Designing communication messages
Reflecting what your target audiences know, feel and do
The message reflects what you want target audiences to know, feel and do. It is a translation of your communication objectives.
What makes an message effective?
- First you need to understand your audiences & stakeholders. Without understanding, your message will miss its target. The message must connect to the knowledge, attitude and behavior of the audiences. It must be significant for them.
- Your messages need to be easy to understand. Use the wording of the target audience and keep it simple, direct and to the point.
- Your messages need to be credible. They must connect to the identity of the sender. The sender should have a good image.
- The message should connect to the communication strategy: do you want to inform, involve, persuade or get people into action? Do you want to trigger emotions or do you choose a cool informative approach?
- The tone of voice should also reflect the strategy: humorous, alarming, fact giving & expert perspective, popular & informal.
