My Top 5 Communications Resolutions for the New Year

As I am about to take my last flight of the year from Brussels back to Geneva, it’s time to reflect a bit on this fading – and quite extraordinary – year and the upcoming one. Given that this is the season to decide on new ways of doing things, I made a few Resolutions as a communicator.

Resolution #1: write simply so people understand

Companies, Institutions and NGOs often wonder why their message is not understood by the people they are trying to convince, be they policy-makers, donors, citizens or consumers. Well, I suppose that writing in plain language could be a first step. My first commitment is not to write the following words in any form of communication: ecosystem, empowerment, paradigm shift, business softness etc. The list is in fact too long that one could write a whole dictionary. So ask yourself a simple question: is this word/sentence pure jargon which only speaks to your inner circle or can everybody understand it?

Resolution #2: don’t pretend it’s news

I recently asked a couple of Brussels-based journalists how many press releases a day they received. The answer is about one hundred per day! The best they can produce is one to two stories a day – never mind if they are published at all – so this leaves you with 98% of useless stuff. I therefore commit not to approach journalists without a compelling story and a spokesperson available to answer questions with proper news.

Resolution #3: listen to what people have to say

Brexit then Trump… which country is next to make “wrong choices” based on “post-facts”?. Well…let’s get this clear: it is not the message/messenger which matters but the recipient of the message and how he/she interprets it. In addition, in my experience, the best communicators listen more than they talk, so that could be a good start. Perhaps politicians and their advisors should remember this rule. I will.

Resolution #4: stop your ego from making decisions

As we grow into our jobs or professions, human nature has a strange twist whereby instinct and brain give way to ego and emotions. The consequences are disastrous: bad management decisions, ineffective communication and unbearable cocktail discussions! My advice: you and I are as good as we were 5 minutes ago and this is the past. Look forward, be humble, seek other people’s perspectives and keep learning.

Resolution #5: focus on results

I originally thought of writing “Focus on outcomes, not outputs” but that would have contradicted Resolution #1. So let’s apply Resolution #1: can we please stop pushing paper and get on with the job? Bureaucracy has invaded business life and this reminds me of a client who needed a few days of internal consultation to answer a simple media request. And then Management asks why there is no media coverage….

Have a great holiday season!