Communication Plans
Does your community have a plan on how and when it will communicate?
The importance of communication is often a forgotten aspect of our industry. We get caught up in the day-to-day operations that include verifying account balances, sending out compliance letters, preparing for board meetings, and monitoring the financial aspects of the association. Our communication is often done as a reaction to a situation that arises, not a proactive plan to minimize the outcome.
What should a plan include?
HOW - The communication channels that an association will use to share information and updates to the residents needs to be clearly outlined. This could include emails, social media, websites, newsletters, bulletin boards, etc. Depending on the services and systems in place, the community could also have phone and texting options. Not every communication needs to be shared on all platforms, so the plan needs to outline which one will be used for the type of information that is being shared. Think warm and fuzzy announcements versus the strict and business like.
WHEN - The frequency of communication should be outlined so that residents know when to expect updates. The plan could require a monthly communication or it could be as often as a weekly update. Additionally, consideration should be given to when communication will occur during emergency type situations or in response to issues that arise.
WHAT - The details included in the communication matter! A resident should not have more questions after receiving the communication but rather feel informed. Consider giving facts, resources, contact information, etc. to provide a full message. Don’t send out a message saying you are closed but with no details of reopening or who to contact while closed.
WHY - Communication should have a purpose. Make sure there is a solid reason for sharing something so that residents know that there is value in the communication. You do not want residents to stop reading updates!
WHO - Communication should not be left up to anyone and everyone. There needs to be a clear understanding of who is doing the communication. This could be the community manager, a board member, or both. Clear expectations and responsibilities for who will oversee the communication is key so that it is consistent and targeted for maximum impact. The who should also outline if any review and approval is needed.
"The single biggest problem in communication is the illusion that it has taken place."
- George Bernard Shaw
Need help establishing a communication plan for your community, contact us today!