Communicating effectively may seem trivial, but it is not always easy, especially when it comes to large-scale communications. Fortunately, with a few basic concepts, it is possible to get your message across and improve its impact, even if you are not an expert on the subject.

Regardless of your field or the functions you hold, it is very likely that at one time or another you will have to present or disseminate information to small or large audiences (your colleagues, superiors, clientele, financial partners, the public, etc.). Either way, it is always nice to have the support of a communications team, but what if you do not have such support? Here are some essential elements to optimize the effectiveness of any type of communication, ranging from the classic email to expanded awareness campaigns.

1. Timing

Although it may seem trivial, timing makes all the difference when communicating. Indeed, some things are trickier to tackle or require more concentration to be fully understood. That is why, no matter the subject, we must first make sure that this is a time when the receptivity of the audience that we are addressing will be optimal. For example, a person’s attention is often better in the morning than at the end of the day. Conversely, especially in the case of social media, people make use of it more when they wake up, at noon and in the evening, when they have some free time. Being attentive and knowing how to choose the right moment to communicate is a winning strategy!

2. The channel

The channel refers to how the message will be transmitted. There are many of them, but again, you have to choose the most appropriate one depending on the subject, the target and the amount of information to be communicated. Some channels are recommended as they are more formal and accessible, such as email, letters, notices and memos, but they are not necessarily ideal for complex or sensitive information. Sometimes face-to-face meetings and discussions allow more clarity and limit misinterpretations, in addition to fostering interaction during communication. Verbal and written messages do not have the same scope, so this should be considered when choosing the channel!

3. The message

Three principles should be retained for the content of any message to be communicated: usefulness, clarity and conciseness.

1. First, the information being disseminated must be useful and relevant to the people for whom it is intended. Depending on the subject, certain aspects are more essential to know than others, it all depends on the target audience. The key, then, is to take a step back and put yourself in the shoes of the people you are talking to and ask yourself what information they really need.
2. To facilitate understanding, the message must be clear, not for you, but for the recipients! Make sure your target does not need to ask themselves questions; they must be able to understand quickly and without ambiguity. Set the technical jargon aside and use plain language. If necessary, use comparisons to explain complex concepts. If a target audience has to put too much effort into decoding a message, they may just give up.
3. Finally, be concise! Remember that people’s attention spans are limited. After an hour-long presentation, for example, it is often more difficult to concentrate, so this needs to be taken into account when communicating. Most of the time, it is a matter of minutes, or even seconds, which is why it pays to get straight to the point. To take full advantage of your communication efforts, make sure that your target audience can learn what they need quickly without losing interest!