Why it’s time to take your comms back to basics
29th June 2023 by Rachael Bruce
When it comes to developing a communications strategy, there are no hard rules and it’s not a case of one-size-fits-all. The sheer volume of different channels now available to communicate with your business, your peers, existing and potential customers, plus the media can seem overwhelming. With society increasingly time poor, good communication is key to delivering your brand’s message.
Read our guide to improving your communication.
- Keep it real and explain in simple terms. The quote ‘if you can’t explain it simply, you don’t understand it well enough’ is often attributed to Albert Einstein. Ensuring your message is easy to understand is important. Complicated sentences should be avoided. Break it down so it’s easy to digest. A listicle is a great way to organise the points you want to convey.
- Go back to basics. Explain why something is a good idea rather than the intricacies of your industry. Avoid jargon as it may confuse the lay reader. Instead use phrases that are more widely understood.
- Cause and effect. Be transparent and explain why you’re doing something. People want to know how something will affect them – how will they benefit, what will it cost them or how they will save.
- Be solutions focused. Highlight how you’re overcoming an issue or addressing a need. Make technical challenges and, details of any solutions, easy for consumers to understand.
- Tell a story that resonates. When I was a journalism student at the University of Central Lancashire, a lecturer instructed us to think about how we’d tell our mates at the pub about something when we were writing a news story. The same principle can be applied to writing media releases or social media posts.
- Back up your claims. Use statistics to support your case. This could include a consumer survey you’ve commissioned or the results of your product being tested.
- Know your audience. Adapt your tone and choice of language depending on who you’re communicating with, the medium you’re using and the message you’re sharing.
- Photography and videography. If a picture is worth a thousand words, then a video is worth a million. Still and moving images, either real or virtual reality, help illustrate what you’re trying to explain and are a great visual aid. Adding captions to photography or videography can reinforce your messaging, particularly on social media.
- Speak up. Have people who are prepared to stand up and speak out on behalf of your business. While the written word can be carefully considered and proofread, sometimes it’s good to talk. Having briefing notes before picking up the phone or dialling into a video call will help keep you on brand and on message.
If you need support in developing a communications strategy, including social media along with traditional media, contact us to find out how we can help.
