Written and spoken messages leave a lasting impression. Don’t take your communications for granted, take control. You’re competing with other entities for attention and support; crafting and delivering effective communications across all media should be an important priority.

Stay “On Message”
Your communications should work together to build a consistent and familiar “brand.” Identify key words and phrases that describe your organization and the important work you do, and weave them consistently into your communication materials. To add perspective and balance, have several people involved in the creation and review processes.

Spoken communications present an added challenge. If speakers are unfamiliar with the material, they may stray off topic, strike the wrong note, come across as ill-informed, or send mixed messages in other ways. To avoid this, always meet with administrators, board members and others who speak publicly about (and for) your organization ahead of time to discuss key points, focus and approach.

Targeted Communications
Most organizations “speak” to more than one audience. For example, a presentation for potential corporate sponsors will differ in content, tone, and impact from a speech for volunteers or an orientation program. Develop separate talking points and materials that build on your key messages for each audience. Be sure to articulate specific goals and action steps for each group.

Maximize delivery options. Depending on your audience, electronic alternatives, such as e-mail, the Internet, and even text messaging, are effective and inexpensive ways of communicating. E-mail in particular has become popular with all age groups.

Straight Talk
Always strive to communicate as clearly as possible. This is particularly important when you’re delivering bad news. A direct, unambiguous approach is best. Also, whenever possible, share potentially negative and unexpected news with your staff before making it public. This may help reduce confusion, quash rumors, and diffuse animosity.

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