Upping a price. Changing your privacy settings. A new design.
Any time you or your organization is making a change, breaking the news to those who will be affected can be challenging.
This is especially true when that change occurs to a consumer-facing service. In that scenario, you run the risk of potential backlash from the announcement. But don’t take it from me--just ask Snapchat. At the core of any reaction is this: how does this affect me, the audience? While there may be no ‘right’ way to make this kind of announcement (layoffs, for example, are rarely met with a pleasant response), there are steps one can take to minimizes the negativity.
Enter Digit, a financial app that automatically siphons off small amounts of money from your bank account to build up your savings. The algorithm takes amounts based on recent spending (think anywhere from $0.15 to $10), so you usually don’t even notice. Genius, right?
The app currently costs $2.99 a month—but as a long-time digit user, I remember a time when it was free. When that changed, a question was posed to me: did I want to remain a user? While the fee itself wasn’t a huge amount, the way Digit handled the announcement is what made me stick around. So I took a look at why that was, and how other organizations could learn from it:
Get to the point
Announce the topic at hand in a quick and concise manner. You’re presenting new information to those who will be affected by it. Don’t make them have to think (or search) too long or too hard to figure out how it’s going to affect them.
One of the most crucial ways to announce change is with complete and total clarity. What change are you making? What prompted it? And—most important—how will it affect me, the consumer?
Digit did all of these things right: They were upfront about the change being implemented; they were quick to point out why they needed to do so (to make money); and they were quick to point out why they were opting for a paid route instead.
Provide a forum for response
Give people an outlet to voice their concerns, questions or frustrations. It will enable you to control the message, and open up a forum where anyone with a strong reaction will feel heard. It will also give people a clear sense of where to get answers, should they be looking for them.
Bonus points: A Piece of Good News
Of course, dependent on the news, you won’t always have a piece of good news to offer. But if you can end the message on a high note, you should. People will always appreciate knowing something positive will come out of this.
And, at the very least, people always appreciate honesty. Giving a clear, concise explanation of why change is being implemented is always better than the cardinal sin of PR—not saying anything at all.
By Vanessa Pearce