Rapid Communications Response

Introduction

Large organizations often need access to “on-demand” communication services that can respond rapidly to unanticipated needs that cannot be met by the organization’s in-house resources, either because of limited capacity, or the time required to reprioritize other communication activities to accommodate an unanticipated high-priority need. In these circumstances, an independent rapid response contractor team is needed that can mobilize quickly to satisfy short-term unanticipated needs with high quality communication products.  There are two general requirements for successfully providing rapid response communication services:  (1) Intimate context knowledge of the operations and culture of the organization, and; (2) a full creative communications capacity that can respond very quickly to match the needs of the organization.

Context Knowledge

Context knowledge of the organization must be known to properly interpret the specific communication needs for rapid response, and to accurately align expected outcomes from the rapid response process.

Examples of context knowledge of organizations include:

• Mission and Goals
• Organizational Structure
• Strategic and Operational Plans
• History and Culture
• Communication Experiences, both good and bad
• Current Communications Products and Processes
• Primary Audiences for Communications, both Internal and External
• Key Decision Makers and Decision Processes
• Communication Interaction Between the Different Divisions

This knowledge is necessary to accommodate the communications “norms” as evidenced in the differences between language and writing style between for-profit, not-for-profit organization and government.  The contextual knowledge is the basis for applying proven principles of communication such as creating messages from listening to target audiences and evaluating response to these messages with metrics that define the effectiveness of the communication, or deciding on the primary purpose of the communication such as to inform (one-way communication), to engage (two-way communication), or to influence (communication designed to change behavior).  The Rapid Response Team (RRT) must quickly assess the communication need and create a solution that aligns with the organization’s goals and strategy. 

To gain such knowledge, Ripple Effect engages in an communications assessment of the organization communications processes, products, channels and messaging.

Creative/Production Capacity

At its heart, communications is a creative enterprise propelled by a combination of creative people and a vast array of technological support.  The creative team includes writers, editors, programmers, designers, multi-media experts, and project managers.  The technology includes multimedia tools that continue to evolve.  The Rapid Response Team must include the required creative people and technology and be available 24x7 in order to ensure rapid responses when they are needed. This support must be easily accessible to be truly considered “rapid”.  It also needs to include production ability to be an “end to end” service.  Ripple Effect offers the necessary creative talent, technological knowledge and production services:

• High-Speed Internet Services (Domain Hosting, Search Engines, Streaming Functionality, Webcast, Secure Servers and Networks, etc.)
• Web Publishing and Programming Software (Dreamweaver, Macromedia, Visual Studio, etc.)
• Graphics Software (Adobe, CorelDraw, Jasc Paint Shop, Visio etc.)
• Database/Management Software ( SharePoint, SQL, Project, Access, Excel, etc.)
• Office Software (Microsoft Vista, Word, PowerPoint, InfoPath, Groove, etc.)
• Video and Multimedia Studio (Digital Production with Blue Screen, Multi-Camera live transmission, Satellite Downlink Capabilities, Live and Archived Webcasting, Client screening Room, etc.)
• Communication Materials Production (Full-Color high speed Digital Printing/Binding Presses, Medium Speed Color and Black and White Printers, and; Finishing Machines such as folders, Programmable Cutters, Trimmers, Saddle Stitchers, Spiral Binders, Perfect Binders, Shrink Wrapping and CD-ROM/DVD Duplication Services.

The Ripple Effect Rapid Response Team support runs the spectrum from PowerPoint presentations to webcasting a meeting over the Internet, or designing and printing copies of a 1200 page full color report with only 24 hours of notice.  A Rapid Response Team must be able to meet these stringent demands and Ripple Effect’s Rapid Response Team meets that need.