Communications – time to focus on content again

There are many guides and tools for developing key messages. There are also many communicators who create them while working diligently in isolation. The result: smooth and fine-sounding phrases, most often heavily decorated with corporate jargon, that are then used to populate your communications and marketing material. But will they cut through and actually reach your audience? Probably not.
 
What makes the difference is a structured key-message workshop made up of core project members that is guided by a facilitator who really knows your subject. Content is important – and not just how it is presented. Facilitators with subject-matter expertise can challenge you to really understand your audience and distil the essence of your offering into language that is specific, engaging and credible – and sometimes even edgy. Communicators whose background is limited to communications cannot.