Key things you should ask before you begin your communications
In the fast-paced world of work, we often don’t have the luxury of developing a fully developed communications plan for every message we send. But if you want your communication to be effective without spending hours crafting it, we have three key questions you should ask before you begin. These questions will help you cut through the noise, engage your audience, and ensure your message actually lands.
1. Know, feel, do
Before you put pen to paper (or fingers to keyboard), start with the end in mind. What’s the outcome you’re aiming for? Thinking in terms of knowing, feeling, and doing will help you craft a message that sticks.
Know: What key information should your audience take away?
Feel: How should they feel about this message? Inspired? Confident? Reassured?
Do: What specific action do you want them to take?
The ‘feel’ aspect is often overlooked but is crucial to driving action. If your audience feels confused, overwhelmed, or uninterested, they won’t engage with your message. Here’s how to get it right:
Choose the right messenger. Research shows that the credibility and relatability of the sender can be just as important as the message itself. Consider whether you’re the best person to deliver the message, or if someone else—perhaps a leader, subject matter expert, or peer—would be more effective.
Use simple, authentic language. Speak in terms your audience understands and relates to. Avoid corporate jargon and technical language that might alienate them.
Get the tone right. Aim for a balance between professional and approachable. If in doubt, have someone else read your message before you send it.
2. Knowledge level
A common mistake in communication is assuming people know more than they do. Just because you sent an email or mentioned something in a meeting doesn’t mean your audience retained or understood it. What level of knowledge does your audience actually have?
This happens frequently with:
Strategy rollouts: Senior leaders spend months developing a strategy and assume everyone else is familiar with it. In reality, most employees haven’t been part of that journey and need context. So give them some!
Technical topics: Experts often forget that non-experts don’t share their level of knowledge. IT teams, engineers, and data scientists, for example, may use terminology that goes over their audience’s head. Make sure your audience has the tools they need to connect the dots.
So, how do you bridge the knowledge gap?
Talk to your audience first. Have conversations with team members, leaders, or customers to gauge their understanding before you start communicating.
Frame it from their perspective. Instead of saying, “This is what the business is doing,” focus on, “Here’s what this means for you.”
Make complex ideas relatable. Analogies work wonders—comparing a system upgrade to switching from a film camera to a digital one, for example, can help make the concept more accessible.
Use visuals. Infographics and diagrams can simplify complex messages and help people process information quickly.
3. The impact to them
Let’s be real: nobody cares about your project as much as you do. If you’re communicating just for the sake of an update, you’re wasting your time and your audience’s attention.
To make your message matter, ask yourself: Why is this relevant to them?
Is there a specific action they need to take? If so, be clear about what it is.
Does it offer them a benefit? Will it make their job easier? Save them time? Improve their experience?
Is the information critical? If they don’t need to know it to do their job or make a decision, consider whether it’s worth communicating at all.
If you’re struggling to answer why they should care, you might need to rethink the message itself. And remember—less is more. If you have a long list of things to communicate, narrow it down to the top three most important points to keep your message focused and digestible.
To ensure your communication is effective (without overcomplicating it), always ask:
What do you want your audience to know, feel, and do? Have a clear outcome and structure your message accordingly.
What level of knowledge do they actually have? Avoid assumptions and tailor your message based on their understanding.
Why should they care? Make it relevant and valuable to your audience to cut through the noise.
Start your comms by answering these questions and you’ll create communication that’s clear, engaging, and action-driven—without spending hours crafting the perfect plan.
