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Effective Communications in Easy Steps: Get the Right Message Across at Work


Effective Communications in easy steps offers clarity in the world of corporate communications. There is no blue-sky, synergy-based, customer-centric thinking here; just informed, clear, practical and commonsense advice on how to use communications to actually get the right message across to the correct audience.

Written by two communications experts, with over 25 years experience between them, they will show ...

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Effective Communications in easy steps offers clarity in the world of corporate communications. There is no blue-sky, synergy-based, customer-centric thinking here; just informed, clear, practical and commonsense advice on how to use communications to actually get the right message across to the correct audience.

Written by two communications experts, with over 25 years experience between them, they will show you how to:

• Create a practical Communications Strategy that will really work
• Understand how, and why, to evaluate your communications
• Build, and maintain, websites that keep delivering
• Unravel the mysteries of social media
• Why videos are important, and how to create effective videos
• Explode some of the myths about communications in the workplace

Communications in the workplace should be a simple thing and, with this book to guide you, it really can be.

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Product Details

  • ISBN-13: 9781840784480
  • Publisher: In Easy Steps Limited
  • Publication date: 7/31/2012
  • Series: In Easy Steps Series
  • Pages: 192
  • Sales rank: 808,419
  • Product dimensions: 7.20 (w) x 8.90 (h) x 0.40 (d)

Meet the Author

In addition to his In Easy Steps books, Nick Vandome has worked in internal and external communications for over 15 years. He has worked extensively in web design and publishing, for both intranets and external websites, and has developed best practice for over a decade.

Nick is also a content editor, a role that involves ensuring that communications are clear, concise and get the message across, in both an online medium and hard copy publications. His communications philosophy is ‘less is more’ and he strives to cut through corporate jargon and seek clarity in the workplace.

John McVey started his career in project management, where he was responsible for developing and implementing communications strategies for individual projects. From here, he moved into communications management where he has become an expert in strategy and also evaluating the effectiveness of communications strategies. John’s forte is knowing the objectives for different communications channels and he excels in assessing whether these channels are working properly or not.

John has also worked closely in developing and implementing content management systems. This has given him a real insight into what works, and what doesn’t, in terms of managing large amounts of diverse information. It has also given him experience of working with web teams and video teams in developing websites, intranets and video content.

Both Nick and John are passionate about using communications for its true purpose — to give people the information they need to make their working lives more efficient and enjoyable.

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Table of Contents

1 Why Does it Have to be so Hard? 7

The Art of Communications 8

Ten Common Mistakes 10

Less is More 12

Content is Still King 14

Setting Clear Objectives 15

Getting the Right Team 17

Creating Your Strategy 18

Measuring Success 20

Establishing Buy-in 23

Being Inclusive 24

2 How we Communicate 25

Face to Face 26

Body Language 28

Web 30

Email 32

Paper 35

Social Media 36

Posters 38

TV/Video 40

Mobile Devices 43

Surveys 44

Using Multiple Channels 46

3 Getting Strategic 47

Looking at the Big Picture 48

Setting Objectives 49

Understanding the Audience 52

Engaging the Audience 54

Influencing Behavior 56

Selecting Channels 58

Changing Behavior 62

Running a Campaign 64

4 Communicating Change 69

Change is Constant 70

Including Everyone 71

Developing a Change Plan 72

Delivering Bad News 75

Evaluating Change 76

Setting the Pace of Change 78

Embedding a Change Culture 79

5 Starting to Evaluate 81

Measuring Effectiveness 82

What is the Point? 83

Securing Buy-in 84

Staying Smart 85

Techniques of Evaluation 87

Becoming Engaged 88

Planning for the Future 89

Controlling Evaluation 90

Return on Investment 92

The Big Picture 93

Post Campaign Review 94

6 Slaying Corporate Jargon 95

Hiding Behind Jargon 96

What is Corporate Jargon? 97

Reading Age and Readability 98

Writing for Readability 100

Designing for Readability 102

Using Plan English 109

Guidelines and Training 110

Corporate Jargon Bingo 112

7 Creating Websites that Work 113

Defining Your Web Audience 114

Dealing with Generations 117

How Websites Differ 118

Navigation that Works 120

Creating a Taxonomy 126

Searching Effectively 127

Creating an Owner Network 130

Catching People's Attention 132

Keeping People's Attention 133

Accessibility Issues 134

Some Web Dos and Don'ts 136

8 Writing for the Web 137

How Web and Paper Differ 138

Creating a Roadmap 140

Paragraph Length 142

Breaking up Text 143

Formatting with Stylesheets 144

Using Graphical Elements 146

9 Is Content Management the Answer? 147

CMS Overview 148

Defining a CMS 149

Assessing a CMS 150

Types of CMS 152

Creating a CMS Project Team 153

Specification Documents 155

Installing a CMS 156

Rolling Out a CMS 157

Roles and Responsibilities 158

Keeping Control 160

Using the Power of a CMS 162

10 Moving Pictures are Here 163

Why Video Matters 164

Capturing Video 165

Editing Video 166

Creating a Video Network 168

Publishing Video on YouTube 170

Embedding Video 175

11 Using Social Media 177

The Social Media Revolution 178

A Strategy for Social Media 179

Using Facebook for Business 180

To Tweet or Not to Tweet 182

Creating a Wiki 184

Online Forums 185

Podcasting 186

Index 187

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