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The Principles of Communication - part 1

Communication can be a complex matter, in fact some people make a life's work out of studying it. Most of us don't have the time or motivation to do that, but we still want to communicate effectively.

In the course of assisting our clients communicate with their potential customers we find some issues occur time and again. There are no magic solutions to these problems, but there are key principles which can help. Here we have set out three of these principles which can help you get your message across to the people who need to hear it.

Audience, audience
All communication involves an audience, the people who will receive the message and, hopefully, respond to it. Successful messages, the ones which generate the right responses, are the ones shaped with the audience in mind.

Ignore the audience - write for your boss rather than your clients - and it will ignore you. Which means the first thing to consider, before writing a single word, is 'who is my audience?'

When you've a good answer to that question you can tackle the second stage, the audience's expectations. Architects, for example, are used to receiving product information in a set format, so information intended for architects should respect that format. For your audience the format may be different, so you must ask 'what form does my audience expect my message to take?'

The third, and final, stage is to identify the correct medium for your audience. Do they prefer glossy brochures, e-mailings, printed mugs, CD-ROM? Is the Internet beyond them, or is it an essential? Whichever it is, you need to know.

Now, with the three parts of audience identified it is time to start drafting. Which brings us to our second key: seeing the wood in spite of the trees.

To see the wood from the trees click > here