5 Things to Consider in Special Day Communications

Special days are important for business communication because they are an opportunity to create eye-catching messages about your company that align with the special day to catch the attention of your viewers. This is why special day communications are used by businesses around the world to connect with their audience. However, choosing the right voice while staying authentic to your brand values can make your important date messaging highly impactful.

In this guide, we will look at five aspects that can boost the effectiveness of your special occasion outreach.

1_ Understand the Purpose

Before deciding to send out a message or celebrate a special day, understand what that day is all about. In particular, know what this event means to most of your target audience, as this will help you create a more effective message.

Whether it’s a commemorative day communication like Memorial Day or a festive holiday marketing message, clarity of purpose is key. This clarity will come from a clear goal, which can be to show support, educate, build a community, promote a cause aligned with your brand, or simply to revel in the spirit of the day. Depending on the objective, create an appropriate campaign. Keep the message crisp, as opportunistic and vague communications are noticeable and can erode the trust that your customers have in your brand. At the same time, ensure that the messaging aligns with your organisation’s values and the objectives you aim to achieve through these efforts.

2_Time it Right

Timing is everything. Don’t simply post a message on the morning of the special day, as it can get lost in the many communications that flood social media and other channels. Also, the impact of such generic messages will be much lower.

Instead, your event communication strategy should start days or even weeks in advance to make it stand out. Consistency is the key to creating the impact you want. For example, if you are celebrating Women’s Day, start preparing short interviews or insights from your team, and post them every day for about two weeks. On Women’s Day, do a roundup of these messages and send out a creative collage that captures your efforts over the last two weeks. Such a series of posts will be more effective than a single post on the event day.

You can even tap into the experience of speakers like Cassandra Stavrou, who recognised the value of building a community through effective messaging.

3_Actions Speak Louder Than Words

A good public relations for special events will go beyond just words because in today’s age of information and ChatGPT, people have seen lots of inspiring, emotional, and even funny messages. They want to know what you are doing besides speaking about it. In the above example of Women’s Day, adding a personal touch by reflecting on the experiences of your female employees or offering them something special on that day will be far more effective than just sending emotional messages. This is where speakers like Chris Hirst can help, as he has experience in bringing about a reputational change and building a culture of enduring success through honest messaging.

4_Tone Must Match the Day

Not every message needs to be happy and cheerful. Rather, the message must convey the mood of the important day and reflect the sentiments of the people for whom the day matters. This tone mismatch is one of the most common mistakes brands make.

In particular, keep an eye out for remembrance or humanitarian days like the International Holocaust Memorial Day. Never post celebratory visuals or emojis on such days. Similarly, on festive holidays, avoid being overly corporate and opportunistic. This is not the time to promote your products or services. Rather, it is the time to establish a connection with your audience and remind them of your presence.

A speaker like Allyson Stewart-Allen, an expert in branding and cultural intelligence, can help your team understand the tone, expectations, and sensitivities of international audiences when crafting special day communications.

5_Focus on Internal Communications Too

Most organisations use special day communications and holiday marketing messages to impress current and future customers. In the process, they miss out on employees, who also need the right messaging to stay connected with your organisation. They also look for recognition and thoughtful messaging on these important days.

Use these events as an opportunity to conduct webinars, fun contests, family events, and more. It can also be a good time to bring on speakers like Claire Harper, who can share her experiences and talk to audiences on a wide range of topics related to your business, organisational culture, motivation, and more.

Also, ensure that these internal communications and messages align across departments, such as HR, communications, and marketing. A good strategy will have events and messages lined up before, during, and after the special day.

Overall, these five aspects can ensure that your messaging reflects the mood of the day and appeals to the audience, rather than sounding salesy. This is a subtle way of marketing your products and services where you focus on establishing your brand reputation and creating a community.

Final Words

To conclude, special day communications are a great opportunity to showcase who you are to the world. It is also the time to stand out with creative and thoughtful messaging that aligns with your core values and culture while reflecting the special day. The above-mentioned five aspects can go a long way in helping you craft the appropriate important date messaging that can take you closer to your objectives. Remember, the key is to focus on the day and its context, rather than on your business. Establishing a connection is key, and sales will automatically follow.

If you’d like to hire experienced speakers to commemorate the spirit of a special date, reach out to Speaker Agency.