During the pandemic, we’ve heard certain words or phrases repeated over and over again. When this began, organizations wisely were careful with the framing of their messages. Choosing terms like “unprecedented” and “uncertain” were safe and reflective of the situation. We have now moved beyond the initial response and so should your communications. Industries have pulled together and done incredible things, and that is the story Canadians want to hear. When words are overused and generic like this, they start to lose their meaning. Even our Prime Minister has been liberal with the use of the word “unprecedented.”
People don’t want to hear the same messages from every politician or organization they follow on social media. Just as they enjoyed a unique experience when interacting with your organization before the pandemic, they want that experience now.