Gratitude, Grief, and When It’s OK to Just Be

It has been devastating to see the destruction and displacement caused by the wildfires in Los Angeles this month. As a national organization with deep roots in Los Angeles, alongside this grief we also feel a deep sense of gratitude for the collective efforts that have united sectors under a shared purpose – public agencies, philanthropy, and community-based organizations coming together to meet the needs of families and communities impacted by the fires.

Communicators have a unique and important role to play now and in the days ahead, from connecting residents with critical resources to telling the story of your organization’s impact. Here are 4 principles to help guide you as we take these next steps together:

(Photo credit: Sarah DeReemer)

Be focused. Lean into your organization’s values, actions, and purpose to determine when to communicate and what to say. Consider what your audiences need to hear from you in this moment and what your organization’s unique perspective brings to the conversation. This clarity (and restraint) will help you cut through the “noise” and add real value to the communities you serve. This SSIR article from Seth Chalmer of Leading Edge offers a great framework for evaluating when to weigh in on external events and issues.
Be generous. Use your platforms to amplify information from partners and other trusted sources that’s relevant to the communities you serve. Not only does this “megaphone” role position your organization as a helpful connector, it also reduces redundancy at a time when efficiency is key. We value these resource lists compiled by Community Partners and Philanthropy California.
Be strategic. Recovery – and the communications efforts that support it – is a marathon not a sprint. Be strategic when thinking through the different phases of your organization’s response, what stories you’re lifting up when, and how you’re offering opportunities to get involved. Need a refresher on some of the fundamentals of developing a communications strategy? Download our Communications Toolkit for practical tips.
Be human. At its core, communications is about fostering connection, and authentic, ethical storytelling is one of the most powerful ways to spark empathy and action. In times of crisis, slowing down and simply sharing personal reflections or listening to others can be a salve. Here at Cause, opening up space in internal meetings to tell stories about the LA landmarks and memories that shaped our lives has been a powerful way to process events and feel more connected to each other and our work. Curious how storytelling can strengthen your external communications? Reach out to vschnaidt@causecomm.org to learn more about our communications-forward, community-centered workshops.