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 WHY.
This one sounds easy, right? Just make sure our Mission Statement is “on point” and we’ll be FINE, right? Well…maybe there’s a BIT more to it than that.
Do you have major annual events that you host? Of course you do! But think back for a second and answer this: WHY did your Trade Association or Chamber of Commerce START doing this event in the first place? To borrow from Simon Sinek, we must “start with the WHY”. Many events stay alive simply because “We’ve ALWAYS done them. The community (or the industry) would go NUTS if we said we weren’t doing it again!” That’s great. Very sentimental, but people are EMOTIONAL creatures, and we can get far more of them to participate if we appeal to them emotionally. That’s why we WHY.
Go back and learn about WHY your organization was even FORMED to BEGIN with. Tell THAT story! People can get behind you when they understand clearly the motivation, especially if they are similarly motivated towards the same goal. SO…spend some time thinking about WHY you’re really doing things, and invest in telling your audiences, both internal and external, WHY you’re organization is doing them.
The same can be said for employees. I NEVER tell anyone working for me or any of my consulting clients to DO something without ALSO telling them WHY I want it done. Get their buy-in quickly and completely by giving them a valid reason.
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 WHY you serve your community, why you were founded, why you’re hosting an event or doing away with one.
And…be watching your email TOMORROW for our discussion on WHEN!
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!