Impactful organizational messaging is more than compelling text on your website. This “Minute with Messaging” by Kelli Newman, APR highlights the importance of translating your organization’s unique culture and philosophy of service into what clients actually experience.
An essential component of successful messaging, and one often overlooked, is how your organization’s unique culture and philosophy of service is translated into what clients actually experience. You’ve heard the expression, It’s not what you say, it’s how you say it. An organization can say what it believes, effectively articulate the purpose of its mission, talk about its outcomes, even attract clients through a thoughtful and compelling website; but if clients fail to experience your key organizational messages, you risk appearing hypocritical, or worse, incompetent.
Newman & Newman has developed Experienced Messaging® to assess how organizations of all sizes deliver their service, what is being communicated, and identify opportunities for applying the messages Newman & Newman has formulated for them into impactful in-person experiences.
How is Experienced Messaging® different from customer service? Well, much of customer service is related to time and convenience. Were you seen within a reasonable amount of time? Is your location easy-to-access with plenty of available parking? Experienced Messaging® goes deeper by connecting your organization’s beliefs and purpose to what the clients you serve experience. From how the 5-senses are engaged by your facility’s lobby and waiting area, to the lasting impression a client takes away from their interaction with a service provider. Are the intentions of your organization’s messages being successfully communicated? Are they inspiring an experience that motivates action? (Whether that action is to utilize your services, make a donation, or champion your cause, an experience that inspires transformation is the goal.)
Translating your organization’s purpose and culture into Experienced Messaging® must be deliberate and purposeful in how it’s delivered. In Part 2 of this episode we’ll review a case study of how that’s possible.
I’m Kelli Newman and this has been a “Minute with Messaging.” Visit the Articles page of our website for past issues of a “Minute with Messaging.” And for information on how your organization can benefit from Newman & Newman strategies, call me directly at 281-589-0750.
