Eight Reasons For Invalidation Of Crisis Communication

In order to establish an image and enhance popularity, organizations will try to communicate with all kinds of stakeholders in order to gain their understanding and support.

But it often fails to achieve the desired effect.

What causes communication failure?

Generally speaking, there are several main reasons:

1, use professional terminology.

When organizations use professional terminology, they are actually implying that target audiences and organizations are not in one area.

There is no problem in using professional terms, but in the process of communication, we must consider the problem from the perspective of the audience.

If the audience does not understand the meaning of the term, this communication is ineffective.

Using the language that the audience can understand can help to narrow the distance from the audience.

If the audience is a farmer, it is necessary to communicate with farmers in a simple and popular language; if the audience is a scientist, there is no problem in using professional terminology.

2, news is too much like advertising.

News needs to be timeliness and uniqueness, or to be moved by circumstances, or to win by circumstances.

If these are not, the same piece of praising reports will hardly have any effect in today's media age, and there will be no dissemination effect.

I once encountered such a situation: a dumpling brand has won the title of China famous trademark, which was the only industry brand to win the title at that time, so it wanted to make a round of news dissemination.

From the perspective of the industry, we believe that obtaining the well-known trademarks in China means that the industry will face a shuffle and the industry competition will enter a new era.

But the other side did not accept that the brand name was too small in the entire press release, requiring every paragraph to mention the brand name.

Every mention of brand names is not a press release, but an advertisement draft. It is also hard to pass an editor's audit.

Even if adopted, the media will not put the "news release" in the low attention page or advertising page, the effect can be imagined.

3, pay more attention to appearance than content.

All the drawings and layout are designed to convey information more smoothly, but the form itself sometimes takes the lead and grabs the light of content.

Therefore, we can often see some combinations of colors that are not clearly marked, and can not be clearly seen or written.

In my opinion, form is important, but what is more important is content.

Form for content is icing on the cake, good form can make content more colorful; and no content good form will not have good communication effect.

This, as a lecturer, is especially profound for me.

Many lecturers in the industry focus too much on PPT, too much on interactive games and too much on storytelling.

The students listened very well, but after listening, they did not learn anything.

I think letting students learn something is the most important lesson. Whether there is a game or not, PPT is secondary.

I do not negate the role of PPT and interactive games here, but say that there is no good content. What is more PPT and more interactive games?

4, lack of basic expression ability.

Most people use language only to make basic expressions.

When some content needs to be displayed, words often fail to convey meaning.

This requires improving the expressive power, both internal communication of the organization and communication with the outside public.

(to be continued)