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This is me in my senior year of high school, pictured with two iconic Arizona women: Representative Polly Rosenbaum (Arizona’s longest-serving state legislator) and Governor Rose Mofford (Arizona’s first female governor).

My parents had just uprooted our family from Connecticut for my final year of high school (yes, really). For an Arizona Statehood Day writing contest, I had to write about an Arizona treasure. A friend asked, “What do you know about Arizona? You just moved here.” I dove in anyway, writing about the desert’s preservation, imagining how a Native American might see it, weaving past and present into the piece. My teacher handed back a whimsical “B” with no explanation. I wasn’t happy … until I learned I was the 12th-grade winner in the state.

That moment stuck with me: Creative work is subjective. Whether I’m shaping a communications strategy, producing a video, or drafting a news release, there will always be opinions: “Do it this way,” “We don’t need that,” “That sounds like AI.” Critique is part of the process, but it doesn’t define the value of the work.

Keep creating. Keep learning. Keep showing up – and persevere despite critiques. Your voice, and the work you believe in, will find its people.

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With one driver, there was a moment of confusion about who would load the luggage. He started loading, and when I asked if he was okay, his tone implied I’d upset him. Later, he kept making comments and asking if I approved of his service. He said I looked at him as if he were from outer space. I responded politely but cautiously, unsure where the conversation would go.

In another ride, the driver parked across the street from our address and repeatedly switched songs while driving. When I stepped out to walk someone to her building, he turned the vehicle around and parked on the other side of the street, which seemed unnecessary. I thanked him for his patience, but he didn’t respond. At the hotel, my wife called him out for rudeness. She said when I walked the other person to her building, he said I slammed the car door, which was rude. I did not do this. He had also been tailgating and driving fast.

These small moments add up. They remind us people often bring their own “baggage” into customer interactions, and poor communication is a business issue. For organizations, the lesson is simple: consistent signals, clear expectations, and courtesy matter. A pleasant voice, respectful boundary-setting, and predictable behavior build trust. Inconsistency brings discomfort and bad reviews.

If customers are your audience, don’t leave communication to chance. Train staff on clear, courteous scripts. Set expectations for nonverbal behaviors and coach employees to read and respect customer cues. The ride-share world is full of micro-interactions. Use them as opportunities to build trust, not reasons to lose it.

Everyday interactions are brand experiences.

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1. Fishing Expedition Interviews

Overly long interviews that wander without focus waste time and energy. Prepare a clear question list and keep the conversation on track.

2. Longwinded Questions

Complicated, multi-part questions confuse people. Keep questions short and simple.

3. Asking for Repeated Questions in Answers

Having someone restate the question in their answer feels awkward. Let interviewees answer naturally. Context can be added later in editing.

4. Discouraging Gestures

Some people feel stiff if told not to move their hands. Encourage natural movement. Gestures make speakers more engaging.

5. Unchecked Acronyms and Jargon

Viewers may not understand insider language. Ask interviewees to define acronyms or explain phrases in plain English.

6. Low Energy Delivery

Monotone answers don’t hold attention. Gently encourage interviewees to show enthusiasm and vary their tone.

7. Mishandling Negative Comments

Sometimes answers reflect poorly on the organization. Decide beforehand how to reframe, clarify, or edit such responses.

8. Skipping the Final Question

Many great insights come when people are asked, “Is there anything else you’d like to add?” Always end with an open-ended invitation.

Asking the right questions in the right way helps subjects shine. With preparation, clarity, and empathy, your interviews will capture meaningful stories worth sharing.

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Start with what’s real

During the meeting, the client shared a short, anonymized example of an organization that received a significant cash investment and later discovered it was nearly out of funds. That single anecdote gave the article an immediate emotional angle and made an abstract lesson concrete. Real experiences from clients, colleagues, or your own team are by far the most compelling raw material. With a few careful edits to not include identifying details, real-world examples lend authenticity, illustrate consequences, and help readers see themselves in the story.

Find timely hooks

A useful content strategy is to pair expertise with a calendar moment or a timely business moment. In the meeting, we shifted an initial topic toward priorities: upcoming reporting due dates, seasonal planning windows, and end-of-quarter or end-of-year tasks. These natural milestones create urgency and make guidance feel immediately actionable. The lesson: You don’t need to invent news. Link your knowledge to the moments when your audience is already primed to act.

Turn observations into lessons

A casual comment about travel led to a surprising editorial idea: Vacations can serve as an internal control. When people who normally manage critical tasks step away, others are forced to assume responsibilities, and that handoff often reveals gaps, inconsistencies, or mistakes. What started as a travel story became a piece linking work–life balance to organizational resilience. That’s how creative storytelling works: One observation sparks another, and soon, you have a human, strategic message that readers care about.

Listen for recurring patterns

Professionals often repeat the same frustrations. Clients who didn’t verify a vendor’s experience, managers who assumed processes were audited, teams that discover problems only when a crisis occurs. When you hear yourself giving the same explanation multiple times, you’ve likely found a teachable moment worth expanding into a post, article, or media pitch. Friction points are signals: They display where your audience needs education, and they often map directly to content that builds trust.

Plan for multi-format use

A single idea can fuel multiple formats. The anecdote that opened the meeting became fodder for an op-ed, a short social post, an email to clients, and a media pitch, each tailored to a different audience and level of detail. Think about repurposing from the outset. A short, vivid example can be expanded into a longer piece, shortened into quick tips for social platforms, or used as the kernel of a webinar or client workshop.

Capture the conversation

The most important practical habit is simple. Take notes during client calls and team meetings. When something grabs your attention, a phrase, an issue, a surprising detail, jot it down. Revisit those notes and ask, “Why does this matter to our broader audience?” Then, apply a journalist’s curiosity. Who else has this problem, what are common pitfalls, and what practical steps can readers take?

You don’t need to chase trending topics to produce meaningful, trusted content. Often the most valuable stories are hidden in the daily work you already do. Listen closely, look for patterns, pair insights with timely hooks, and repurpose. That’s how ordinary conversations become the foundation for thought leadership that resonates.

Strategic Communications

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1. Flat Lighting

Lighting that hits the subject and background equally makes the image look dull. Use directional lighting to create depth and separate the subject from the background.

2. Visible Microphones

A lavalier mic clipped to a shirt is distracting. Hide mics under clothing or position them so they’re out of sight but still capture clean audio.

3. Reusing the Same Location

Shooting every interview against the same wall feels repetitive. Change angles, backdrops, or rooms to create variety.

4. Distracting Backgrounds

File cabinets, wall outlets, papers, pens in shirt pockets, power poles, water bottles, garbage cans, and cables all pull attention from the speaker. Declutter and reframe.

5. Placing the Subject Too Close to the Background

This can create harsh shadows and flattens the shot. Move the person forward to create depth and allow for background blur.

6. Shooting in Front of Company Logos

It often looks forced or like an ad. Use natural environments. Integrate branding in other ways.

7. Overly Simple Background Dressing

Adding a plant isn’t enough. Thoughtfully designed backgrounds with textures or relevant props add interest without overpowering the subject.

8. Forgetting to Silence Phones

Notifications ruin great soundbites. Everyone should turn off or silence devices before shooting.

9. Equipment in the Shot

C-stands, lights, and cameras in the frame (unless intentional) look sloppy. Double-check framing and think about where you’re positioning your gear.

10. Noisy Locations

Traffic, air conditioning, or chatter ruin audio. Scout for quiet spaces.

11. Ignoring Wind Outdoors

Wind noise often makes audio unusable. Use mic windshields, re-ask questions, or relocate.

12. Hat Shadows

Hats cast shadows that hide eyes. Reposition lights or suggest taking off the hat.

Great video production doesn’t just happen. By paying attention to these details, your video will not only look more polished, but also will reflect your organization’s professionalism.

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Here are four key communications tactics nonprofits can implement during the year-end period to enhance engagement, stay relevant, and drive impact in the coming year.

Communicate Achievements with Impact. This is the perfect time to communicate your organization’s accomplishments. Highlight what you’ve achieved and how you’ve made a difference in your community. This isn’t simply reporting. It involves telling a compelling story that resonates with your supporters.

People connect with stories, not just data. Share success stories of the impact your nonprofit made this year, focusing on personal experiences bringing your work to life. Including narratives in your communications humanizes your organization.

Reflect on Milestones. Whether it’s the number of individuals served, partnerships formed, or new initiatives launched, reflecting on these achievements will not only build credibility but also display that you’re on track to meet your goals.

Highlight Your Nonprofit’s Future Vision. Looking ahead to the future keeps your audience engaged. Strategic communications should emphasize the vision and goals for the upcoming year. Telling your supporters can help make it happen.

Set the Tone for 2026. Share your nonprofit’s upcoming initiatives, goals, and expectations for the next year. Talk about new programs, areas of focus, or significant shifts in your strategy. This is an opportunity to get your audience excited about the future.

Provide Opportunities for Engagement. Communicate the ways in which your supporters, whether donors, volunteers, or board members, can get involved in 2026. Whether you need their help with new campaigns, events, or donations, make it clear how they can play a part in your continued success.

Stay Authentic and Transparent with Your Audience. One key component of strategic communications is building and maintaining trust with your supporters. Be transparent about both your successes and challenges. Open communication about the organization’s situation shows that you’re not just about the mission but also about working together as a community.

Being open about your internal workings helps your stakeholders understand the larger picture. For example, if you’re experiencing any challenges, like funding gaps or new opportunities, share those openly with your audience while positioning your nonprofit as a resilient and adaptive organization.

Engage with Meaningful Content. Provide valuable content demonstrating your commitment to your mission and transparency. When you provide a mix of educational content, updates, and inspiring stories, your audience becomes more connected and invested.

Leverage Partnerships and Collaborative Opportunities. Nonprofits are often faced with challenges like limited resources and staffing constraints. That’s where strategic partnerships come into play. The end of the year is an ideal time to assess how you can collaborate with other organizations, businesses, or even individuals to maximize your impact.

Highlight Collaborative Work. If your nonprofit has worked with other organizations throughout the year, celebrate these partnerships. Showcase how collaboration has allowed you to do more with less and how working together strengthens your ability to achieve your shared mission.

Seek Out New Partnerships for the Upcoming Year. Use year-end communications to signal your nonprofit is open to building new partnerships. This can be especially valuable when building your support base or seeking sponsorships for future projects. This is an excellent time to look for new strategic alliances.

Strategic communications are about inspiring and empowering your stakeholders. By focusing on engaging storytelling, setting clear goals for the future, remaining transparent about your work, and seeking out new partnerships, your nonprofit can maintain momentum and keep your supporters connected and invested.

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