The who makes the difference with the what and the how


We all know the old adage of “it’s not just what you say, but how you say it”.  What needs to be considered as well, is who says it.

It’s important to take the time to deliberately and strategically plan your communications so that the source of information is not left to chance.

Consider, for example, the experience of finding out about layoffs or restructuring through the grapevine, or via email, as opposed to learning the news in a face to face meeting with a manager.

Or think about how you interpret a public health message differently if you receive it via your physician or your kid’s school, instead of reading about it in the paper or hearing about it on Twitter.

Some may say the size of the message doesn’t matter.

But the source certainly does.

The top 10 questions in strategic communications

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