When I was trying to sum up what I do in a sentence for a short, snappy and I hope impactful about.me page, I (eventually) came up with ‘bringing clarity, energy and fresh ideas to news broadcasters, PR consultancies, special projects, young businesses and start ups.’ The most important and probably also most ambiguous of those is clarity. What do I really mean by that?
For me it’s about two things, focus and simplicity.
My industry is communications and whatever channel that might be through – broadcast journalism, writing, social media, strategic objectives, key messages, media relations, marketing or just plain old networking – I wouldn’t be able to work without clarity. It’s how I define the way I look at things and the way I’m able to help people and add value to their lives and businesses. It’s how I give friends and family advice, and it’s how I look at organisational or project goals and through that communication strategies.
Here’s what I do that brings clarity (focus and simplicity) to my projects:
1. Take a step back
Ok, this is one of those annoying “big picture” clichés, but it wouldn’t be a cliché if it didn’t work. What are your goals? But one step back from even that… Why are your goals? How do you want to feel, how will you feel when you get there? Let’s say one is successful. What does that look like for you or your company and what goals can you put in place to make you feel successful?
2. Define what’s important to you
List them. 5 things that are important to you as a person and as a company/project. Sometimes they overlap but often they don’t. Boil them down into key words, key values – those are your touchstones – if you’re feeling lost or overwhelmed, or can’t make a decision, go back to them. Is the decision you are making in line with those values? Yes – go for it. No – next!
3. Listen and look
Admittedly this is not an easy thing to do for yourself and so it’s worth getting someone (me!) to do it for you. Talk about your plans, go through your objectives, ideas, things to do – the person listening will be able to tell by listening actively and thoroughly what you’re really enthusiastic about and where your focus will be to make you most productive and successful. (You can try to outsource the things you HAVE to do but ditch the rest).
4. Don’t over complicate things
Communicating is something we all do with varying degrees of success every single day. If you have a great product or service, if you’re good at something, shout about it! That’s all there is to it. If you don’t show you believe in yourself or your product, then how can you expect others to? Focus on 2-3 short thoughts that communicate simply what you want to say about your product, project, service or company. These are your key messages – get them out there whenever you can.
5. Write a plan
I usually think of myself as pretty organised, and yet writing a plan is one of the things I find the most difficult to do. I think it’s the enormity of the task. When I actually sit down and bash it out, I’m fine, but I can put it off for literally weeks. Your plan should include all the points above and needn’t be long. Make it simple – follow a step by step guide if you need to – but make sure your audiences, your key messages and your objectives all relate back to your values every step of the way.