How do you change paths when what you're doing isn't working?

Working in communications means existing in lots of uncertainty. I'm nearly 20 years into my career, and I still don't know for sure how a media release will land on any given day. 

I know what does and doesn't work, the best approaches to get traction, and how to avoid going into territory you don't want to. However, like all communications professionals, I can never be sure what the outcome will be when I press send. 

That is because there are many factors beyond our control. Other news happens, social media algorithms change, and competitors enter the market. 

This means it is smart to change course sometimes, but how do you do it so your stakeholders don't lose confidence in you?

Build flexibility into your plans

When you develop a proposed course of action for your communications challenge, ensure it's flexible. Build in points where you will review the proposed plan and consider whether or not it's working. 

For example, if you have decided to focus on a particular social channel over others, make it clear that you will review engagement and assess whether the focus needs to pivot along the way. 

Set expectations that things might change

Before you go ahead with a particular communications approach, you will likely need to get endorsement from some key stakeholders. 

Make sure that whatever they are reviewing highlights the points where you will review how the plan is going and decide if things need to change. 

Using language like 'initial course of action' or 'approach for now' clarifies it's not set in stone and sets the expectation for change. 

Show that you are making informed decisions

If you need to change what you are doing, it will be because you analysed the situation. 

When you communicate the change to stakeholders, ensure they can see why you are proposing a new approach. 

Providing your analysis reinforces your credibility as a communications expert and shows that you are making informed decisions in your work.