For those in internal communications, you know you have a fickle audience. Employee communication preferences change based on age, mood, geography, weather, height, hair color, whatever. You may have recently completed an employee engagement survey that said your employees like to read X message in Y vehicle. But that's just what they say. Is it actually what they do?
This is why your messages must be creative and crafted to reach your various audiences, targeted or not. If they don't feel the message applies to them, they'll likely ignore it and the rest of your content as a result.
You might be wondering why a guy who works for a company that has developed a communication vehicle would be saying to focus on the message. At the end of the day it doesn't matter how flashy or shiny your vehicle is. If the content or message stinks, employees will lose interest and stop paying attention.
Let's go with an auto analogy, since GM and Chrysler have been in the news lately. Your messages must drive action and change. They are the engine. But these messages must be delivered. Your vehicles, like newsletters, intranets, digital signage and town halls, are the wheels, sheet metal, leather interior and so forth. You can dress up your vehicles as much as you want, but if the engine fails or or sputters, nobody cares that it has heated seats. And if you are launching new communication vehicles, focus on the features your employees want and need. Heated seats may not be one of them.
Communication vehicles without creative and well-crafted messages is a waste. And messages without any vehicles is just plain silly. But without your messaging and content driving change, your organization won't go anywhere.
Your corporate communications must be message-driven.
This is why your messages must be creative and crafted to reach your various audiences, targeted or not. If they don't feel the message applies to them, they'll likely ignore it and the rest of your content as a result.
You might be wondering why a guy who works for a company that has developed a communication vehicle would be saying to focus on the message. At the end of the day it doesn't matter how flashy or shiny your vehicle is. If the content or message stinks, employees will lose interest and stop paying attention.
Let's go with an auto analogy, since GM and Chrysler have been in the news lately. Your messages must drive action and change. They are the engine. But these messages must be delivered. Your vehicles, like newsletters, intranets, digital signage and town halls, are the wheels, sheet metal, leather interior and so forth. You can dress up your vehicles as much as you want, but if the engine fails or or sputters, nobody cares that it has heated seats. And if you are launching new communication vehicles, focus on the features your employees want and need. Heated seats may not be one of them.
Communication vehicles without creative and well-crafted messages is a waste. And messages without any vehicles is just plain silly. But without your messaging and content driving change, your organization won't go anywhere.
Your corporate communications must be message-driven.
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