There’s an old adage in the communications world that goes something like this, ’Your message is not what you say, not what you write, it’s not even what they hear, it’s what they take away.’

Sounds obvious but how many communications plans start out with some key messages that look sensible on paper but by the time they’ve been communicated come to mean something completely different to the people they’re meant for.

The main point is the understanding and appreciation of your audience. Who is it you’re communicating to? How receptive will they be to the particular message? If the audience is your employees how do they like to be talked to? Is it simple language for the shop floor or jargon (hopefully not) for the management?

Writing for a particular audience can be a challenge. Putting yourself in their shoes and understanding what ticks their boxes really demands that you spend time at the outset considering the various target audiences for a communication.

Above all, don’t assume that because you’ve said it that you’ve communicated it.