Word usage has the potential to influence public opinion – consciously or not. As writers, we have a great responsibility in this. Communication departments must also lead the way in this regard. But it cannot be done without the support of management. A challenging but also important task awaits the communication professional as pioneers in the language.
Tin eke Pauw describes how the Chief VP Operations Email Lists communication profession has become much more complex. She does this on the basis of the 4 trends from a study by the Logeion TrendTeam and provides tools for integrating these trends into your work practice.
A short summary (but be sure to read the whole article ):
- The playing field for communication professionals is becoming increasingly complex with different stakeholders with sometimes divergent interests. In addition, information spreads very quickly. Overview and insight are important. So keep your finger on the pulse. Use data and knowledge of your playing field for this. Diversity is also important here. Good against (un)conscious blind spots.
- Look outside, find similarities in perspectives and map the sentiment. Organize contradiction. Ignoring dissenting views encourages people to retreat into their bubble.
- Restore declining confidence by showing what you are doing and taking responsibility when things go wrong. Be uncompromising here, especially with issues!
- Embrace technology as a new language, where it offers opportunities. Stay informed of new developments and see how they can help you reach your target groups (better). But don’t forget that in the end it’s always about people.
Rethinking the Imaging
At the start of this Summerread, we distinguish a third megatrend: the increasing fluidity in the communication profession. This trend is partly related to increased diversity. The traditional image of what a professional should look like is changing. This fluidity can be seen as a sign of maturity, says John Verhoeven in his article . In this complex, ever-changing world, we ourselves have to keep on changing and adapt our form, tone and even content to the situation, the channel or the subject. An organization-wide culture change is important for this. Old values sometimes have to go in the trash to make room for new times.