Communication

Type “what is communication” into a search engine and you’ll see why I wanted to do something different here. So much has been written about marketing communications, and by greater scientific minds than my own, that I simply wish to focus on how it applies to the writer.

At its most practical level, we know that communication is the transmission of a message in a manner that elicits the desired response. Ideally, this will be a change in the perception or behaviour of an audience.

We also know that the most effective messages are those that are delivered simply, quickly, unambiguously and in language that will be understood. That applies universally – whether writing an instruction to a child or a paper for a scientific community.

Therefore, good communication starts with clearly defining messages and understanding the characteristics of the target audience. Only then can we construct appropriate wording that evokes maximum impact through the chosen medium.

Messages can be delivered directly for conscious receipt. Style and tone can also deliver them indirectly for subconscious receipt. But every word should count. And if a sentence isn’t saying anything new, it probably shouldn’t be there.

Recent Assignments

• 18-page launch issue of a corporate social responsibility staff newsletter for DLA Piper LLP.
• 12-page primary brochure, website, advertising, feature articles and press releases for SA Law LLP.
• Presentation suite for GlaxoSmithKline (Agency: Well Studio).
• Intranet-delivered induction training programme for Tube Lines (Agency: Barracuda).
• Consumer presentation for Royal Bank of Scotland (Agency: E-creation).
• Launch instructional DVD for “Sanjuro DanceCombat”.
• 90-second promotional trailer for E-creation.