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The 2020 Edelman Trust Barometer

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Be Nimble: Teams have to be open and prepared to shift content strategies.
People First: Put effort toward where it matters most: Your audience.
Be Thoughtful + Critical: Do you need to say anything? And if you do, why? And who should be part of your vetting process?
Connect: Social media is your chance to foster connection by going the extra mile wherever possible.

Most Important to a Rapid Response Strategy

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#StopHateforProfit g rowing list of those joining the campaign

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RWJF.org

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Blog & Email

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Social Media: Pulled Planned Ads

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Social Media: Boosted Timely and Relevant Posts

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What We Learned:

Share experiences

Provide relevant resources

Simplify

Pivot when needed

Set clear priorities

Be flexible

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County Health Rankings & Roadmaps Webinar Series

Exploring Guaranteed Income to Address Income Inequality	Discussion about Stockton, CA’s implementation of an innovative strategy to address financial insecurity and income inequality by providing a guaranteed income.
COVID-19: Disproportionate Impact on Black Communities	Exploration of the historical and systemic causes of the disparities in outcomes in Black communities and strategies to address outcomes now and in the future by creating sustained systems change.
COVID-19: Disproportionate Impact on Tribal Nations	Discussion about historical policies leading to disparities in resources available to tribal communities and the need for structural changes in providing public health support to these communities.
COVID-19 Mapping: Bridging Data with Historical Context	Discussion about the COVID Atlas and importance of data in understanding the impact of COVID.
Responding to Crisis in the Latino Population with an Equity Lens	Explore issues Latino communities are facing and the emerging strategies UnidosUS affiliates across the country are employing to address them during the pandemic.

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Messaging Best Practices*

Lead with facts.
Offer your perspective or point of view in a brief, clear manner.
Be human; express empathy.
Promote simple actions, or stories of people taking action.
Use graphics, illustrations or visual language.
Amplify and quote credible experts.

*Adapted from Communication Network’s Crisis Communication Resource Guide: �Coronavirus Disease 2019 (COVID-19)

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In Summary

Keep doing important work with the right judgment and context. Check tone and vet with as many people as possible—but still do your important work, email, social posts, etc.
Experiment. If you had an idea for an Instagram Live or a new Facebook Group for supporters—consider it and try it. But know: folks will seek value and consistency.
Aim for authenticity. If it doesn’t fit, skip. Don’t join in if it doesn’t feel true to your organization and its mission. Instead, find and lift up trusted messengers and support their work.
Spend since digital advertising is still performing. Ads are still worth the investment. You’ll want to be strategic about the messages and your ask.

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Q&A

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Reach Out Anytime

https://twitter.com/bynickdean

https://www.linkedin.com/in/nickfdean/

https://twitter.com/erinmkelly

https://www.linkedin.com/in/erinhaaskelly/

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Resources

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Facebook’s Global Resource

64 pages!
Covers things like:

Cross posting from IG and FB
Going Live + Best practices
Using Creator Studio
More!

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Designing in an Emergency

The firm Wide Eye created this list of free and low cost design and tech tools for rapid response work.

A great example of content to create — and a great resource.