What Makes a Stellar Communications Campaign?
What does an excellent communications campaign look like?
Over the Easter weekend I took to organising some paperwork and in a folder of certificates my mother had kept for me I found something which brought me back to my days in primary school.
In a folder of documents containing every Piano, Speech and Drama and Dancing certificate I’d ever received was a certificate from the National Cycling Training Scheme.
The certificate states that I had completed the course and passed the test, what you may wonder does this have to do with communications?
In primary school Gardaí were somewhat intimidating to us, our school was incredibly diverse I had classmates whose families were local to Tullamore, others from the Traveller community, and others who had travelled from as far a field as India, Nigeria and China. We were for 90s Ireland a fairly multicultural community where not everyone would have had a positive experience of the Gardaí.
The start of my cycling career, 1988 in Kerry.
Over the course of several days, our class was taken outdoors to learn the rules of the road and how to cycle correctly by two Gardaí. Many of us cycled to school at the time but learning how to signal correctly, where to position ourselves, and what to do in case of emergency were vital life skills.
The two officers put us through our paces, they created obstacle courses and brought us out to assess our skills. They helped to build our confidence, and ensured that when we were out on the road that we would be safe.
I’ve often thought about that course and what it really achieved? In 2011 I suffered a nasty accident while cycling home from a particularly long day at work. I was too tired to have been cycling in all honestly. I haven’t cycled since and it does bother me that I now have a fear of something I once enjoyed.
In my mind what that course really achieved was an introduction to our local Gardaí as members of our community, as actual people and not just the people who would send us to jail if we broke the law. Over the course of the training we got to know that we could approach a Garda on the beat if we were in trouble.
In a simple but effective way these officers marketed themselves and their roles to us impressionable 12 year olds. It created a level of respect that I have never forgotten.
It was a scheme of its time, but in my view an excellent example of great communications campaigning in action.
As Dr JJ Peterson says “Marketing should be simple and it should work”. This rings true today more than ever. Amidst the noise of social media trends, the essence of effective communication often gets lost. Simplify your message, resonate with your audience, and success will follow. In order to create an amazing communications campaign we do not need to reinvent the wheel.
Today there is far too much focus on following the latest social media trends instead of looking at great communications campaigns, and assessing why they worked. If you are selling Dance classes, then sure try out the latest Tik Tok dance trend but if you are a service based entrepreneur is showing off your dance skills, or lack there of really relevant to your audience?
So, what are the cornerstones of a stellar communications campaign?
Clarity: Cut through the noise with a crystal-clear messaging.
Brevity: Less is more: Keep it concise to captivate your audience's attention.
Purpose: Remember your why: Align every communication with your overarching objectives.
In today's fast-paced business environment, effective communication is non-negotiable. By proactively planning and seeking expert support when needed, businesses can safeguard their reputation and maintain stakeholder trust, even in adversity. If you build trust with your audience, they will become your most valuable assets as brand ambassadors.
Let me return to my Garda cycling course. Did I become a confident cyclist as a result of the training, absolutely. I thoroughly enjoyed it until my afforementioned accident. In my mind what the course really highlights is how simple and elegant a steller communications campaign should be. It was an example of an organisation getting involved in the local community, to the benefit of the community and its members. The efforts built trust between us as children and the local officers, and more broadly helped our overall community see the officers as people who cared about the community, who had a vested interest in our success. Great communications does cost time, but not the earth and a straright forward approach often works wonders. The national cycling training scheme is one such example of a great communications campaign in action.
If you're interested in learning more about communications and media coaching, don't hesitate to reach out to us at hello@thecommunicationscoach.ie. Together, we can empower your business to navigate communications with confidence and clarity.
Stay tuned for more insights and practical tips on mastering the art of communication in today's dynamic business landscape. Remember, when it comes to communicating with your target audience, preparation is key, and we're here to help you every step of the way.
While Content may well be king, communicating with clarity is key if you want to cut through the noise and help your business grow.
