1. Establish goals. Before organizations launch communication efforts, they should delineate clear and concise goals. What do you want from people? Their support, vote or signature on a petition?
2. Take the time to catch up. “Many times, the underdog is not only working against a more powerful and larger organization but is also jumping into the game late,” said Ms. Ribeiro. She suggests that organizations take the time to recover their ground.
3. Catch their attention. Do something “loud” to be noticed by your constituents, said Ms. Ribeiro. This might include holding a press conference to establish facts and catch the public’s attention.
4. Stick up for yourself. If competitors are twisting facts, hospitals should let their audiences know the truth. Defend the organization, but don’t become too distracted by the false claims.
5. Put offensive tactics to use. “Align yourself with messages that help you achieve your desired end result,” said Ms. Ribeiro. This may include positive feedback from hospital employees or reminding the public of a high-ranking cancer program or other services.
6. It is an ongoing project. Ms. Ribeiro recommended organizations remember the time, endurance and regular communication it takes to keep up with the competition. “But the end is worth it,” she said.
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