No matter what kind of communication efforts you’ve been working on these days—a new website design, a social media campaign, a blog post, a short film, a sermon, a new brand identity, etc.—there are two crucial questions that should guide you:
- What are we trying to say?
- Who are we trying to say it to?
These answers will invariably produce more questions (What resources should we allocate? What medium(s) should we utilize?) but start with those first two. Until you have some clarity internally about those two questions, there’s no use in communicating externally.
There’s so much more to say about this, obviously, but let’s allow that to be it for today—two simple but important questions that should guide every communication effort.
Scott McClellan is the Editor of Echo Hub and the Director of Echo Conference. You can follow him on Twitter: @scottmcclellan.