Intentionality in communication is not achieved overnight. It is a continuous process. It is more of a slow burn than an immediate success. As with a huge investment, ROI takes some time.
Purposefulness alone may require a deeper degree of reflection, and this does not happen in a single moment. Add objectivity to the deliberation phase and just the initial course can feel like a tortoise pace than a gallop.
Intentionality in communication and content is conscious and deliberate. It requires planning and sustained effort.
ICYMI and before reading on, check out our recent article on intentional communication here.
• Start with a clear purpose.
Intentional communication, by the term itself, is anchored on an intention.
In public relations, the purpose circles back to the goal of the organization and/or brand, which is based on their needs or pain points. This goal can be increased visibility, sales boost, network expansion, investor relations or community building.
Whatever the goal or pain point, PR teams craft a communication plan to address the particular concern. This alone makes the communication intentional.
• Craft a content strategy that supports the communication plan.
Define the overall narrative early on. A content plan tethered to the communication objective guarantees all content creation work is aligned to the overall goal. This means all content regardless of format, medium or platform echoes or supports the overarching narrative and message.
It also ensures content is designed for the target recipients and as such is always relevant and of high value.
Intentionality in communication and content here helps the content planners and creators stick to the content plan or calendar and therefore to the original messaging. While flexibility will allow some material to veer off on a tangent such as to take advantage of trending posts or react to a big issue, overall the content is aligned and emphasizes relevance to the user.
• Plan a content calendar for a set period and in alignment with the overall strategy and narrative.
Intentionality in planning and creating public relations content involves knowing not just the business or brand but the audience as well. And not just what they prefer viewing. The algorithms will reveal this.
What the audience wants to know, what resonates with them, when and how they want to receive information. These are all important. Integrating all these with brand purpose will yield a content plan that hits the mark.
All these said, a certain degree of flexibility in the content plan is not without merit. This will provide for some wiggle room for when there is a need to create content in response to a pressing company, industry or market development, even sociopolitical issue or just viral trends. It will not mean a departure from the overall narrative.
But why a set period? This makes it easier to audit content later to see if the plan is working and make changes as necessary.
• Create content and distribute it.
This is where the true test happens. It is not easy to be deliberate with content and communicate the same message different ways.
Neither will it be interesting for the audience to be receiving the same information all the time. The trick is to identify several core topics or pillars that support the umbrella message or narrative. Maybe three to five content pillars for starters.
Build material around these content pillars, even generating subthemes to broaden the content selection. Then alternate or rotate the topics and subtopics depending on the content plan period.
This makes content less repetitive and boring yet related and complementary. It also makes the work less taxing and boring for the production team and the audience both.
Remember the Rotary four-way test? Is it the truth? Is it fair to all concerned? And so on … It can help not to stray from the plan toward achieving intentionality in communication.
Similarly, a set of questions or a checklist can serve as a guidepost when creating content and distributing it after. Keeps the team on their toes and the output aligned.
Like when tempted to post something to chase virality or volume on social media, ask first why. Follow it up with who will benefit. Adding to the already high volume of noise on social media will not necessarily bring the brand closer to the market.
• Audit content.
Conduct regular reviews of content. Check alignment with the overall narrative. Check for resonance with the audience. Check if the content strategy helps meet the goal set out in the beginning.
Essentially, center the audit on making sure there is intentionality in communication and content.
Focus on value
Part of ensuring intentionality in communication and in content is offering value, and being consistent about it so as to achieve and retain relevance. So besides reflecting the brand narrative, emphasis should be on what the audience can take away from the material.
This does not mean to limit content to the informative, academic, serious type. High-value material need not be dull and uninteresting. It can inform and educate without being flat.
It is about being creative with the content and formats but staying conscious and deliberate so as to be consistent and not confuse the target audience. All these contribute to establishing credibility and trust.
It is also about having that balance between volume and value. And in this era where authenticity is the anthem of many, substantiate it with material that is correct, true and connects with the audience.
Seven Cs of communication
Whatever the content type or format, the seven Cs of communication must apply if the goal is to achieve intentionality in communication:
- Clarity
- Conciseness
- Concreteness
- Correctness
- Coherence
- Completeness
- Courtesy
Clarity always makes for effective communication. This is why consistency with the message is important, and why the content plan cannot be a one-time thing. Uniform messaging over time removes mixed signals, vagueness and ambiguity, paving the way for understanding and trust.
Conciseness, especially on the internet where attention is fleeting, makes sending the message faster and easier. Keeping to the point facilitates understanding.
Purple prose may make one’s writing seem more intelligent or deep. But if it muddles the message and compromises readability and comprehension, then it has no space in one’s intentional content. It is fluff that offers no value to the reader.
The same reason concreteness and correctness are important. Factual, updated and accurate information fuel credibility as opposed to fabricated and propaganda material.
Coherence necessitates the material is logically organized and flows seamlessly. Structure and grammar play a significant role, the former providing a clear roadmap that makes comprehension so much easier and grammar ensuring words and meanings are linked and offer continuity.
Completeness and courtesy further serve the reader’s needs. Intentional content delivers on the promised information or value, not leaving them hanging with lots of questions or doubts.
Sensitivity in content reflects respect for the reader. This requires mindful consideration of cultural beliefs and avoiding biases and stereotypes. A slight, even unintentional, can mean serious damage in this era of cancel culture. Empathetic material resonates and builds while disrespectful content breaks and destroys.
Intentionality in communication recognizes that virality alone does not define good content. It necessitates a more proactive approach to content planning and design. But the work put into aligning intent and message ensures content value for the audience, fostering understanding instead of mere exposure and connection beyond just coverage.
After all the metrics are measured, these need be asked still: Did the communication remain anchored on the goal and audience throughout the process? Was the message intact and sent across? Was intentionality in communication adhered to?