Before I started writing this post, I consulted my content plan for the month of April.

It’s always Step One in my process for writing content for my business. It re-connects me with the topic I had already chosen.

And not just any topic. The topic supports the month’s theme, which in turn supports the messaging my business needs right now. (Which is the whole point of content planning.)

So I looked at my plan. And I laughed. Out loud.

Not because the chosen topic — how owning your voice lets you lead with clarity — was bad. It’s a meaty topic that helps to boost my clients’ content confidence.

It’s that today, that topic feels like a graduate level symposium when we are all still getting our crayons together so we can start kindergarten.

For most of us, we haven’t yet moved out of the “what the heck am I going to say now?” stage of communicating in our new reality.

Plans we made a month ago or a week ago feel, well, laughable.

And a whole lot remains uncertain.

That’s the thing about what we called “Crisis Communication” back in my corporate communications days.

Every day is a new day.

The environment shifts. It shifts again.

We tweak the message to meet the times.

Note the important word in that sentence: tweak.

This is not a whiplashy, complete turn around, go from blond to brunette to red to blond again.

It’s more about course correction by degrees.

None of my clients are making wholesale changes to their messaging. Who they are and what they believe in is still at the heart of everything they say. But they’re tweaking for the times.

It’s a move from “plan your next exotic vacation” to “be the you you are on vacation, every day.”

From “this bag will change the way you carry your life” to “send a token of love and normalcy to someone whose normal has turned completely upside down.”

You and I aren’t in the same place we were at the start of the year. Our audiences aren’t, either.

So , I ask you.

What are you saying now?

And if you just keep drawing a blank trying to answer that question, book a free 30-minute Message Shift Call and let’s see if we can’t fill that blank space.