101 words of advice – find out if you’re talking to yourself

“The biggest single problem in communications is the illusion that it has taken place.”  Read that last week and cheered.

The notion that the simple act of delivering a press release or conference speech means “communication” can be struck off the To Do list is as common as it’s deadly.  It’s why outputs (number of releases/ size of events) are often used to measure success when it’s outcomes (changing behaviour/ converting enquiries into sales) which matter.  I’ve written before about how difficult proper evaluation is, but without it you don’t know if you’re actually communicating or just talking to yourself.

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