What do I do now?

 “What do I do now?”, asked the UK band Sleeper some years ago.     

Admittedly, this was in a very different context to internal  communication, but I was reminded of it last week, having seen some (non-client!) communications that lacked a clear call to action. Why put so much effort into developing materials that connect with your audience, but then fail to show them what’s next?

This only creates frustration among readers. No matter what the topic, or the channel(s) you’re using, provide a clear route forward (e.g. specific actions, sources of further information, feedback loops). Don’t leave them guessing or trying to work it out for themselves.

And if you know the Sleeper song I mentioned, you now have an earworm for the rest of the day. You’re welcome.

Sing for your supper?

Many years ago, Nick Wright and I were working on a major change project for a global organisation. We were discussing communication activities and opportunities, when someone mentioned the existence of a company song.

Not a piece of music. Not a ‘sting’ used regularly at company conferences. But an actual song, with lyrics penned and crooned by employees.

Hush descended on the meeting, as if this were a secret the team did not wish to come out. And I can’t share a snippet of it, or even provide a review, as we never got to hear it. Despite asking several times!

It is still the only one I have come across in a client organisation, despite nearly 30 years in this field. However, I know there are others out there…