We talk a lot about communication. Mostly because it’s hard to do well, and it helps to keep stakeholders on the same page. But there’s something else that motivates us.
 
Identifying the audience is one of the biggest challenges we face in communicating well. Who needs to hear a message? What do they need to know? When do they need to know it?
 
Communication influences how an audience perceives a project or event.

How and when you present a message is as important as the words or images you choose to share. Apply empathy and take time to figure out what your audience needs to know.

​This year, Reach Partners celebrates 20 years.
 
Twenty years!
 
That’s countless hours of coordinating events, gathering people in conversation, helping work get done, communicating key messages, training volunteers, facilitating meetings, pushing and encouraging, staying within budget, outlining the scope, staying up late, waking up early, making mistakes, asking forgiveness, and making right the mistakes we made.
 
Twenty years!
 
As we celebrate this milestone, we recognize that we are who we are largely because of the values that we uphold and practice. We are intentional about how we do our work and who we do it with. This has led us to the best partners a business could ask for and we are immensely grateful for that.
 
So, in honor of our anniversary, we want to reflect on a few moments from the past two decades that speak to our values. Of course, there are so many more moments than we have space for, but here is a sampling:

​Whenever we plan an event, an in-depth meeting, a social gathering, or virtual experience Reach Partners will always argue for the same thing. Every time.
 
This thing is the most important detail for every planned interaction. It is the life blood of our work and what drives us to do better every day. Most importantly it’s the power, the energy that fuels the work at hand.
 
How do you tap into this energy? How do you make it work for you? Draw the right audience? Craft the right marketing activities? Align stakeholders? Create value?
 
You start by defining purpose.

Suicide and suicide-related behaviors can be newsworthy topics. But how those stories are shared makes a difference in how others in the community view and respond to suicide.

We helped to shine light on this topic when we designed and planned a communications conference for news media and spokespeople.
 
Mental Health America of North Dakota and partner agencies wanted to erase the stigma around suicide, while increasing the likelihood that vulnerable individuals would seek help after viewing or reading a story about suicide.
 
To address this issue, they received a grant to hold a communications summit for news media and organizational spokespeople. They asked Reach Partners to join the summit’s planning committee and to oversee details of the conference, which was held in both Fargo and Bismarck.
 
“It was an honor to do this,” says Anita Hoffarth, co-owner of Reach Partners. “We were a key part of the committee.”
 
The group invited Daniel J. Reidenberg, executive director of S.A.V.E. (Suicide Awareness Voices of Education), to share best practices in reporting on suicide. In addition, a panel of survivors of suicide loss shared their personal experiences. They spoke about what it was like to be interviewed by members of the media and how the language and headlines used affected their families.
 
Sixty-five members of the media, public information officers, law enforcement and educators attended the conference. Conference planners assembled educational resources to distribute to those who had been invited but couldn’t attend.
 
During the half-day event, attendees learned more about suicide and how reporting and messaging could make a difference in whether viewers and readers would consider suicide or seek help.
 
One best practice shared was to no longer use the phrase “commit suicide” since the verb suggests the person conducted a crime. Instead reporters were encouraged to say “died by suicide.”
 
In a post-conference evaluation, 100 percent of the attendees said they were likely to use the information presented the next time they had to report on a suicide.
 
“I learned a lot of useful things and important considerations for my stories in the future. Thanks!” wrote one attendee.
 
Local news reports began to reflect many of the best practices shared at the summit – and journalists continue to be more responsible in their reports.
 
“I’ve even become more careful in how I talk about suicide and share with others what I learned,” Anita says.

When we moved into our new office space (across the hall from our previous location) last summer, something felt familiar.
 
I couldn’t exactly put my finger on what or why. I had visited the space when it was inhabited by another company, but I hadn’t spent a lot of time in there. Yet, I couldn’t get rid of the feeling that something significant had taken place in the very spot where I now work.
 
And then I had my ah-ha moment: My office used to be Tony’s office. You see, Tony’s work experiences have made me pause and reflect on work life at Reach Partners.
 
Here’s why:
 
Tony was a long-term employee who worked with this other company in our building. Several years ago she requested one day off – July 10.
 
I recognize that granting vacation requests or personal days off can be complicated. But from what I understand about this business’s industry, mid-July wasn’t a busy time of the year. From what I knew about Tony, she was hard working and committed.
 
I don’t know why Tony asked for the day off, but it didn’t matter. Her boss said no. In response, Tony put in her two-weeks’ notice and left the company.
 
I’m sure denying the request for a day off wasn’t the only reason Tony left, but it certainly was the last straw for her.
 
Yes, there are rules and employee handbooks to follow. There are good reasons, as an employer, to have policies in place. There also are situations where employers and employees have to make hard choices. For example, I took off less time after my second child was born than I did when my first child arrived. Rachel once chose to fly from Minneapolis to Bismarck so she could attend a family wedding and fulfill a client obligation over the same weekend.
 
As at any company, Reach Partners always tries to balance the responsibilities of work with the responsibilities of personal life. Sometimes it’s easy; sometimes it’s not. Still, we believe our team is happier, healthier, and more productive when we trust our people to make decisions about their time.
 
Never do I want to run the kind of company that isn’t willing to consider an employee’s request for personal time. Tony’s company lost an experienced employee. I still wonder if her boss regrets his decision to deny her a day off.
 
In honor of Tony, we have observed July 10 as a Reach Partners holiday for several years.

This year, Tony’s Day Off will be held a day early because of some scheduling conflicts. That’s okay. What’s important is that we take a day off and recognize that sometimes the best policy is showing a little empathy and trust.
 
 
– Anita

EDITOR'S NOTE: This is an updated version of a post that ran July 7, 2015.

For us, Thanksgiving is more than a once-a-year celebration. It’s something we practice every single day.

Gratitude is an integral part of who we are at Reach Partners. Collectively and individually, we are thankful for the work we do, the clients we partner with, and the communities we serve.

The past year has been packed with new opportunities and new relationships. It’s been filled with occasions to deepen the partnerships we’ve already made.  In the process, we have been blessed and have had a lot of fun along the way.

Here is a sampling of the things we are grateful for in 2017!

What are you grateful for?