Larry D. Lauer

Will the “repeated lies sound true, vicious attacks are OK, and vulgarities are common place” dynamics of the recent presidential campaign influence strategic communication practices in the days ahead?  Only time will tell. We all need to become analysts. And we must be prepared to adjust.

For institutions, name visibility and authentic brand identity will be more important than ever.  Mr. Trump’s name is his brand, and also his primary business asset. But his asset will come under intense scrutiny, and therefore will be vulnerable. What about your institution’s brand?

In this environment institutional leaders must be prepared for their institution’s brand authenticity to be tested. Effectiveness in today’s world will require cutting though messy clutter with simple, clear and consistent messages, and by staying focused on priority market segments… using their preferred multi-media platforms and tactics.

In these cluttered and confusing times I also suggest forming educational and non-profit/NGO partnerships, but doing it carefully. I am recalling how a small private university in the east formed a partnership with the United Nations Association which instantly lifted the visibility and credibility of its new international studies program. I believe the same result can be achieved in other creative ways with the right non-profits, NGOs, or associations.

It’s especially important now to understand that “everything communicates,” institutional name, leadership behavior, message, tone, and even the right partnerships. Trump’s future success will be determined by an evolving landscape. Yours may be too. But you should have better odds for success because of the authenticity of your brand, and your understanding of how to use multi-media platforms and tactics effectively.

One final thought. You may need to make adjustments as you monitor this changing landscape. This reminds me of the work of MIT Professor Peter Senge and his thoughts about becoming a learning organization. Processes that keep your organization learning about critical changes in its business and markets are especially important right now. I recommend that you google, Peter Senge!