All she wants is something quick and good looking. Something glossy, pretty with a ‘wow’ factor. I’m thinking she’s into the juice, something meaty.
I’m not sure what you’re thinking about, but I’m referring to communications strategy. The nuts and bolts, the glue, the big picture. I’m meeting with a VP of HR. I show her a recruiting brochure sample from my portfolio. Her eyes widen and she asks me to explain the process of getting something like this produced.
The HR VP is new in her position, and I’m starting to sense she’s eager to make a splash with “collateral candy” as I like to call it. I start to explain about how I partnered with my internal client, determined key messages, wrote the copy, partnered with creative services to produce a branded piece.
I quickly stop myself. I tell her let’s take a step back and think about the whole picture. This brochure was just one piece of a puzzle. It was part of a whole communications strategy for recruiting. I explain my process for creating a communications strategy. She seems to get it. I see a light bulb. Now, we’re going somewhere. She knows she needs HR communications help. This is refreshing to me. That’s why I’m talking to her about contract work. I’m excited about the possibility of helping a growing company with something I’m passionate about. She seems eager to get started but needs help figuring out where to begin. An overall HR strategy would be helpful. I rub my hands in anticipation.
The following week, I get an email. She’s changed her mind. She wants a graphic designer/writer. Does this exist? I love writing and can do some graphic design, but an expert in both? Hmmmm…. Then I realize, she’s looking for the one night-stand approach to communications. Collateral candy. <Sigh.> If you’re a communicator, you know what I’m talking about. We’ve all had those one-off requests for a brochure or other communications piece that has to look good but no one took the time to think about how it will be used, what the goal is, who the audience is. I like to follow the old rule: form should follow function.
The HR VP gets credit for wanting more of a branded, unified look to HR communications, but sadly, she seems to value look and feel more than strategy. Don’t call us, we’ll call you. It’s not you, it’s me. I just can’t commit to any serious communications right now.
Have you experienced anything similar? Are companies investing in internal communications or do they still need education on the value it brings to the bottom line?
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If you position yourself as a strategic advisor rather than as a contractor or writer, you’ll be better equipped to talk about issues of substance, not collateral candy. (Love that phrase!) This includes the purpose, the intended outcomes and the key stakeholders. For example, I ask people three key questions: 1) What’s the what? 2) What’s the so what? Why should anyone care? and 3) Now what? What’s the call to action. If they can answer these questions, they generally have something they need to communicate. We then talk about the stakeholders (not audience because audience is too passive) and the best way to reach them, that is the channels. If the person I’m talking with is afflicated with SOS (shiny object syndrome), I thank them and exit.
Thanks for your comment and for sharing what works for you, Liz. Love your phrase “shiny object syndrome” as well!