Serving up the Corporate Communication

dinner

 

Have you ever considered the humble beef steak and the many variations in which it can be prepared and served to meet the varying eating requirements of diners?

Some people like their steak raw, others partially cooked, others with a more highly tuned animalistic appreciation, savor it burnt with a delicate charcoal after taste that lingers just that little longer on the palate.

Others like their steak transformed into another eating format such as mince, a sausage, hamburger or even placed on a metal skewer garnished with an array of coloured complimentary ornamental vegetables to add that certain nutritional balance to the eating diet.

The overall result is that many people will happily eat steak owing to the customized presentation and delivery format that meets the endless variety of fickle needs of the consumer.

Let’s explore this thought with respect to corporate communications. Rather than having one single communiqué to the broader organization, a tailored message for each user group is required (you just can’t serve raw steak to everyone!). The message needs to be crafted to meet the consuming needs of each work group. Some groups will like to hear the message straight (don’t cut the fat off their meat), others will need it to be refined (cut into smaller more palatable pieces), some will need it simplified and reduced (via the use of a food processor), others may want some condiments to compliment the taste of the message.

In all the above message scenarios the origin of the communication is the same (just like the original cut of the steak) the skill is in how the Corporate Communication Director (or should I say chef) dishes up the “meat” to ensure that each employee (diner) eagerly greets the communication and is ready to eat it all up and is fully satisfied without the need for seconds, or a dessert!

So in summary, corporate communication is really just food for thought…..isn’t it?

 

Timing your “pop” just right!

281/365 - pop the bubbly.

Consider the champagne bottle from an anticipation perspective and I think you will agree that it is a world recognised winner on all fronts! So what is the key to its success?

The Shape
It is an impressive design that is bold at the base and sleek at the top that commands a prestigious occupation position when situated on the shelf with less humble bottles.

The Wrapping
The combination of a sophisticated bottle label with a wired opening mechanism is an engineering masterpiece.

The Cork
The unleashing of this pressurised stopper announces the progression of a carbonised fluid stream of enticing drinking refreshment culminating in a distinctive and highly audible popping sound!

So, when the champagne bottle that is characterised by its shape, wrapping and cork, is introduced into any party or special occasion, it is always greeted with an air of rapture and excitement!

But once it is opened and all the contents have been consumed, the bottle is now viewed with a past sense of occasion and one now spent. It can only be popped once, so the moment is eagerly cherished by all beholders.

In the corporate environment we can learn a lot from the champagne bottle when making any strategic announcements as you only get one chance to get the impact of the “pop” just right! Get it wrong and your important message becomes a fizzle.

The key is to gradually build and promote the anticipation via a combination of carefully scheduled pre-positioning communication snippets so when the time is optimum, your message goes off with an impressive “pop” and is immediately appreciated by all employees.

So focus on the timing and make sure that you get that “pop”……just right!

Cheers!