Communicating with Certainty in Uncertain Times
Updated August 26, 2026 | By Michelle Kenney
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During periods of turbulence, the way you communicate can shape the future of your organization. Thoughtful, carefully planned communications serve as an anchor for your staff and stakeholders, guiding the way forward, while disjointed messaging leads to confusion and misinformation.
Many health care organizations are anticipating or experiencing shifts in funding and policy changes, such as Medicaid work requirements, that may disrupt business continuity. In this complex environment, communicating simply, clearly, and deliberately is critical to keep your organization on track.
Prepare Your Communications Plan Now
Having a communications roadmap in place enables you to react quickly and adapt intentionally while staying true to the core of your business. If you don’t have a formal communications strategy or crisis communications plan, you can create a quick blueprint with the following information:
- Stakeholders: Identify your key audiences, both internal and external (e.g., staff, contractors, board members, donors, patients, customers, members, etc.). What are their needs and expectations in relation to your organization? Which stakeholders take priority in different circumstances? How can you best reach them?
- Key messages: Develop pre-approved talking points aimed at key stakeholders. Some should be boilerplate messages about your organization, with others focused on potential situations that may arise (e.g., staffing or funding changes). While you may not use this exact language, it’s a helpful starting point as you consider what is most important for each audience to know. Over time, work on preparing templates for FAQs, fact sheets, press releases, social media posts, and other materials you may need.
- Channels: List out all communications methods at your disposal, from email newsletters and listservs to social media, websites, mass texting, press conferences, media interviews, and podcasts. Note which audiences you can reach with each channel and which channels are most appropriate for different types and stages of crises. Designate spokespeople as needed and facilitate media training opportunities for them.
- Structure: Determine the chain of command for communications tasks. Who is responsible for drafting content, and who needs to approve it? Who has access and authority to send messages out through various platforms? Starting with this foundation of internal alignment will ensure all communications are implemented as planned. Consider using a responsibility assignment matrix like a RACI chart to stay organized.
Working with enrollment assisters? Read more on how to prepare to communicate health insurance policy changes to consumers.
Remember These Tips for Effective Communication
Every situation is nuanced, but the basics of effective communication are always the same. Follow these 10 tips to make the most of your communications planning.
- Prioritize: Focus on the intersection of your mission, your business goals, and your key stakeholders to guide your decisions on which current events need to be addressed. Your organization can’t be everything to everyone, and taking a stance on every issue isn’t feasible or necessary to stay relevant.
- Keep it simple: Communicate your message as clearly and directly as possible without excessive or redundant information, which can distract from your main point. Steer clear of humor and sarcasm for essential messages since the tone can easily be misunderstood.
- Focus on facts: Be honest and upfront about what you know and what you don’t know. Speculating can be tempting when you want to provide answers, but it’s safer to wait until you have the full information. Sticking to the facts will build your credibility over time.
- Be authentic: Communicate transparently in a way that feels natural to your organization. Audiences are smart — they can see through corporate speak, cliches, and other pretense, and they appreciate genuine connection.
- Personalize: Do your research on your audiences. Adapt your messaging and communication channels so you can meet each stakeholder where they are in a way that will resonate. Focus on primary audiences first, as customization takes extra time and resources.
- Stay visible: Maintain frequent communication, even when you don’t have all the answers. Your stakeholders want to know you’re there and ready to engage, especially in challenging times. Proceed with caution in spaces where you have less control of the narrative, like social media.
- Be consistent: Equip all staff and brand ambassadors with approved messaging to unify your organization’s public presence. Issue clear social media guidelines so anyone speaking on behalf of the organization has a consistent voice.
- Be nimble: Pay attention to what’s happening both within your organization and externally and be ready to pivot. Situations can change rapidly, and your communications plan may need to evolve as you go.
- Own your missteps: Acknowledge any errors your organization makes in your communications quickly and candidly. In a fast-paced environment, mistakes will happen. Don’t let one regrettable word choice derail your main message; once you explain, you can get back to business.
- Listen actively: Provide opportunities for open dialogue between organizational leadership and your stakeholders, from entry-level staff to your biggest client. Regularly monitor social media, review sites, and other online forums and respond promptly to legitimate feedback.
Start planning now for more effective communications to lead your organization through any scenario that comes your way.
Contact Transform Health for strategic advising and change management to prepare for anticipated transitions. Book a free discovery call today.