Too often – in both our personal and work lives – we get wrapped up in the details of what we doing and miss the meaning of what we are doing. We’ve all seen examples of well-intentioned professionals losing sight of their mission and falling into a routine that strays from their desired course.
Communications are no different. It’s easy for businesses and organizations to miss the forest for the trees – or even the really tiny things like the leaves and twigs in the forest.
For instance, businesses routinely tell customers about sales. Groups share information about upcoming events. And nonprofits often ask for money. However, if these communications are routine rather than strategic, they won’t be effective.
Being thoughtful about how you talk with your customers and stakeholders often means stepping back from the details and day-to-day monotony and asking yourself a few key questions.
- What am I trying to accomplish – improve sales, image, engagement?
- What would grab the attention of my audience?
- How do I best share my message?
It might sound simple, but this process requires discipline – especially for businesses and organizations focusing their efforts on operations and the bottom line. It takes time and thought from your entire leadership team to develop effective communications.
If your organization’s communications strategy isn’t goal-driven, you’re missing opportunities.
If you don’t think about story lines and messages focused on the bigger picture, they won’t resonate.
And if you’re not using the communications channels that will actually reach the people you want, you’re not just focusing too much on the trees – you’re standing alone in the forest talking to yourself.
Ed Green
C2 Senior Strategist
