consumers and targeted audiences through a variety of messages and events. But as our stakeholders continue to be inundated with sales pitches at every turn, especially online, we must find creative ways to reach and interact with them. 

Here are some tips to weave creativity into your communications planning:

Emphasize the human touch.

No matter what your business is, you can make the customer experience more personal. Engage with consumers and create a welcoming environment in which they feel comfortable to reach out with questions. Whether in-person or online, the tone of our interactions with customers is essential to establish a positive relationship and a constructive business atmosphere.

To exceed customer expectations, consider sending a follow-up video email, handwritten note or gift.

Offer solutions, not sales-speak.

Loyal customers and potential clients are grateful when we give them answers to their problems, but they become disenchanted when we only seem interested in making a sale. We must always listen to clients and gather information that helps us suggest possible resolutions.

Be authentic.

Bombarded by exaggerations and falsehoods, people today appreciate authenticity more than ever. One way to communicate authentic messages is by telling true stories about our organizations. Create social media posts, newsletters and advertisements that feel like conversations, not sales pitches.

Remain flexible.

Health and safety protocols change rapidly in the age of COVID-19, so we must be prepared to shift plans accordingly. If you have an in-person event scheduled, for example, prepare a backup plan in case you encounter guest restrictions or other new guidelines. 

Creativity is not limited to the work executed by communications professionals, of course. To ensure your organization’s overall success, encourage cross-departmental collaboration and set aside time to brainstorm with colleagues. Together, you can make 2022 a creative year.