Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
Reach more people and get those people to take action.
The Power of the Message
December 9, 2013 at 4:31 pm #181035
How can your communications engage stakeholders to take action and drive mission value? This was the big question addressed at FCG and GovDelivery’s Annual Digital Communications event: The Power of the Message. The event brought together government leaders at all levels to discuss the importance of effective communication and the power of your message.
After the keynote presentation (which you can read about here), Scott Burns, CEO of GovDelivery spoke on the importance of effective communications in government. Burns noted that at a high level, your message should be valuable to one person. However, to have true impact, you must have the ability to reach a lot of people with your message.
Before you reach thousands (or millions), you have to have value in one connection. This means good, helpful content that connects to your agency’s mission. So how do you get original value?
Scott shared a few best practices to increase the value of one connection:
- Be timely and relevant- this is not as easy as one thinks in the digital era (especially in government where there are multiple approvals)
- Connect message to mission- some messages are better suited for this than others.
- Promoting valuable actions- your messages should make people do things
Another important component of your message is trust. Trust is incredibly important when delivering your information and connecting with constituents. If people trust your organization, they will keep coming back and will also share your message with their followers.
He then shared helpful ways to build trust in your organization:
- Rhythm of communications- get people used to seeing your messaged and going to you for information.
- Be accurate in your information
- Be consistent
Why does reach matter?
As Burns noted, “reach is the flour that bakes the cake.” Although all of the above is important, what is most important is reach and connecting with as many constituents as possible. Effective messaging revolves around getting in front of people. After all, if you are alerting people to road closings, inclement weather, law changes etc you want people to know that something has changed quickly and efficiently.
Here are some ways to increase your agency’s reach:
- Disrupt- send emails and don’t hide your “get more information” button on your website. Post it everywhere. Get people to sign up for your information.
- Integrate with social media- connect with people where they are- Twitter, Facebook, etc. Leverage multi-channel communications.
- Go mobile – like social media, this allows people to connect wherever they are. If people are on the go, make the information easily accessible on all devices.
- Leverage other partnerships- government and private.
Government agencies offer valuable information so it is important to get your information in front of as many people as possible. Learn more here.
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