Aligning Communication Strategies with Broader Social Issues
Promoting products or services isn’t enough in public relations today—you need to make sure your organization stays relevant.
One of the most effective ways to achieve this is by aligning your communication strategies with broader social issues. Whether you’re in a niche sector like the arts or a more mainstream industry, tying your messaging to current societal trends can convey the meaning behind your organization’s work and help it resonate with diverse audiences.
Jasmine Bradley, senior director of communications and branding at the Vancouver Art Gallery, has successfully navigated the complex intersection of art and social issues, ensuring that the Gallery’s communication strategies reflect and engage with the wider world.
“There are so many deeper themes to everything that we’re doing,” Bradley said. “We’re constantly tying our work to those themes and issues of today.”
This approach has helped the Gallery remain a vital cultural institution in Vancouver, even during challenging times.
Aligning your communication strategies with broader social issues isn’t about being trendy—it’s about staying relevant. Here’s how this approach can help your organization.
Why Aligning with Social Issues is Important
Resonating with a Wider Audience
Social issues often touch on universal human experiences—justice, equality, sustainability, health—that resonate deeply with people across different demographics. By connecting your organization’s work to these issues, you can reach a broader audience that might not otherwise engage with your brand.
For example, the Vancouver Art Gallery’s exhibitions don’t just focus on art for art’s sake. They delve into topics like climate change, reconciliation and social justice, which are highly relevant to today’s audiences. This allows the gallery to engage with people who might not typically visit an art institution but are passionate about these issues.
Building Credibility and Trust
Today’s audiences are increasingly looking for organizations that stand for something more than just profit. They want to support businesses and institutions that are aligned with their values. By addressing social issues in your communications, you demonstrate that your organization is aware of and engaged with the world around it, which can build credibility and trust with your audience.
This approach is particularly important in the arts sector, Bradley said: “It’s important that somebody who just wants to come to the Gallery and take pictures of really beautiful art…also has access to the deeper themes and issues of today.”
This dual approach ensures that the Gallery remains relevant to both casual visitors and those looking for deeper connection.
Enhancing Your Organization’s Impact
Aligning with social issues also amplifies your organization’s impact. When your communications reflect broader societal concerns, you contribute to important conversations and can even help drive social change. This benefits your organization by enhancing its visibility and relevance but also strengthens its role as a positive force in society.
An art gallery can do more than showcase art—it can use art as a platform to address critical issues like reconciliation and climate change. By making explicit connections between its art and these issues, the gallery amplifies its impact beyond the confines of the art world.
Strategies for Aligning Communications with Social Issues
So, how can your organization effectively align its communication strategies with broader social issues? Here are a few practical steps:
Identify Relevant Social Issues
Start by identifying the social issues most relevant to your organization’s mission and values. These should be issues that not only resonate with your audience but also align with your organization’s goals. For instance, if your organization is focused on sustainability, then climate change would naturally be a key issue to incorporate into your communications. The key is to ensure that the issues you choose to highlight are authentic to your brand and not just a response to the latest trend.
Integrate Issues into Your Content
Once you’ve identified the relevant issues, the next step is to integrate them into your content. This could be through blog posts, social media campaigns, press releases or events. If you’re launching a new product, consider how you can frame it in the context of a broader social issue—whether that’s highlighting its environmentally friendly features or its role in promoting social equity.
Engage with Your Community
Communication isn’t just about broadcasting your message—it’s also about listening and engaging with your community. By participating in conversations around social issues, you can build stronger relationships with your audience and show that your organization is actively involved in the issues that matter to them. This could involve hosting discussions, collaborating with influencers or organizations focused on these issues, or simply responding to your audience’s concerns and feedback on social media.
Be Consistent and Authentic
Consistency and authenticity are crucial when aligning your communications with social issues. Your audience will quickly see through any attempts to “jump on the bandwagon” without genuine commitment. Ensure that your organization’s values are consistently reflected in all your communications and that you’re not just paying lip service to social issues.
The Long-Term Benefits of Alignment
Aligning your communication strategies with broader social issues isn’t a short-term tactic—it’s a long-term strategy that can significantly benefit your organization. Take the time to align your communications with the social issues that matter most to your audience and your organization. You’ll ensure that your organization remains top-of-mind, even as societal trends and issues evolve. You’ll not only enhance your brand’s relevance, but also contribute to the positive change we all want to see in the world.
