Competition for attention

In the scramble to produce interesting content and to ‘cut through’ the noise, organisations are constantly searching for more ways to create colourful tactics, to have brands that shine, and to amplify their message.

The ‘creativity’ side of communication is booming. But with such a fierce battle for audience attention, even the most carefully crafted message or clever visual can fail to connect.

The result is that scarce, hard-won resources are spent on communication that looks or sounds great, but that doesn’t achieve the outcomes required.

One of the many strengths of the Gold Quill process (and a point of difference between GQ and some other award programs) is that it evaluates the end to end communication process: not only the tactics produced, but also the degree they are suited to the situation; and it requires that results can be demonstrated.

Essential components for a communication plan that delivers results

Communication plans can take many forms, but having reviewed hundreds, those that stand out always:

• Identify the right problem before thinking about tactics.
• Demonstrate deep understanding of stakeholders and audiences based on research.
• Set goals and objectives that are SMART.
• Ensure outcome measures are clear and don’t overly rely on measuring outputs.
• Create solutions – combinations of tactics and execution – that take into account the context, the need and the audience.
• Deliver in partnership with the owner of the business need.
• Measure as they go.

The danger with “Here’s one that we prepared earlier”

As a communication advisor, I’m often asked for a template or example of a communication plan or tactic that can be re-used in a new environment. While models, canvases and templates are helpful, the value they provide is in the adaptation to the current situation and context.

When I developed the shorter COMMS Plan, the focus was on a process for communication planning that helped communicators consider the specifics of the current situation – regardless of the type of organisation. The first step in the process is CONTEXT for a reason.

One of the exciting developments in communication planning is an increased use of design thinking. Using a clear process to ensure communication meets the need can lead to better tactics, often created in consultation or partnership with the intended audiences.

The basics of good communication remain universal: right message, right audience, right method.

That doesn’t mean shouting louder, it means working smarter.

By considering context, outcomes, messages, methods and support before jumping in to solutions and cool tactics, communication can have the substance to support the shine.

A version of this article first appeared on LinkedIn Pulse.