As communicators, we typically pour our energies into articulating our message – the framing, the medium, the target audience. It’s our craft, after all. But how often do we pause to reflect on the essence of comprehension? Because without it, even the best-crafted messages may fall on deaf ears. Imagine this: If you were to promote a product that aids weight loss, it’s not just about what you say or how eloquently you say it. It’s about how your target audience receives, interprets, and internalizes that message.
“Recently, as part of my role at the APO Group, I briefed United Nations Assistant Secretary-General ahead of a significant interview with CNN. The topic was sensitive – discussing the state of coups in Africa and what the UN is doing to support democratic government transitions (read more about this here: https://lnkd.in/dfEUWwhG. The challenge wasn’t just to communicate but to anticipate how the message would be comprehended, especially given the volatility of the subject. It was vital to steer the narrative in a way that was both informative and respectful of diplomatic sensitivities. During the interview, the spokesperson’s words, framed with that guidance, resonated well. The feedback was positive, and it showcased the true power of marrying communication with comprehension. You can watch the interview here: https://lnkd.in/dMFqiffm. Mr. Eneya Botoman Phiri wrote.
“As communication experts, it’s our duty to ensure that our message doesn’t just reach our audience but truly speaks to them. Crafting the message, selecting the medium, and identifying the right audience is as crucial, if not more, as ensuring that they truly understand and resonate with what we share”. He added.
“Always aim for that sweet spot between communication and comprehension. Because at the end of the day, what good is a message if it doesn’t strike a chord?” He concluded.