Is it Time to Say No More?
It goes without saying that bad communications decisions almost always result in negative consequences. (Oh wait, I just said it.)
Communications are usually the first thing that a client will complain about when things don’t go as expected. At a minimum, frustration. Ultimately, poor communications can erode trust, cause financial loss, and damage reputations.
And yet, so many companies, industries, and businesses think they can handle it themselves. Throw it against the wall and see what sticks. Send an eBlast. Post to Insta. Write a press release. These are all useful tools, but without a solid strategy and understanding of audiences, messages, and potential outcomes, it can be a colossal waste.
There seem to be two tactics these days:
- First, the “more is more” approach. This is the organization that issues three email messages. Every. Single. Day. Or worse, a company with so many divisions that it’s putting out dozens of random, uncoordinated messages each week. All of this goes straight to the trash until the recipients finally find two minutes in their schedules to unsubscribe.
- Second, the “less is more” option. This is the organization that is afraid to offend its audience, or doesn’t even know what to say. Weeks may pass before they reach out. When they do, the message is unclear. If the goal is to be subtle, they are definitely accomplishing it.
The time has come to say, “No more!”
The best tactic is to develop a strategic communications plan. Sounds daunting. But I’ll bet every business out there has a well thought out financial and business system process. After all, it’s fundamental. But how do you grow and thrive? Whether it’s improving sales, membership, or philanthropy, communications planning is as essential as an annual budget.
Say no more to “more is more” and “less is more.” Instead, DO more. Take the time to understand what message you want to convey and develop a meaningful method to say it.
Categories: Consequence