IN TODAY’S allegedly sophisticated information age, the need to communicate clearly has never been greater. Information is valuable only when shared. And to be shared, it has to be delivered consistently, in a manner which is readily identifiable and easily understood.
By and large, all of us can speak. But it is not necessarily shouters who make the most telling contribution. Voices should not merely be heard, but listened to as well. Complex issues must be delivered in simple, clear language. The overriding challenge is to minimise communication breakdowns.
The requisite proficiency does not always come naturally, but when executed well it will be a key factor in corporate success. Skilled public relations specialists have a pivotal part to play in this process.
Business managers take on wide-ranging responsibilities for communications, starting with internal requirements. Their actions are also scrutinised by people outside the organisation – customers, suppliers, investors, regulators, competitors, commentators and other opinion formers.
Tasks include improving understanding, widening acceptance and enhancing reputations. By speaking clearly and consistently, from a united and uniform base, business aims and objectives will be so much easier to achieve.
Notwithstanding that different audiences will need differing styles of presentation and degrees of selectivity in content, corporate messages must never be fragmented nor massaged for the sake of effect. Say it as it is and the identity will register positively and constructively.
At the heart of all this is the quality of the public relations effort, keeping the cogs of business lubricated. The primary purposes of professionally-led PR are to drive behaviour, add value and strengthen results.
Talk to Changeworks Communications about how to add value to your PR efforts, we listen!