No one likes to be teased. Not at least when communicated to!
My post – ‘We Want to Build Hype and Interest. How About Some Teasers?’ got interesting comments from readers.
Thank you for sharing your views. Ira felt that Keerthi needed to understand the program’s objectives better before providing a definite approach to address the topic. Nazia explains the importance of having a plan and the opportunities to engage with the specifics of the campaign early enough. Ina shares why talking of the key outcomes is essential for the success of the campaign and gives great ideas using the different media. Diana adds an interesting dimension to the conversation – culture. She highlights the need to be sensitive on what we want our audiences to perceive.
With attention spans dwindling rapidly it is difficult to keep your employees engaged, leave alone have them to act on stuff they need to.
Kiran is trying hard to sustain interest without understanding what his audience really wants. Keerthi is at her wits end since she isn’t able to articulate what will work from a communication standpoint.
When it comes to getting our employees’ attention we want to go the whole nine yards. Often, we forget how it feels to get bombarded with messages from all quarters – especially when it doesn’t always make sense. Research studies have demonstrated that attention spans are getting shorter and the sooner you can get the information out the better in terms of retention.
Teach, don’t tease: Use your communications to deliver the fundamental messages. Don’t assume your audience will get it all in one attempt. Use all potential channels to share your messages consistently. The younger the audience, even lesser are the attention spans. Repeating messages won’t hurt but teasing will!
Identify and prioritize the core messages: Keerthi needs to discuss the objectives and the outcomes with Kiran before arriving at the core message he needs to deliver. The success of the employee learning initiative is dependent on how many register the message and take action. While it may not result in all employees converting into advocates of the program you will at least have a large group who has experienced the benefits of what Kiran has in mind.
Tell it upfront: We all want to know it right here and now. Failing to share your key message in the first paragraph of your communication will only jeopardize your chances of progress. With trust on the decline in organizations communicating transparently and directly are crucial. In the case of Kiran’s campaign sharing irrelevant quotes without giving employees much context will hurt his impact.
Address the benefits: Highlight what’s in it for employees and how they can make the most of the benefits from the program. If the initiative has worked for employees showcase them in your communication – testimonials work wonders.
Measure the impact: Did the teasers really work? How many understood it and who took action? If it didn’t Keerthi has a strong case to help other teams steer away from ‘teasers’ . It is also important to know how to improve your communication going forward. Asking for feedback helps at the start.
What else do you think matters while getting internal stakeholders to apply the principles of internal communications? Share them here.