|
I've waited a long time for the worlds of technology and communications to converge. For too long, we've worked at the level of the typewritten page. Even with desktop publishing, even with the Internet, the printed page—or its electronic simulacrum—is the final tool where my thoughts meet your thoughts. Fortunately, that's changing.
It's changing because we're re-evaluating how to communicate. We're re-evaluating how to use the tools. And we're re-evaluating why we do it.
When I was an undergrad, we were told we needed to communicate with people using three methods. When I joined corporate America, it was seven. Now, in order for my message to be heard, I've learned that I must hit people with at least eleven kinds of communication.
The forms of messaging that I use spread themselves across a wide variety of social and technological spectrums. That's why I call myself a communications integrator, not a marketing communicator. Not a technical communicator. The message, as Marshall McLuhan said 40 years ago, must be the medium. And the medium becomes the message.
No matter what the message, no matter what the writing style or the type of audience, one basic rule always holds. Even if you're converting the words to another language for another country, it's still the same. Keep the message simple—and deliver it often.
Deliver it in person, my mail, by email, by horseback, by paddle boat—by Internet, by cell phone, by plasma screen, by MP3 player. Whether you compose your communication in Microsoft Word, Instant Messenger, or Etch-A-Sketch, people need to receive it to react. I'm kidding about the Etch-A-Sketch, but only just.
There are some other issues with communications but they all boil down to one thing. Feed your audience information that will help them —and keep their eyes from glazing over. Give them something of value and they will reward you with their attention. That's really what communicating is all about.
Eleven ways to communicate
There are many ways to say the same thing, and sometimes you must say them all if you want to get your audience's attention.
Simple philosophy
Just tell me the facts, and just the ones I'm interested in. But … entertain me while you're at it.
Starting point for the future
Why are we limiting our messages to the size of one piece of paper? As communications and technology converge, the eye's the limit.
Message remains the core
And yet, the components should only support the message, the delivery shouldn't dominate the information.
Writing shapes us
Communication begins with simple shapes that convey powerful concepts. Now that's symbolic.
Understanding the needs
Know what your audience wants to hear before you try to tell something them don't.
Key differences
And know the distinctions between your audience segments, too. Don't treat a sysop like the IT manager. Serve them separately, if they're both critical.
Brevity
Keep it short.
|
