February 14, 2005

Crafting Great Messages Requires a Sound Recipe

There’s a basic recipe on which all great organizational messages are built: Start with a base of clarity, add a pinch of simplicity, a dash of transparency, a good shake of “what it means to me” and top it all off with a voice that makes people want to dive right in.

Unfortunately, the majority of corporate messages don’t follow this recipe at all. Instead, they’re based on unwritten “rules” imposed by organizational leaders and lawyers that were established as guidelines for external messages to shareholders, customers and the press. Internal messages written according to these rules can be a jambalaya of obscurity, authoritative voice and corporate speak rather than the clear information, context and friendly voice that employees need.

Here are some tips based on the best “how to” sites on the web:

1. Information needs to be clear and simple Nothing frustrates employees more than the lack of clarity stemming from corporate speak and jargon that doesn’t really tell them anything. Be straightforward—employees can spot “spin” from a 100 paces—and instead of long, narrative pieces, make news easy-to-access by breaking it into sidebars and bullets and charts.
Example: The popularity of the recipe site www.epicurious.com stems from the fact that even recipes for gourmet meals are easy to follow. Each recipe includes a list of ingredients, preparation and cooking steps, and how many it serves. Whenever possible, the site includes a photo of the finished food and chefs can come back to rate and review how their meal turned out, giving the site a very personal feel.
2. Make it relevant Too often, corporate messages are written for the CEO or shareholders, which is fine in a press release, but not right for employee vehicles. Instead, write for employees by giving them information that actually helps them do their jobs better.
Example: Better Homes & Garden’s website www.bhg.com provides a plethora of easy-to-follow tips to make life at home a little more pleasant and organized. In this article, BHG offers 30 quick tips for maximizing storage space in your kitchen.
3. Explain the “why” and the “what” Don’t make employees guess what the information means to them. In addition to telling them about your organization’s new strategy, give them some tips on how they can help support it (i.e., look for inefficiencies, talk to people in other departments, etc.).
Example: This article from the Prevention website www.prevention.com, explains why it’s important to eat plenty of fiber (it reduces your risk of heart attack) and then goes on to list the top 10 fiber-packed foods.
4. Write in a friendly voice Employees will respond better to a friendly tone rather than an authoritative one. For example, rather than telling employees how they “must do this” or “we need you to do that,” try “here’s what you can do,” or “this is how your role supports this initiative.”
Example: On www.hgtv.com, the tone of the articles makes you want to get started right away. In addition to outlining materials and steps, this “how to” about making heart decorations for Valentine’s Day discusses how the author bonded with her daughter while they worked on the project together.