Your choice of words affects how effective your corporate communications strategy is. Whether it be newsletters, emails or web copy, the words you put out there greatly affect how your company is perceived. Your words represent who you are. If your words are hard to understand or are unclear, your choice of words may actually be hurting your brand, image and reputation.
No matter what industry you belong to, here are a few tips to keep in mind when employing your corporate communications strategy:
1. Know your voice and define it
Businesses today are expected to communicate with their clients and employees in various ways and on different platforms. This will more likely mean that content for the company will be authored by different people; but while different people typically write copy for the business, it does not mean that this will result in inconsistency.
An effective corporate communications strategy will involve a consistent voice. Each piece of writing written and read should be consistent with the voice and vision the company has set upon itself. If the voice isn’t consistent, it will cause confusion and unease regarding the reputation.
2. Avoid industry jargon and being too technical
Simplify your language in order to be understandable. Words that are too technical and statements that delve too much into industry jargon can be confusing – especially for people who aren’t too familiar with what you are talking about. Utilizing simple, straightforward language assures you that the majority of people reading what you wrote will understand you. Your goal is not to impress people with the depth of your vocabulary, rather, an objective of an effective corporate communications strategy is to get people to understand what you are talking about.
3. Observe strategies in social media and learn from them
While companies tend to figure out what they want to put out in social media before doing so, the best strategy to take is to actually look at what’s out there and then learn from them.
It is best to work backward and see how people express themselves online. Also note how concise, personal and conversational people tend to be in social media and apply these points to your own strategy.
4. Be relatable, open and human
Instead of talking down to others, be relatable. Share real stories about real people, and use conversational language so that your audience feels like you are actually talking to them.
And because you are utilizing conversational language, do have a conversation with your readers. Allow them to have a say, to give an opinion and feedback. Constructive criticism will allow you to further your corporate communications strategy and will create a stronger relationship between yourself, your clients and your workforce.
Be human. While a company is a separate and distinct entity, it does not mean that you can’t put a human voice to your communications plan. Being human makes you more genuine, and will make people trust you more.
5. Positive language boosts morale, while negative language can result to loss
Words that are celebratory, positive and good can enhance employee engagement and boost morale. Positive language motivate people to work even harder to do so with a positive attitude. It leads to more productivity, less friction, and possibly, more profit due to smooth operations and cooperation.
On the other hand, negative language can lead to discouragement, frustration, confusion and potentially, even employees leaving. Employees and clients who constantly have to deal with companies that promote negativity won’t be motivated to continue doing business and work with them.