November 11, 2016

A Culture of Communication Remains Focused

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Can you articulate your organization’s purpose (its cause and the reason that it exists), what it does (its mission), and why it matters (what difference it makes)? If not, you're not alone.

Be Focused Dimension of Culture of Communications Principle from Aespire

We live in a world where we find it easy to change our focus and message to adapt to the circumstances and opportunities around us.

Doing so creates confusion in the mind of our audience and followers; it is imperative that we remain focused.

The mission-driven organization creates a culture of purpose-driven communication when it focuses communications on one cause and one purpose—and shares it with one voice.

Many organizations struggle to create communication and design touch points that focus on the audience. Your narrative and stories must be focused on your target audience, through touch points that the audience will connect and interact with.

Your staff, board members, volunteers, advocates, and ambassadors need to be able to know your purpose, and be able to share why your cause is part of their story.

Your web site must be designed to meet the needs of the audience: what they want from your organization, and then what the organization wants to share with them.

It’s a fair exchange. You get your audience’s attention by sharing what they want to hear, and by providing information that will benefit them. In the process, they learn more about how you can help them.

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”

—Nelson Mandela

To begin a relationship, you need to know your audience. Your organizational voice should be speaking the language your audience speaks. Your voice needs to be heard where they are listening.

You must have a sustained and deliberate commitment to telling an effective story with a unique voice. Your organization must remain focused on the audience it is trying to reach, speaking the language of that community.

To communicate effectively, you have to eliminate possibilities in order to create opportunity. Think about what you want your audience to experience (i.e., the consumers, donors, or audience you want to reach) and then build your outreach around it. Eliminate what is trendy in favor of what is effective.  Focus on what you have capacity for, and implement it with excellence.

If you are true to your goal of lasting impact, then you must take a long-term view to your design and communication planning.

Stay focused. Make it easy for your audience to connect with your organization.

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