Who’s The Expert?

I’m mad. I need to rant. I doubt I can rant as well as Steve Crescenzo, but I am going to rant. And, we’ll probably discuss this topic on next Monday’s #icchat.

I know the following is something that happens to many, many communicators, but I’m still annoyed.

If you have worked with a business for two years, you probably know it pretty well, don’t you think?

So when the business comes to you for some communications, whether it is FAQ, a holding statement, a formal message, etc., wouldn’t you think you know what to write or advise? (After asking key questions about the objective, audiences, etc., of course.)

Please advise me then, WHY the business then reads your text and then goes off in a completely different direction???!!! (I know this is an old story, but it continues to happen to communicators.)


Biz:  “We need this type of communication around these questions we may receive.”

Communicator: “Based on what you are telling me, the questions, the audience, the objective and the overall project, we can probably use the statement already created but add your business name to it.”

Biz: “Oh no – it needs to be specific to us and our customers.”

Communicator: “Let me think about it as we have to stay consistent with the overall messaging.”

Biz:  “Okay, thanks.”

The communicator sends the message later in the day. Three people then get their hands on it. All three have comments. All comments equate to needing/wanting the message that the communicator advised them to use in the first place.

No wonder I’m sitting under my desk today.

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Susan Cellura is a marketing communications professional with over 20 years of experience. She is a dynamic communications professional and enthusiastic team-builder, with a progressive history of success in designing and implementing communications programs for global organizations. A strategic thinker with the ability to understand the needs of multiple audiences and deliver solutions, Susan is a results-oriented problem-solver with exceptional interpersonal and negotiation abilities. Having worked in a variety of global industries, she has grown business communications in her current position via a strong mixture of strategic resources, including social media.

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