Balancing Communications

• How do I tell this story??
• How do I make it exciting??
• Who is my audience??
• How do I develop a narrative that gets my message across yet resonates with the audience??

These are my go-to questions before I start on a communication strategy. I have been lucky enough to work in different sectors in my career, and my approach remains essentially the same.?

A few rules have helped me stay focused on the end goal over the years.

1. Communications need to be approached objectively, have clear answers in your mind to the questions above before you dive in. Take your time developing a framework. Think it through.?
2. Have clarity in your mind before you start writing. No communication is better than creating a rushed, half-hearted one. In today's digital world, nothing is ever forgotten or lost. Make it?CRISP,?CLEAR?and?CONCISE.?
3. We are bombarded with information that is available at our fingertips. Your viewers have immeasurable choices in multiple mediums with diminishing attention spans. We want to stand out and sometimes end up taking a road that may make noise but most of the time it is clatter that may just end up damaging a client’s credibility. Becoming viral is not the goal; be viral for the?RIGHT?reasons. Stay true to the brand and do not fall into the trap of current trends or fads.?
4. We tend to get emotionally invested in our projects, making it difficult to be objective. We are all guilty of thinking emotionally at some point in our careers, resulting in overcompensating and stretching reality. It is not a conscious act but makes us lose focus on the end goal. Remind yourself to stay?IMPARTIAL, get input from colleagues, friends and stakeholders, and be open to constructive criticism.?
5. An in-depth understanding of the target audience is necessary for an effective communication strategy.?KNOW?your audience. Talk to them; so your audience hears what you have to say. Tell your story in a way they understand. Remember, we want them to listen to you. They don't need to hear from you.?

There is no recipe for success, but you can achieve your goals by strategically approaching communications. At the end of the day, don't look like you are trying too hard, be honest, be real and be authentic. That's what matters.

• Be unique but don't be foolish.
• Be inspired but don't plagiarise??

Find the Balance?

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