“The problem with most news releases: they mimic other news releases—which fall far short of furthering organizational goals.”
That was my closing remark in an email last week to a senior executive with a company that appears to be kicking butt in business. Alas, it is struggling to communicate its rapid growth–and the reasons behind that growth–in an effective manner.
The corporation’s momentum, which includes a recent “best place to work” recognition and multiple years of “fastest-growing” status, is proof that you don’t always need to have external and media communications savvy to thrive in business.
Of course, there’s no telling how much opportunity has been lost, and will continue to go untapped, as a result of not having a robust communications strategy.
One of the points I conveyed to the exec: rather than use vague cliches like “bring more offerings and values to clients,” use layman’s language and get specific: what are those offerings, and what value does your company add to others?
In short: why should people care, and what difference does it make in end users’ / customers’ lives? Stop talking about all the cool gizmos, and turn the spotlight on the profound impact those gizmos are having on the world.