The Communication Brief
Notes on how messages are read.
Said
“Thank you for your patience.”
Read
“We’re late.”
A newsletter for people whose words carry weight: founders, executives and the people who advise them. Each issue takes one real moment, an announcement, a launch, a statement that went wrong, and looks at the distance between what was said and what the audience heard.
The analysis draws on published research in psychology and language. No templates, no lists of tips. One case, read closely, and what it suggests for your own communication.
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From The Communication Brief
- Every message is finished by the person who reads itOn the distance between what an organisation says and what its audience hears, and why the most experienced communicators fall into it.
- Brand messaging starts on the reader’s side of the pageMost brand messages are written from the inside and fail in the reading. How to build messages your audience understands and repeats.
- A brand is what your audience reads into itA brand lives in your audience’s mind, which is why brand strategy has to start there. A working definition and two questions to ask before any rebrand.
- The channel is part of the messageChoosing channels changes what your audience reads, not only how many people see it. How to plan channels from the message outwards.
- Every company is now a media companyYour website, feeds and newsletters make you a publisher, whether you planned it or not. What that changes for brand and reputation.