Marketing, communications, and PR groups have always experienced a lot of turnover, both in the non-profit and for-profit worlds. When directors or managers step down and step out, good copywriters help ease the transition.
A nonprofit I work with has had the same marketing communications agency for at least eight years. This agency has served four communications directors whose personality and work styles are very different. (One of them was me. I hope I was their favorite.) During each regime change, the agency had to operate fairly independently while the organization was searching for someone to fill the position. Also, during the last decade, the nonprofit has doubled in size, reorganized, changed leadership, and changed many of its services.
Throughout it all, this small agency has continued to provide excellent service and on-target communications. The agency owners are very bright and caring individuals. They have many strong points but one of their critical advantages is their long-standing writing team, which now includes yours truly and another very talented writer.
I’m not blowing my own horn, just trying to make a point about how to conduct business. Frequent marcom staff turnover is a fact of life. But the messages still have to get out, and they must be strong and consistent. You should always have at least one excellent freelance writer who is intimately familiar with your positioning, your products and services, and your “voice.” Why?
Good writers will help you maintain relationships with your customers and communities no matter who is walking in or out the door of your organization.