Is Your Press Release Just an Illusion?

George Bernard Shaw's comment about communication also might be said for effective media or public relations, especially crisis communications.

Just when you though you've written the perfect press release or the perfect statement, you find out that what you thought you meant and what someone else understood were very different.

How can you improve your chances of effective communication in 2011?

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1. Don't assume the intended audience knows all of the jargon and "inside baseball terms" that you do. Speak in terms EVERYone can understand.
   
2. Don't assume your readers are up to speed on the issue. People may need some background to fully understand what you're trying to say. Make sure you include enough information about yourself or company so that it's clear who or what you represent.
3. Don't assume people understand the impact or the "why" of your press release. Always have in the back of your mind the phrase, "so that...." and fill in the answer. As in, "We are taking this step SO THAT...."
   
   

Communication is tough enough when someone can stop and ask you questions. When they can't, it becomes even more important to take extra steps to be as effective as possible.