Perhaps I’m saying this too often — know the purpose of your message and know your audience if your corporate communication is to be effective. But, I believe it’s a point worth repeating because it is so easy to overlook. For example, I was asked to design a dissemination strategy for a tool kit on volunteering that a quango had put together. When asked about audience, I was told, “The whole world is our audience!” I then asked the staff what their budget was for translating the toolkit into all the languages of the world. The response was silence.

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