Article originally published in the IABC – Atlanta newsletter (March 2024).
Hyperlinks added to enable the reader to dig deeper.
Crafting effective communication strategies is vital for all communicators, whether supporting a global enterprise, a mid-sized company or a small business. One key to success lies in maintaining a crystal-clear focus on desired outcomes, ensuring all efforts are streamlined and aligned with the team’s vision.
Audience First. Always!
It’s crucial to recognize how noisy the world is and meet your audience where they are – physically, emotionally and perhaps even spiritually. By visualizing the target audience, you’re in a better position to craft messages that answer the question on every audience’s mind, “What’s in it for me?”
Four Key Questions
Drive the process of articulating desired outcomes with these four questions:
- What do we want each audience to know?
- What do we want them to think?
- What do we want them to feel?
- What do we want them to do?
Gaining consensus and prioritizing the answers to these questions fosters clarity and informs your communications strategy and plan.
Inclusion and Consultation
Valuing every voice in discussions for desired outcomes fosters trust. Encouraging participants to engage passionately, while simultaneously asking them to remain detached from their ideas, allows open and sometimes radically candid criticism to emerge. It’s all about the idea, not who offered it. Embrace idea clashes for healthy debate and better outcomes. Be aware that reaching consensus too quickly could be a red flag that some are holding back. Avoid rushing consensus so that participants can engage in open, respectful dialogue that empowers and promotes innovation.
Beyond the Communication Plan. While the desired outcomes inform communications, the real value is realized when they guide future decisions. When someone suggests “a brilliant idea” mid-way through the project, some are eager to adopt it because it’s shiny and new. The idea may be brilliant; however, if it doesn’t contribute to one of the desired outcomes, the team shouldn’t pursue it without revisiting what they previously agreed. If the team agrees to change and are willing to adjust the plan, then flex. That’s agility. Otherwise, it’s like in the Disney/Pixar movie “Up” where a dog named Dug becomes distracted from what he’s doing every time someone yells “Squirrel!”
RELATED: For three practical tools to keep you focused in the midst of possible distractions, read Overcoming Squirrels & Other Distractions.
The Bottom Line
By facilitating true consultation about desired outcomes with leaders at the start of any project, you’ll help them bridge the gap between their goals and competing priorities and increase clarity for everyone on the team. Armed with these insights, you’ll approach communication projects with more confidence and, dare I say it, achieve the desired outcomes.
About the Author:
Al Viller, Sr. Manager – Corporate Communications, Cox Enterprises
IABC member since October 1993
Connect with Al on LinkedIn | Read more insights at alviller.com