Beyond the Noise: Crisis Communications in Foreign Aid

By Mitch McQuate & Emma Nardone

On April 9, InterAction hosted the second session in our new series, ConnectAid, which brings InterAction Members and outside experts together to discuss pressing issues within the humanitarian and development sectors.

Our second session on crisis communications amid the current dismantling of foreign assistance featured a panel discussion with Ellen Carmichael of The Lafayette Company and Vanessa Parra of Vanessa Parra Public Relations. More on their background can be found below.

Ellen’s political communications background coupled with Vanessa’s field experience made for a dynamic discussion that provided valuable tips for how to best engage in the current environment. The conversation centered on how to speak to the administration without alienating other stakeholders, how to effectively communicate foreign assistance’s return on investment, and how to design and implement an effective communications strategy.

Some of the key takeaways include:

• Organizations can convincingly demonstrate impact by highlighting personal stories and testimonials from those who have directly participated in programs.

• Targeting traditional print newspapers and cable television is not the only effective strategy for raising awareness of an issue in today’s fragmented news environment. Other sources of news, such as local radio and influencers, are often overlooked and can broaden the scope of engagement on an issue by bringing in a new audience.

• Clearly defining your target audience is integral to building an effective communications strategy across multiple platforms. For instance, TikTok content is more likely to reach a younger (and potentially wider) audience than content published in traditional media sources.

  
  

The panelists also highlighted the need to engage news outlets of diverse political leanings, especially right-of-center outlets that the humanitarian and development community has typically been hesitant to engage. Most outlets are open to a conversation but too often don’t get approached.

---

About the Panelists

As President and Founder of The Lafayette Company, Ellen has over 15 years of experience as a senior communications strategist. Her clients have included a presidential candidate, Members of Congress, statewide elected officials, Fortune 500 companies, trade associations, and advocacy groups.

Vanessa, a crisis communications expert with over 15 years of experience, specializes in leading media strategies for international organizations and advocacy campaigns. She has previously worked with Oxfam America, CARE, Amnesty International USA, and Solidarity Center.

The discussion was moderated by Morgan Martinez, Vice President of Communications, Membership, and Public Engagement at InterAction.

---

About ConnectAid

ConnectAid was inspired by the need to create opportunities for shared learning and collaboration as the conversation around foreign assistance becomes increasingly complex. Led by InterAction staff and industry experts, ConnectAid provides a space for Members to enhance and expand their practical skills.

ConnectAid will be hosted on a monthly basis. InterAction Members should regularly monitor their inbox for upcoming event invitations.

To learn more about previous and upcoming sessions, see HERE. Please contact Sara Franks, Events and Meeting Coordinator, with questions or ideas for future sessions.