Sometimes it's tricky to convince subject-matter experts to steer clear of corporate speak and make their communications creative, simple, clear and crisp! You also need to listen and create a conversation to engage employees in your message. I shared with the Journal of Internal Communications a few ideas that I’ve learned from others to help your communications ‘stick’.

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Vol 1 | February 2013

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To get your message across – fight
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back against “corporate speak”
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Sometimes it can be tricky to Some years ago I attended a seminar led Be creative to make your communications
promote a creative approach to by Steve Crescenzo, who I believe coined more entertaining
communications or impose a the term “creative communication.” He Sometimes it’s hard to push back on
different tone of voice. Corporate basically took the cover of Cosmopolitan “corporate speak” when your ‘internal
Communications Specialist Sharon magazine and compared it with a regular customers’ – whether colleagues in other
Beattie discusses why it’s important corporate newsletter. He pointed out the departments or senior stakeholders – want
to “make things stick” to get your disparity between the two publications: to get ‘their’ message out. In their head,
message across. on the one hand, Cosmo magazine is what what they’re saying sounds great and they
people read outside of work – some exciting understand it. Unfortunately, many times,
Softchoice is a technology solutions and news, catchy titles, nice layout – and on it’s filled with so many acronyms, jargon and
services company. We have offices in the other hand, the corporate newsletter vague statements – most employees’ eyes
Canada and the US. My background is is what they get when they come to work roll or glaze over at the mere sight of it.
internal but my previous role included a mix – boring headlines and corporate jargon.
of media such as PR and marketing. I think It was hilarious and it made me realize, Simply expressing that their messages may
that my PR experience is valuable because “it’s no wonder people are not reading be misunderstood if we don’t use clear,
I learned that whatever I’m communicating, most corporate comms”! To me it was a simple language, is often enough to get
it needs to grab the attention of an audience wake-up call. It inspired me to revamp the them on board. Your customers’ aim and
and cut through the thousands of other layout, tone and overall style of my previous yours are the same – to ensure employees
messages coming at them on any given day. employer’s corporate newsletter. read, see, hear and understand what you’re
It needs to be engaging. putting out there. And as communicators,
we are in a better position to advise on the
best way to do this. NEXT PAGE
The Journal of Internal Communication

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The best way to keep our communications Concreteness: mission statements
engaging at Softchoice is through stories, are ambiguous to the point of being
metaphors, analogies and humour. meaningless. We must explain our ideas
Particularly, storytelling is core to how
we communicate as a company. Every
in terms of human actions.
Credibility: sticky ideas need to carry
To ensure people
communication – whether town halls, their own credentials, but hard facts are engaged and
emails, e-newsletters, Yammer posts or
more – has some element of sharing stories.
are not necessarily the right answer –
Interview an expert, a celebrity or people
listening to your
They are a major element of how we
‘make things stick’ around here. Our
who have experienced something for
themselves. [In our case, this is our own
communications,
Marketing team’s ongoing mission is employees!] you also need
simply stated as “We Make Things Stick” –
inspired by the book “Made to Stick – Why
Emotions: a compelling story about an
individual will produce a greater effect
to ensure you’re
Some Ideas Survive and Others Die“ by
brothers Chip and Dan Heath. The book
and emotional response.
tories: a strong story will have longevity
S
creating a
provides six principles: and inspire others. Tell stories to get dialogue and
Simplicity: a one sentence statement so
people to act on your ideas.
listening to them!
profound that someone could spend a Many of us in Marketing have posters
life time learning it. on our desks reminding us of the six
Unexpectedness: creating impact is elements to keep in mind when developing
often achieved through the unexpected communications. NEXT PAGE
and surprise.
www.gatehousegroup.co.uk/joic

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Know your goals and your audience Sharon works in corporate
Overall, however, to be strategic, ensure communications at Softchoice – a
Sometimes it’s hard
you’re clear on what your communications leading North American provider of to push back on
goals are and what you want to accomplish. technology solutions and services - and
You also need to get to know your audience has 10 years’ experience in corporate
“corporate speak” with
– what their wants, needs and perceptions communications, PR and marketing. internal customers.
might be, because these will affect how She is also a long-term volunteer with
you’ll go about accomplishing your goals. the International Association of Business
Simply explain that
It takes time to know your audience. We Communicators and has served three your goals are the
survey our people four times a year and terms as a member of its Toronto
break down the results by departments and Chapter’s board
same and that their
geographies to understand what is really message may become
important for them to do their job effectively.
We also do monthly follow-ups after Town
misunderstood without
Halls, have one-to-one meetings each week some creativity, and
and use internal social media tools and
polling on Yammer. Why? To ensure people
clear, simple language.
are engaged and listening, you also need Often, this is enough to
to ensure you’re creating a dialogue and
listening to them.
get them on board!
www.gatehousegroup.co.uk/joic

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Thanks for downloading this digital sample
of the Journal of Internal Communication.
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