Lack of clear goals

Many organizations communicate without clearly defined goals. For communication activities to be effective and deliver real results, we need to know what we want to achieve – what our goals are. These goals must be SMART – specific, measurable, achievable, relevant, and time-bound.

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Undefined target audiences or key stakeholders

In addition to setting clear goals, we must always keep in mind who we are addressing. Who are the key stakeholders we want to reach with our communication activities? Here, too, we must be specific and have a very clear idea of our audiences, as this influences the choice of communication channels and tools.

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Inconsistency

In the flood of different channels and tools, many organizations quickly fall into inconsistent communication. This is especially common when different departments or teams lead communication without a clear strategy. A communication strategy is a fundamental document that everyone in the organization who communicates with either external or internal audiences must be familiar with.

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One-way communication

Organizations often focus mainly (or solely) on what they want to say, thinking too little about what is important to their target audiences, their needs, and what they "want to hear." Listening and understanding audiences is key in communication, and it’s crucial to consider this feedback.

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Overlooking internal audiences

Many organizations neglect quality communication with their internal audiences – and yes, there can be multiple internal audiences, requiring tailored communication messages, channels, and tools. Poor internal communication can lead to disengaged employees, absenteeism, the spread of misinformation, a lack of alignment with organizational goals, and ultimately poorer business results.

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Strategic communication is crucial for building and maintaining relationships with key stakeholders, the organization's reputation, and its success. By setting clear communication goals, maintaining consistent messaging, and understanding who they are addressing, organizations can significantly contribute to achieving their objectives.

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You might also want to read why an apology is an important part of communication.