Every Organization Has a Story

...whether you tell it or not.

One of the most difficult things for organizations (especially corporate America) is to be first, to be different, to be human in their communications.

In my years working with corporate America, publicly traded companies, and highly regulated industries, I was often frustrated. Their communications were guarded, overly edited, and robotic. And worse than that, sometimes there was nothing at all. Silence.

Here’s the truth I repeated more times than I can count: if you are not telling your story, someone else will. And when that happens, you’ve lost control of your narrative.

I understand the instinct to hold back. Legal considerations are real. Public scrutiny is real. But we cannot retreat into statements lacking substance, overly scripted talking points, and inaccessible messaging that feels more like a sermon than a conversation. A strong communications strategy can account for every concern and still tell the organization’s story in a way that builds trust and protects its mission.

That’s the point: a clear, disciplined communications plan doesn’t stifle;  it protects. Without one, communication is what gets stifled.

So how do you get there?

• Start with a roadmap. Even if you don’t have a long-term strategic plan, you can still outline what matters most right now.

• Establish ground rules. Decide what your organization will always say, never say, and how it will say it. Maybe you never use acronyms. Maybe you flip negatives into positives. Maybe you always speak in “we” instead of “the company.” Those choices matter.

• Build a communications standards manual. We’ve all seen graphic standards manuals for logos and Pantone colors. Very few organizations have the same discipline for words. A good communications manual should include messaging do’s and don’ts, spokesperson protocols, key phrases, and even profiles of media and thought leaders you need to understand.

• Test and research often. Don’t just assume your words land the way you intend. Message testing, public perception research, and regular check-ins are critical to staying credible.

Communications planning isn’t about limiting what you can say. It’s about giving your organization the confidence to share its story in a way that connects, builds trust, and makes sense to the people you serve.

Every organization has a story. The difference is whether it’s told with intention…or left for others to tell for you.