About this image: Excellent campaign by the Spectator which ran during the Queen's Diamond Jubilee. The message was clear, it engaged the reader and articulated the offer that a free issue was availabe to readers.
Management and strategy departments in organisations often spend a considerable amount of time developing core strategic plans and activities for their organisations. Similarly, careful thought and planning should take place around how best to engage on those plans and strategies, and how to ensure that everyone understands their role in how to make those plans come to fruition.
The benefits of looking ahead and how it demonstrates the value of the communications team in any organisation can be seen in examples where companies have invested in thorough communications planning. As a communications professional, you are faced with a wide range of content and material which need to go out to the business, consisting of a variety of information, from HR and legal communications to social engagements.
To ensure your communications achieves it original goals, you can focus your messaging in a way the ensures the following:
Answer the “so what?” Question
When people read any messages or communications, we automatically wonder ”so what?” , make sure your communication resonates with your audience and clearly explains what this may mean for them or how it could impact them.
When used correctly, they can make complicated or technical information more interesting and easier to understand. Find an object, item or experience your audience can relate to and link the communication metaphorically. It can also help readers to remember this communication in future.
Telling a story
We all like to tell a story of what happened when...and people like to read a story start to finish, not just read about a moment in time. Telling a story helps the person reading it to ‘experience’ it.
What? When? How?
As kids, we asked questions to learn about the world we live in; as adults, rather than being told, we prefer to find the answers for ourselves. So when communicating to your audience, try to make a statement that gets them engaged - ask them whether they agree with your statement thereby allowing them to get engaged with the information, to think about it and to arrive at a conclusion.
Sustainability to Action can help you to achieve your communications goals, contact us today to see how we can help you.
Sandra Anani is passionate about sustainability, with over 19 years’ experience. She has dedicated her career to sustainable development and communications.