Life is full of conundrums. Giving often leads to receiving. Losing frequently leads to making gains elsewhere. You must spend time to save it. It’s in this last example that I’d like to dig in a little.
As communicators, we often find ourselves eager to develop an effective communication campaign or craft a compelling message, yet we often find ourselves in a seemingly endless string of meetings, many of which aren’t productive, processing our “bulging” email inboxes, reacting to ad-hoc requests or performing tasks that seem necessary or are time sensitive but add little value or contribute to making an impact.
You already know that working smarter, not harder, saves time and energy. But what does “working smarter” look like? Here are nine tips to inspire you to take action, complete with real-life examples and practical “how-to” steps to illustrate each idea.
1. Systems First, Tech Stack Second
Technology is a powerful enabler, but the sheer volume and variety of tools and platforms can feel overwhelming. Before jumping into tool selection, think about the systems you have in place that serve as the foundation for your key communication processes (i.e., the steps you / your team take that are essential to creating and distributing quality communication).
Once you’ve designed solid systems and are clear on your key processes, you’re ready to compare and select the best tech stack (i.e., combination of tools) that you’ll use to perform the work.
Here’s how:
- Conduct an audit where you list all the systems that you use along with their purpose (e.g., email platform(s); systems to manage assets, content, social media, projects and tasks; analytic and reporting systems.)
Pro Tip: You have systems and processes whether you know it or not. If nothing is documented, start by creating a communication systems matrix using a template. - Identify and document your key communication processes. (e.g., comms planning, message development, content creation)
Pro Tip: Not all processes need to be documented. Prioritize those that are critical to your success, have complex steps or where inconsistency leads to inefficiencies – or worse errors – that undermine your credibility or brand. To catch up quick, read Process Documentation: Definition and Best Practices. - Pinpoint your core needs and current pain points with the systems you have and the tools you use.
Pro Tip: While you may do this in isolation, you’ll produce better results brainstorming with your team. - Create or refine your key processes to enhance consistency, collaboration and efficiency. This may seem daunting; however, it will be difficult for you to select the best tool without knowing how you do what you do.
Pro Tip: If you don’t have your systems or processes documented, begin by identifying the top three that are critical to your work. Second, prioritize your list and pick one process to document. Third, choose a method to capture how you do the work. Fourth, create your first document using a process management tool like Scribe.
- Embrace continuous improvement by periodically reviewing your systems and processes, looking for opportunities to streamline or eliminate.
Pro Tip: Embrace the Japanese philosophy of Kaizen, which means “continuous improvement.” It’s a process that aims to improve all aspects of an organization by making small, incremental changes over time. To catch up quick, read The Kaizen Method: A Step-by-Step Guide to Continuous Improvement,
By identifying thoughtful systems and key communication processes first, you’ll build a focused, efficient and manageable tech environment.
You do not rise to the level of your goals. You fall to the level of your systems.
– James Clear, Writer, speaker and bestselling author of Atomic Habits
2. Leverage Technology
Modern technology can be a game-changer for communicators. The right tools can streamline processes, enhance collaboration and save our most-precious resource, time.
A few years ago, I was working on a project around the house and struggling to install a screw in a tight and awkward place. The standard screwdriver kept slipping, and I was about to strip the screw. Enter a specialty screwdriver that’s designed for just such a project. Voilà… that was easy!
My point is that there’s not always one magical tool that serves every need; however, the right tool makes the job so much easier. That’s true in every field, including communications.
Here’s how:
- While many tools have an abundance of features, select the best tool for the job while simultaneously adopting a minimalist approach by choosing versatile tools that handle multiple tasks effectively.
- Set aside time to learn and optimize your tools. Having a power tool serves little purpose if you don’t know how to turn it on and use it properly.
- Periodically evaluate and declutter your tech stack to ensure each tool adds value BUT avoid jumping from tool to tool just because a different one is new and shiny.
How it worked for me:
I’m a list maker and note taker. I’m one of those people who will write down a task on a To-Do list just so I can cross it off. Early in my career, I captured everything on paper. However, I spent as much time rewriting my list as I did doing the work. Now, there’s an app for that! Today, I use several web-based apps, (i.e., Microsoft Office365, Asana, Nirvana HQ, Goodnotes) that sync across all my devices. Recently, I purchased an iPad so that I get the benefits that come with writing things down as well as the ability to easily manage my calendar, tasks and notes.
3. Generative AI is Revolutionary
Like email back in the day, generative Artificial Intelligence (AI) is a gamechanger. Whether you’re using ChatGPT, Claude AI or another AI engine, this innovative technology is powerful and can help free you to perform higher-value work.
For example, AI can quickly draft a shoddy first draft of an article, a simple comms plan, FAQs or a creative brief, as well as produce a report or summarize white papers.
Microsoft Copilot takes productivity to a new level. Tightly integrated with the MS Office Suite, Copilot can take the transcript of a meeting and in the matter of seconds produce a summary complete with key points, issues raised and a list of actions along with who’s responsible for them. With the right prompts, you can ask Copilot to produce content that considers specific documents along with related email you’ve received.
Here’s how:
Invest time in learning how to write intelligent prompts. If you don’t get the results you desire, provide AI with feedback and refine your prompt. Uncle Google is full of advice on how to write effective prompts. There are specific courses on prompt engineering popping up like daisies on the hillside. Learn the basics and then start experimenting. You’ll be absolutely amazed!
How it worked for me:
When assigned a project late on a Friday afternoon with a Monday deadline, I turned to ChatGPT to conduct some research and produce a communications plan complete with key messages and tactics. While the plan required a couple hours to edit, it saved me double that time, and more importantly, my weekend!
Word of caution…
Using AI isn’t a copy and paste exercise. While AI can assist with writing, it takes a human to skillfully edit and check facts to produce something that’s ready for prime time. Additionally, there are security issues. Don’t ever enter any company confidential or proprietary information in an AI engine that’s not safely secured behind a firewall.
4. Automate Routine Tasks
A Deloitte study found that using generative AI for automating repetitive tasks can save employees an average of 2.5 hours per week. AI can handle routine responsibilities like news tracking and reporting, allowing knowledge workers to focus on tasks that add value.
Automation tools can handle routine communications, allowing you to focus on more strategic tasks. Automated reminders, follow-ups and status updates ensure consistency and efficiency in your communication efforts.
Instead of manually sending weekly project status updates, implement a work management system where everyone’s tasks are in one place, and leaders can determine the status on demand or set up an automated report in your project management tool that sends the update to stakeholders every Friday. Both approaches ensure consistency and frees up your time for more strategic thinking and higher-value tasks.
Here’s how:
Identify routine communications that can be automated, such as reminders, follow-ups and status updates. Use email rules, automation tools or workflow automation platforms to handle these and other tasks. For practical ideas, check out:
- How to Break Down Work into Tasks That Can Be Automated
- 5 Microsoft Outlook Tips That Will Let You Focus On Your Work, Not Your Email
- Send Automatic Emails With Outlook Email Automation
- 7 processes you should automate using Microsoft Power Automate
How it worked for me:
Admittedly, I don’t have much experience in this area. TBH, it’s the next frontier for me. I have tinkered with automation a bit by creating email templates for email messages that are routine and setting rules in Outlook to help manage my inbox. The productivity gains are encouraging. The challenge is making the time to think about what can be automated, learning how to automate the chosen task and finally putting the automation into practice. Personally, I’m excited about working through Asian Efficiency’s 5-day challenge, noted above.
Connecting and Collaborating
Beyond AI, technology offers other ways to work smarter. Microsoft Outlook provides scheduling capabilities to check availability before sending a meeting invitation. For scheduling time with those not on the same network, you can use a scheduling tool like Need to Meet or Doodle to find the best time for everyone. These tools speed up the scheduling process and eliminate sending multiple emails back and forth to organize a meeting.
Here’s how:
While meetings are essential, there are many times that asynchronous communication is a smarter alternative. When team members are in different time zones or working different schedules, using collaboration tools allows everyone to contribute at their convenience without the need to coordinate meeting times.
Also, communication platforms like Microsoft Teams and Slack are great for connecting with colleagues, sharing files and collaborating.
Why have a meeting when an email or Microsoft Teams social post will do?
– Al Viller, Perceptive and Principled Leader and Corporate Communicator
How it worked for me:
There’s no substitute for meeting face-to-face for certain types of work. However, I often ask, “Why have a meeting when an email or Microsoft Teams social post will do?” I find myself working smarter when I send an email designed to get results or post something in Teams as opposed to scheduling a meeting to determine the status of a project or task. In some cases, I’ve found that informing a partner by producing a show-and-tell video of less than two minutes to be more effective and appreciated by the stakeholder than a twenty-minute meeting.
6. Editorial Planning
You can use tools and platforms that streamline communication processes. Once you’ve created your communication plan, it’s time to operationalize the tactics. Transferring the tactics that you’ve detailed in your plan is a start; however, by consolidating all relevant information for a tactic in one tidy record stored in a web-based database that’s accessible on-demand to everyone on the team is working smarter.
Here’s how:
Tools, like Airtable and Coschedule, are great for editorial planning. They allow you to color code your tactics, display information as a calendar or a list, store detailed information about the audience, the channel, draft due and publish dates, links to the full comms plan and much more. You can also adapt work management tools, like Asana, Microsoft Planner and Trello, to keep track of tactics and tasks. Additionally, these tools offer some reporting capabilities.
How it worked for me:
At work, we capture our tactics and manage our editorial calendar using Airtable, which has powerful features and the ability to create customized forms to submit requests to a team that creates and publishes content. You can also build and customize back-end processes to support your team’s workflow. For alviller.com, on the other hand, I’ve set up Asana like a Kanban board with the categories: Idea Bag, To Do, Doing, Done and Archive. This simple approach allows me to capture ideas and keep track of what’s pending, in process and complete.
7. Prioritize High-Impact Activities
Prioritizing high-impact activities means focusing your efforts on tasks that yield the most significant results. By identifying and concentrating on these activities, you can maximize your productivity and effectiveness.
Here’s how:
- Identify High-Impact Tasks: Analyze past communication efforts to see which tasks have had the most substantial impact on your goals. Prioritize these activities in your daily workflow.
- Set Clear Objectives: Define what success looks like for each task. This helps in focusing on activities that directly contribute to achieving your objectives.
How it worked for me:
Throughout the week, I participate in meetings, many of which are back-to-back, leaving little time to produce deliverables and do other types of work. The pace requires task switching, and it’s not uncommon for me to have six or eight browser tabs open along with toggling between a half dozen other apps. While I’m very productive, working like this leaves little room for strategic thinking, planning or other deep work. That’s why I introduced Meeting Free Fridays into my workflow. Meeting-Free Fridays create the environment where you can achieve unparalleled focus, find your flow and drive results.
8. Develop Reusable Content
Creating reusable content involves producing materials that can be repurposed across multiple channels and formats. This strategy saves time and ensures a consistent message. Additionally, repeating the same message in different formats is an effective communication strategy. When you repeat key points, you reinforce them in the minds of your audience, making it more likely that they’ll understand and remember the message.
Here’s how:
- Create Evergreen Content: Develop content that remains relevant over time. This includes foundational topics, FAQs, and timeless advice that can be referenced repeatedly.
- Repurpose Across Platforms: Adapt content for different mediums. For example, transform a blog post into a video script, infographic or social media snippets.
How it worked for me:
I regularly develop a comprehensive communications plan for big projects that contains background information, a project overview, comms goals, key messages and desired outcomes for each audience. While the dust never settles completely on such a plan, with the essentials in place, I’m relatively quickly able to develop reusable content, like FAQs and a presentation with a talk track. This approach not only saved time but also maintained message consistency across all channels, leading to increased audience engagement and understanding.
9. Invest in Continuous Learning
Continuous learning ensures you stay updated with the latest trends and best practices in communication. By being a life-long learning, you’re able to adopt new, more efficient methods and tools.
Here’s how:
- Adopt a Posture of Learning: Be curious and demonstrate humble inquiry, which is the fine art of drawing someone out. Also, the potential to ask obvious questions is a superpower. The answers lead to increase understanding and often the simplest solution. Following each question, listen attentively… and reflectively. Learning will most certainly follow.
- Attend Workshops and Webinars: Regularly participate in industry-specific training sessions and conferences to keep your skills sharp and learn new techniques.
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Engage with Professional Communities: Join online forums, LinkedIn groups, and other professional networks to exchange knowledge and stay informed about the latest developments.
How it worked for me:
By working through a series of online training provided by Yoast, I’m learning about how Search Engine Optimization (SEO) works. Implementing what I learn is improving my website’s search engine ranking, driving more organic traffic and enhancing my online presence. When searching my name, for example, my site ranks number one on the page.
Parting Thoughts
By implementing these ideas and tips, you can increase your impact, ensuring that your efforts are more efficient and effective. Remember, working smarter – not harder, in communication means developing solid systems, optimizing key processes, leveraging the technologies, tools, techniques and approaches to achieve the best results with least effort.
Inspire On!