Explore... the article library | Communication

Strategic Clarity for Communication Management By Robert F. Abbott Over the past few weeks I've been developing plans for a communication project, a media relations campaign. That's prompted me to reflect again on the communication management process by which we transform communication ideas into operational activities. For me, the communication management process has four phases: conception (strategy); development (tactics); operations (execution); and review (evaluation). Coming out of the conception or strategy phase, I think it's essential to have strategic clarity, which means a clear, focused objective (or objectives) that serves our ends, the ends of our audience, and allows for effective development and operations. For example when I first started publishing newsletters, I didn't look or ask for strategic clarity from my clients. The result? Newsletters that faltered, sputtered, and eventually lapsed. Clients had wanted newsletters because they thought a newsletter would be a good idea. Communication is good, right? But, communication without a well-considered purpose is largely ineffective. Other clients, though, did know what they wanted, both for themselves and for their readers. They turned out to be good clients with lots of staying power. And they had staying power because they clearly knew why they were communicating, and had some sense of the results, even if those results couldn't be measured. To get strategic clarity, we first need to step back and ask some important questions. What do we want for the time, money, and perhaps other resources we're committing? What is the objective? Now, go one step further and articulate that objective in terms of reader response. Write down what they will do if you successfully communicate with them. Next, write down why they would do what you're asking of them. It's one thing to have objectives, and it's quite another to serve readers' objectives as well as your own. And, what's the connection between your needs and the needs of the audience? Does this sound like a lot of work? Well, can be. But, ask yourself how much value you get if you rush off and do something without thinking it through. I've published two newsletters for my own company. The first went ahead quickly, with little strategic planning. Instead, I concerned myself with matters like color, typefaces, and so on. That was a mistake; the newsletter died after perhaps six or eight issues, and accomplished little. Before I started my second newsletter, I carefully worked through all the strategic issues. In fact, I started on the newsletter project in May and didn't publish the first issue until September. Of course, I didn't work at it full time, but still a lot of hours went into clarifying the strategy. And, it worked. More than five years later, I'm still publishing it, every week, and the newsletter still does the job it was developed to do. In summary, your communication project has a greater chance of success if you take time up front to identify and articulate your objectives, as well as the desired reader responses. Copyright © 2005 Robert F. Abbott About Robert: Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com Print-friendly version

Hypnosis Downloads for Relationship Issues...

Fear of Commitment
Making a decision that will have an impact on the future - whether short-term or long-term - sometimes feels hard to do. But it is only by commiting to a course of action that life progresses and we are able to make the most of opportunities that come our way. The Fear of Commitment download will help you make decisions - including those concerning your relationships - more easily, without the anxiety that used to stop you commiting fully. Click here for more information...

Put the Spark Back Into Relationship
After a while the excitement and freshness can leave a relationship. Familiarity and the pressures of life can get in the way of the love you used to feel for one another. The 'Putting the Spark Back' download will help remind your unconscious mind of the excitement you used to feel. When you, or you and your partner use the session, those original feelings can come back powerfully, returning the fun and excitement and reminding you of why the two of you felt so attracted to one another in the first place. Click here for more information...

Get Over a Relationship
It can be difficult to stop thinking about your ex-partner, and the feelings of sadness and loss can be hard to deal with. This is of course natural for a time, but if you feel it has gone on for long enough, Getting Over a Relationship can help you calm those feelings down. The session will help you 'update' your unconscious mind so that you feel more like moving on. Click here for more information...

Overcoming Jealousy
Whether you are the jealous partner, or are on the receiving end, jealousy can devastate a relationship. 'Dealing with Jealousy' will help you get control back over the workings of your imagination so it stops feeding you images of the worst happening. Your partner will be astounded, (and probably overjoyed!) at the new relaxed, realistic you. Click here for more information...

Be More Independent
In any loving relationship, it is easy to become overly dependent on our partner; to the extent that their needs always override our own. In the short term, this can feel loving and often occurs in the early stages of a relationship; but if you become too 'absorbed' in your partner, the relationship and your own life inevitably suffer. Developing independence will help you strike that fine balance that allows true independence to improve relationships and strengthen the bonds between you. Click here for more information...

Banish Relationship Insecurity
Insecurity in relationships happens to everyone at some time, but when it is a constant visitor, life can become pretty difficult. Nagging thoughts about the other person, jealousy perhaps, pessimism about your long-term prospects with your partner - all these are common side effects. Download Banish Relationship Insecurity now and experience freedom from those old negative thoughts. Click here for more information...

Approaching Women
Many times you talk to other people without even thinking about it. If you are chatting to a member of your family, or a good friend, you are not worrying about 'sounding cool', or 'being funny'; you are simply talking! Using hypnosis, you can take this ability and transfer it to the 'chatting up women' situation. It's not like you need to learn something completely new; you just need access to your ability in that situation. That's why Approach Women with Confidence will quickly help you talk to women and feel confident. Click here for more information...

Meeting New People
When meeting new people you want to be yourself, but nerves get in the way. 'Being yourself' is a nice idea, but when you get anxious, it makes it extremely difficult. You become more self conscious and thinking about the other person becomes harder. Hypnosis can keep you calm and outwardly focused when meeting new people, which gives you the freedom to act normally and truly be yourself. Click here for more information...