Most people think of strategic communications as a way to reach clients, donors, partners and the public. But increasingly, one of the most important audiences we’re called on to address is much closer to home: the board of directors. As organizations navigate growth, change and uncertainty, effective communication between executives and boards is essential to building understanding and trust.
At Broadreach, we understand the challenges that come with board communications because we’re active board members ourselves. Members of our team have served on the boards of municipalities, professional groups and some of the state’s most well-known nonprofit organizations. We’ve also been called on to help an increasing number of corporate and nonprofit organizations across a wide range of industries navigate communication challenges with their boards.
Helping Executives Help Boards Understand Their Goals
One of the most common communication challenges we see is confusion around roles and expectations. Board members need to understand how information will be shared, who is responsible for speaking on behalf of the organization and how decisions should be communicated to key audiences. Establishing that clarity helps organizations reduce confusion, maintain consistency and build trust. Often, those roles are not spelled out when new members join the board. It isn’t until something happens, such as a change or a crisis, that organizations realize they need to be.
Equipping Boards With PR Know-How During Times of Change
Leadership transitions, restructurings, financial challenges and crises often place organizations under increased scrutiny. During these times, boards want confidence that leadership has a sound communication strategy in place, while executive teams need trusted advisers who can help navigate stakeholder expectations.
Broadreach helps organizations prepare for and communicate through change by identifying key audiences, assessing communication risks, developing messaging and providing strategic counsel. Because we bring an objective, outside perspective, we can help leaders anticipate challenges, develop effective strategies and maintain trust through periods of uncertainty.
Training Board Members for High-Stakes Conversations
Whether they expect it or not, board members are often called on to represent the organization in the community. They’re stopped at the grocery store, tagged on social media or asked by neighbors and donors to answer big-picture questions about the organization. Often, we’re called on to help board members and executive leaders prepare for those moments.
Sometimes that means leading workshops for board members to help them understand their role in the communications process. In other cases, we conduct media training to help board members understand when to answer questions, when and how to defer to a designated spokesperson, and how to navigate difficult conversations with confidence. Most importantly, we help them understand what they shouldn’t and can’t disclose to people outside the organization, and why.
Recognizing When the Challenge is Governance, Not Communication
While we help organizations understand where communication fits into effective governance, some board challenges cannot be addressed through strategic communications alone.
This occurs when the underlying challenge is related to board governance or deeper organizational issues. Once this becomes clear, we help organizations connect with board governance specialists who can strengthen governance structures, practices and processes.