There are 5 questions every good reporter asks:
But…WHY? Why are those the staple questions? Simply put, it’s because you really can’t tell the entire story well without having the answers to each of them.
All this week I’m going to be talking about how you can put the 5 W’s to work for your organization to ensure that every story you tell is well-rounded and communicated effectively. WHY? Because I know that your Chamber or your Association will be better prepared to have a positive impact on the community or trade group you serve when you communicate your message more efficiently.
So let’s get started. The lesson of the day is WHEN.
OK…I will admit that I’m REALLY stretching to make this point, but you can’t do a week of WHO, WHAT, WHERE and WHY and leave out WHEN, can you? Let’s see if I can convince you that this fits with the format of this week’s posts. (YIKES!)
WHEN is about timeliness. Yes, a reporter has to give dates and times to ensure the facts are out there, but it really is about contemporaneous social proof. So let’s digress a bit and talk about THAT!
The strongest organizations I know all understand that the answer to WHEN is almost always NOW. I tell my consulting clients all the time that they’re not ALLOWED (ok…I don’t have that authority, but I SHOULD) to go back to their office after a meeting without FIRST stopping in to talk to the communications or marketing department to debrief them on what happened in those meetings. The President/CEO of the organization may not be directly responsible for getting the message out, but they ARE directly responsible for ensuring that it DOES. Don’t let an opportunity to share the work you do pass you by. Insist that every member of your staff takes time out of their day to promptly and completely communicate with those staff members dedicated to speaking for your Association, Board of Trade or Chamber of Commerce.
And by the way, TELLING them isn’t nearly enough. That’s not communicating…that’s broadcasting. Communicating means not only do you give them the information, but that they UNDERSTAND and can properly format the message FOR broadcast. Talk with them and have them demonstrate that they understand the WHY behind the WHAT, and can communicate that value back to the general audience of your investors and prospects.
If you’re already doing this well, please take a moment to leave a comment or even an example of ways your organization is already communicating high-level information quickly and with a focus on IMMEDIATE DELIVERY OF VALUE.
That’s it. We’re done. I’d LOVE to hear back from you about this week-long format. Was it helpful? Too much too fast? Have you been able to implement any of the strategies we’ve discussed, and if not, WHAT’S HOLDING YOU BACK?
Thanks for reading. Make it a great day, and don’t forget to reach out to me if there’s anything at all I can do to support your efforts or those of your organization!