Don’t ask a question you don’t want an answer to…


If a membership association asks its members if they are interested in discounts on goods and services, new publications or conference programs, it’s fair to assume that the impression left by the question – regardless of the answer – is that new benefits are being considered. If you ask your constituents about potential new initiatives, doesn’t this create an expectation that new things are coming?

If your organization is struggling with the basics, it may do more harm than good to start exploring new avenues with stakeholders if they point to directions that are likely unrealistic or unsustainable.

Your audience’s attention is a valuable and transient resource. Use it wisely, and abuse it at your peril.

The top 10 questions in strategic communications

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