Forbes, Featured
This article was originally published on Forbes.com on December 14, 2023
As technology becomes an ever-present part of communications professionals' jobs, it is even more important to remember the foundational essentials that form the backbone of impactful messaging.
Below, Forbes Communications Council members share timeless pillars of effective communication. From mastering the art of storytelling to cultivating genuine connections, these enduring principles, combined with modern strategies, can empower communication teams to connect more deeply in today's tech-driven workforce.
OUR TAKE:
12. Focus On Clear, Articulate Messaging
You’d be surprised how many people are unable to explain what their company does and why it matters right now. You will leave opportunities on the table if you lack focus on what’s relevant. This is often the cause of embarrassing rambling and confusion. Being able to clearly articulate what your business does will earn you serious credibility. - Rachel Kule, Pursuit PR
FULL ARTICLE:
1. Adopt An Audience-First Mindset
Adopting an audience-first mindset is the most important foundational element of communications. Getting to know the audience you’re trying to connect with and the subjects that matter most will help ensure you deliver relevant, engaging and highly valuable content. - Antonia Gray, Nextdoor
2. Maintain Personal Relationships
Now that we have a myriad of tools to automate some tasks—AI can be handy if you know how to write a good prompt—it's more important than ever that comms professionals take time to foster and nurture their relationships with stakeholders. It's all about the human element of it. Meet your journalists, have face-to-face time with spokespeople and grab coffee with a mentor. - Carla Gutierrez, Global Message Services
3. Prioritize Human Connection
You can possess the latest tech and be able to analyze the data, but as skepticism and cynicism around messaging grow, organizations that make their market feel heard and understood will win the battle for mind share. This will require a brand of creativity that transcends tools and trends and finds a way to connect and interact at a human level. - Eric Fletcher, Eric Fletcher Consulting Group
4. Hone Your Writing Skills
Integrating new technology and experimenting with new approaches to our communications work ensures that communications initiatives are relevant, effective and strategic in a constantly shifting environment. But, regardless of the tools we use, the ability to write well is at the core of what we communicators do. Good writing is the byproduct of good thinking and the clarity that focus brings us. - Scott Anderson, National Park Foundation
5. Practice Active Listening
In our busy, tech-focused world, having real conversations and truly understanding where others are coming from remain critical for effective communication. When we actually listen, we show respect, comprehension, empathy and genuine interest, which creates stronger connections and builds greater trust. Stay curious, ask great questions and really listen to what people say. - Sara Wesche, RED66 Marketing
6. Lead With Solutions
Many B2B organizations focus communications on speeds and feeds, technical jargon and self-promotion. What they should lead with is a customer-first mindset that communicates what challenges they solve for their customers. Sharing relevant customer stories with prospects enables them to easily demonstrate how their company can help businesses be successful. - Megan Ruszkowski, CoreSite
7. Prioritize Your Internal Audiences Too
Think of your employees as a critical audience and prioritize great communication with them. Internal audiences are just as important from a communications perspective as external audiences are—increasingly so in the past few years and at companies with a hybrid or all-remote work model. Invest just as much time in effective comms with your internal team as you do with your external audiences. - Nikki Little, Franco
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8. Empathize With Audiences
The ability to empathize with audiences is critical in an era of rapid technological development and trend adoption. It is at the heart of good communication, allowing teams to develop messages that resonate profoundly while fostering trust and long-term relationships, regardless of the media employed. - Harshida Acharya, Fulfillment IQ
9. Harness The Art Of Narrative Storytelling
As Instagram Reels now represent 50% of all time spent on the app, the art of storytelling continues to be a cornerstone of communications. Harnessing the power of narrative engages the amygdala and taps into the brain’s neural storytelling network, not only making content more relatable and memorable but also ensuring a deeper emotional connection with audiences. - Brittany Garlin, Vista Social
10. Acknowledge Audience Diversity
Inclusive communication acknowledges and values the diversity of audiences and shows that your organization values and respects each individual's unique identity and viewpoint. It is easier to adapt to the rapidly changing global landscape if your organization brings together diverse viewpoints and ideas. - Jessica Wong, Valux Digital
11. Be Raw, Real And Human
Authenticity. Being real. Call it what you will, but the days of stodgy, over-complicated communications are gone (or going). People want to engage with people, and for brands to truly build a following, they need to be seen as raw and real. Humanize communication to engage with humans, and leave the rest for AI. - Matt Bergmann, Republix
12. Focus On Clear, Articulate Messaging
You’d be surprised how many people are unable to explain what their company does and why it matters right now. You will leave opportunities on the table if you lack focus on what’s relevant. This is often the cause of embarrassing rambling and confusion. Being able to clearly articulate what your business does will earn you serious credibility. - Rachel Kule, Pursuit PR
13. Communicate Benefits, Not Features
Prospects don't care about the nitty-gritty details of a product; they want to know how it will make their lives better. By focusing on benefits, businesses can connect with their customers on a deeper level, demonstrating how their products can address their specific needs and desires. If you're using AI to write content, make sure it includes benefits. - Chris d'Eon, Deon Direct
14. Over-Communicate
If in doubt, over-communicate—or, quoting from Executive Chairman and former CEO of LinkedIn Jeff Weiner, "When you're tired of saying it, they're only just starting to hear it." We're all guilty of filtering out thousands of messages we see and hear daily so we can focus on what's important "right now." So when you've got something that simply must be heard, take an omnichannel approach and make sure you're prepared to repeat yourself! - Sarah Jarvis, Eagle Eye Solutions
15. Maintain Consistent Brand Messaging
One fundamental element of communications that must be continued across the technology tools we have today is "one message, many voices." Consistent brand messaging is vital. The verbiage may flex depending upon the medium (due to size constraints), but the overall message must be the same for an integrated communications effort. - Kimberly Osborne, UNC Greensboro
16. Do The Right Thing
Honesty, integrity and trust—all related to doing the right thing all the time. Our story, messaging and positioning are important, no doubt. But our job is to start with a truthful insight and then figure out how to talk about it in different ways to all our key audiences. Yes, position it, but don't lose focus on doing the right thing, which will always resonate and create results. - Chris Cradduck, LDWW
17. Listen To What People Want To Buy
It’s about what people want to buy, not what we want to sell. Whether it’s viral social media content or more effective emails with higher click-through rates, we cannot forget about what’s in it for the audience. The best social content is paired with trending music. The best-selling shoes are tracked with the “it” color. We need to listen and tap into culture, society and our target audiences. - Ken Louie, MetroPlusHealth
18. Track Your Tone Of Voice
Keeping a keen eye on your tone of voice is a key component of all communications. This allows you to develop your brand's personality and relate to customers more closely. - Roshni Wijayasinha, Prosh Marketing
19. Dedicate Yourself To Truth
Fact-checking and reliable sourcing are crucial for effective communication teams, particularly in today's era of misinformation. As the tech and information landscape continues to evolve, a dedication to truth isn't just foundational for comms teams—it's a proactive responsibility to uphold the effectiveness and integrity of communication efforts. - Adriana Gil Miner, Iterable