I recently took a course on how to give effective performance reviews. The trainer quoted a saying: “People would rather work in a traditional organization with a great manager, than an innovative organization with a poor manager.”
It got me thinking. Communications is like that. It’s better to have a solid message delivered in a traditional way, rather than a weak message delivered in an innovative way.
Yes – there are lots of new communications tools out there. You can do anything from gorilla marketing, to social media campaigns and a media blitz, but at the end of the day, it’s still about the power of your message.
When I work on key messages for clients, I spend time and energy on making sure it’s right. Focus on the message, then the delivery. It’s basic, but it’s important to always focus on the message before the tactic. Tactics are easy when you’ve got the right message.