To say there is change and uncertainty in Washington right now is an understatement. We are in exceptional times. With many clients asking for our guidance on the right approach to communications during this transitional period, we are offering some thoughts on what we believe is the best course of action.
First and foremost, don’t get caught up in all of the noise – and there is a lot of it. Things are changing day to day, sometimes even hour to hour. We don’t know what is coming next. What we do know is that the business of governing will continue, and technology is going to play a critical role in enabling it.
If your business centers on offering a technology solution to the government, stick to your knitting and focus on your area of expertise. Put a positive message forward about what your company and your solution can do and why that benefits agency missions. Provide guidance and education on those solutions and how they can improve operational efficiencies and support mission optimization.
Key to that mission optimization is increasing government efficiency and driving innovation. With so much focus on cutting existing government processes and people, it’s likely there will be more adoption of innovative technologies as more system efficiencies are sought after. While the government has traditionally moved at a slow pace, we anticipate new emphasis on agility and speed.
We wouldn’t be surprised if in the not-too-distant future we see changes to government procurement processes that attempt to curtail the proverbial “Valley of Death” into which so many smaller, more innovative companies, and their promising technologies, have for years fallen.
That might bring some disruption to the deeply entrenched Beltway Establishment mode of operating. Given large contractors’ depth of resources and knowledge of how the government runs, there is a great opportunity for them to partner with smaller firms – teaming up to blend the domain experience of one with the innovation of the other. Now is a great time for those smaller firms to amplify their story and capture attention.
While a lot of companies are taking a keep-your-head-low stance, it is important to not go totally dark! It’s okay, even important, to keep communicating. Issues like AI, cybersecurity and IT modernization are still what the government is looking for – so demonstrate your expertise in how these can move the needle in supporting mission requirements. Offer strategic guidance through thought leadership, through media engagement, through sponsored outreach and through social platforms that demonstrates an understanding of the challenges government customers are facing and new perspectives on solving them.
Don’t forget about communicating inward. Continue to monitor the news and make sure that you understand changes that may impact your organization. Keep employees regularly apprised with facts about what is actually happening, since rumor and speculation are running high. Ask them not to comment publicly (for instance on social media) about any government contracts or engagements your company may already have or would like to be involved in. Now is the time to stay calm, focus on core competencies and steady the ship.
Shifting political winds are always a factor when dealing with the federal government. Companies wanting to weather the storm will do well to keep communicating to and educating government decision makers on how technologies can support and bolster their agency’s mission. In the words of General Dwight D. Eisenhower, “Pessimism never won any battle.”