From The Mouths of (Baseball) Babes: Crystal-Clear Messaging

“Call me Nomar!” my two year-old demanded whenever we stepped outside to play whiffle ball or catch.  To neighborhood kids buzzing by on scooters or bikes who called out to him by his (actual) name, the message echoed loud and clear. “My name is Nomar!” he tossed back with a sparkle in his eye and fire in his baseball soul.

My #2 son’s message was clear, and it had little variance.  He was a communications (and baseball) prodigy!

Any organization or program can follow his lead—and should.  Your message matters most.  It’s your pitch. Really. If the pitcher doesn’t actually ever throw the ball, the play never begins. You need to focus on the message as the essence of your communications effort.

It must be crystal-clear. It has to be crafted so that anyone responsible for communicating that message formally and informally can deliver it easily—in person, in written communications and across social media platforms.

Refine messages to be vibrant, focused and simple to repeat. They must be simple enough for your customers to understand and creative enough for them to remember. Depending on your customer groups, create a series of messages that are focused on various benefits of your program, service or product that specific customers or audiences value.

Without a focused message, you’re left without a fastball, sinker or a mysteriously fabulous Wakefield knuckler. You can’t begin your own play.

So take it from my own black-haired “Nomar,” now a veteran 11 year-old Little Leaguer with a tenacious approach behind the plate, on the mound and at the plate.  A clear message delivered consistently and with great passion will be the best pitch you ever threw.

 

 

Throwing Communications Around The Horn

PR. Writing. Strategic Communications. And baseball. Rolls off the tongue, doesn’t it?

Well, for someone who believes that all things in life are related to baseball, it all makes perfect sense!

“They” say you should blog about something you love. “They” also say blogs can punch up your marketing. No doubt.

I say that I know and love baseball. I say that I know strategic communications, writing and editing. I also say that I need to put some fun writing back into my life. I’m starting my own little spring training early then, as I try to limber up long-resting creative writing muscles.

So Play Ball!

When I watch Little League games, I am struck by how individualized a team sport baseball is. Every pitch, every swing, every play depends on individual skills. Sometimes I feel as if I’m living and dying with every play—for my kids and/or for the kids who have just done something fabulous or, well, utterly imperfect (and who might be completely bawling—inside, of course).

In the end, though, a baseball game isn’t won or lost on one play, one pitch, one hit—or by any one player. Everything and everyone has to work together; it’s a culmination of individual skills and plays. (And as Yogi Berra once said, “It ain’t like football. You can’t make up no trick plays.”)

There really aren’t trick plays in the most basic elements of communications either.

There are, however, specialized skills that are essential to an organization’s effective communications, and everyone must work together to send out consistent messages through specific activities and tools. Communications pros must be able to craft messages that reflect and promote strategy, whether the strategy supports sales, advocacy or policy, fundraising or brand awareness. Senior staff and other spokespersons must be trained to deliver the messages effectively. Everyone needs to understand the messages and be able to talk about the organization, product, program or service so that they support your strategy through clear communications.

For your organization to reap the full benefits of communications, your PR staff should be involved in planning of any events, programs or products. Communications elements should never be after-thoughts; they should be integrated throughout your process. They can tie together seemingly loose ends or incomplete tactics. It will pay off in the long run, as initiatives are rolled out with elements that maximize promotional possibilities.

It’s easier said than done, of course. Like turning a double play. Effective communications relies on planning that integrates many elements and individuals working together. Everyone needs to keep their essential communications skills finely tuned and work to stay connected with your strategy. Keep that ball moving around the horn to be sure you can hit that target on every play—routine grounder or a game-changing play at the plate.

Thanks for making it through the entire first post. I hope you’ll stick with me for periodic metaphoric musings about the art of writing, the intelligence behind strategic communications and the beauty of America’s pastime (born in the Garden State, just like my first Little Leaguer).