Electrify Your Communications Strategy

Communicating is like electricity--you don't really think about it when it's working. But if it's unreliable, poorly conducted, (or nonexistent), it can leave your audience, coworkers, or personal relationships in the dark.

Some people in your organization (or maybe even you) might wonder: why does communication strategy matter? Really--what's so hard about sending out emails and writing stuff?

If communication is electricity, your communications team is the power grid.

They keep the current of ideas flowing throughout the organization and concentrate energy where it is needed most. Purposeful communication has the power to energize an entire company.

Looking to revamp your communications strategy? Here is the criteria our department uses to gut-check our ability to keep the current flowing.

Your communication should be:

FOCUSED and PURPOSEFUL

• Consider the audience, message, and vehicle.
• Keep in mind the outcome you are trying to influence.
• Focus on necessary information only.
• Find your why--why is this important to my audience?

TRANSPARENT

• If you can't share everything, what can you share?
• Do you find a good balance between protecting your company reputation while owning up to your mistakes with honesty and humility?
• Always ask if what you communicate aligns with your company values.

RECIPROCAL:

• Be a conduit between stakeholders.
• Provide forums for feedback.
• Find ways to encourage stakeholders to engage with your messages.

PROACTIVE, whenever possible, and TIMELY if reactive

• Put yourselves in others' shoes when contemplating how they may react to certain messages.
• Anticipate and proactively address concerns.
• If you can't provide all the information ahead of time, what can you provide?
• Stay ahead of the narrative when considering brand reputation.

EFFECTIVE:

• Use language that is clear and easy to understand.
• Ensure messages are successfully delivered and received by monitoring metrics and feedback.

The nuts and volts (see what I did there?) of communication strategy may not be inherently fascinating. I know I don't have much desire to learn about the wiring in my house or why my hair dryer won't work in another country. But I bet you would still want your coffee maker to turn on in the morning.

Effective communications is strategic. Electricity doesn't happen by accident. Every day, your messages are competing with notifications and emails and social media and Zoom calls and to-do lists. Without a powerful grid to deliver your messages, you might as well be working by candlelight (ok, the metaphor may have fallen apart a bit, but you get the idea).

Communications experts are important. A communications team does a lot behind the scenes to keep the lights on.

Do you have any questions or need more specific examples? Ask in the comments below, I'd love to provide some more insights!

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