Every conversation and discussion has a purpose. It appears that, except for top corporations and ‘development work organisations’; many small institutions do not pay any mind to thinking through the image they put out there through their public appearances and/or statements- they seem to live by a ‘just say something’ rule.

On the contrary though, with personal (interpersonal) communication we more often than not, have an intended outcome for conversations that we have and engage in, but since we do not have to put down a strategic communication plan for this kind of interaction, we fall in risk of having an outcome that can swing for or against us.

True communication is difficult – for the simple fact that it must be based on truths! But when our truth is not spelt out, we create a communication problem for both ourselves and those who receive our messages.

In practice, as we insist on having strategic sessions to determine what the messaging for a campaign or corporate communication goal should be, we realise that many a client see this as a request that insults them, whereas questions such as ‘what am into?’, ‘do I really need to have this conversation or message out there?, ‘who would appreciate this message more?’ and a lot others are questions that need revisiting so as to ensure that we are on course at all times.

As with every project management exercise – and putting in place a good communication strategy for all your campaigns and activities is a huge project – the project cycle must be followed which sometimes requires the revisiting of certain questions.

Since “your word is your bond” it shouldn’t be thrown carelessly. While the big planning exercise is not needed for private conversations, our statements must be clear, otherwise, we leave the outcome – which is seen in people’s reactions and inactions – to chance.

On the corporate level, the hard work of planning your communication must be done, especially because communication in business has a price attached to it both in cash and in kind (man power, man hours etc.) which should yield some returns – in terms of the number of opinions changed, the number of product requests got, the number of inquiries that have become sales and so on. It is only by such adequate planning that you can be sure, you did not set out to fail because, if this one strategy did not work, you will know which others to try for the results you hope to see.



As written by Esohe Ebikienmo Eboigbe





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