I believe there are Seven Big Things you need to ensure great communications for you and your organization. Adhering to each of these seven principles can help you thrive during any communications opportunity or challenge.
In this post, I’ll expand on one of the Big Things: Deliver your message clearly, concisely, and consistently.
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The late U.S. Senator Herb Kohl, my first boss,
who challenged his staff to be economical
with words and to communicate plainly
My first communications job was serving as Deputy Press Secretary for Herb Kohl, a wonderful man who represented Wisconsin in the U.S. Senate for 24 years and who sadly passed away in December at the age of 88. I learned so much about public service and communications from Senator Kohl. The first lesson he shared with me - and one that has always stayed with me - is the importance of being clear and concise in your messaging.
Senator Kohl had an unofficial rule that every press statement be three lines or less. It could be a challenge to write tightly, but it forced you to be economical with words and smart about what few messages to convey.
While not every communications will be three lines or less (gestures at this blog post), the point remains: your messaging needs to be clear, concise, and compelling.
In our already busy lives we’re bombarded with so much information and communication. To break through you must deliver digestible content that matters to, and resonates with, your audience.
Cut the jargon, get rid of the $10 words, and delete sentences and paragraphs that aren’t critical to your story. Focus on what matters to your audience and share - plainly - your values, your work and your impact.
Communications is fast-paced work, but you can always take the time to pause and think about the two or three top messages you want to convey and the clearest way to do so. And then make sure you’re consistently getting your message out. Whether it’s in a press statement, an interview, or an email to stakeholders, be consistent and be repetitive. You can’t assume your audience has heard you the first time, second time, third time, etc.
In conclusion, make sure you’re consistently getting your message out. Whether it’s in a press statement, an interview, or an email to stakeholders, be consistent and be repetitive. You can’t assume your audience has heard you the first time, second time, third time, etc.
Senator Kohl wasn’t the flashiest member of the Senate, but he sure knew how to communicate with constituents back home and tell a good story. His wisdom has served me very well.
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