Building your blueprint for adaptive communications

During Ragan’s Employee Communications and Culture Conference in April, CLC member Tricia Taylor, vice president of corporate communications and change management for Coca-Cola-Bottlers’ Sales & Services, shared how her team operationalizes an adaptive communications strategy during times of change and uncertainty.

Taylor began by sharing the organization’s internal communications model.

he appeal of this model is that it’s scalable, Taylor said.

“It’s really about defining roles and responsibilities, developing our strategic message set or our strategic message agenda, how we’ll execute our communications plan, gathering feedback and metrics, and then undergirding that with the right processes that creates the foundation,” she said.

Taylor added that having a scalable communications model in place is crucial in times of change, as it allows an adaptive communications model to function.

Taylor explained that having an adaptive strategy mitigates risks and failure. “We are the arbiters of truth and trust,” she said. “I think that should be in our titles.”