Techniques for effectively communicating positions and managing public perception

One of the most important things we can offer as communicators – especially to corporate clients – is awareness of the variety of audiences that might be listening and using that awareness while crafting messages to ensure that these sensitivities have been considered.

Everyone – public figures and communications experts included – all of us are challenged when it comes to basic communications between people. The casualness of social media and our 24/7 world today often makes us forget basic grammar and sentence structure when we write our instant updates for the world to see.

For those of us who write copy or help craft messaging for corporate entities, keeping in mind that we are speaking on behalf of someone else reminds us that we need to step up our game. When we are communicating for a corporate entity – especially on a difficult or current events issue, or something that is controversial in any way – words matter. When I advise a client about messaging, I always tell them that our goal is to use simple language, get back to basics, and avoid getting into the weeds.

Using plain language is the easiest way to explain any position. Also, remembering that reporters or the general public do not necessarily have any background or experience with our issues, so our job is to educate them about our clients and their interests and why they provide the best solution to a challenge, why they’re taking an action, or what they can provide to customers and the public through the action. Explaining why half the battle is – and appealing to the humanity in all of us to understand our why.

Staying away from acronyms, industry jargon, or any technical details that are not part of or necessary for the overall messages helps avoid confusion. Our goal is to make sure people know why our clients are doing something, or what they will be able to accomplish through the action. This is what “avoiding getting into the weeds” means – making sure that we stick to our top messages and don’t get bogged down in things that other people may not understand without a half-day seminar on the topic or issue.

Keeping it simple will help drive the best messages, every time.