Meriza La Key

I have always had a love affair with words. Since an early age, I have grabbed every book I could lay my little hands on. It was also during these times that my interest in poetry was sparkled.

With an extreme passion for English Literature, I completed my Bachelor of Arts in Communication Science and set out to create an oyster out of my world. Along my journey, I picked up many passions.

I was introduced to the world of business journalism for which I have a soft spot, I love creative, push-the-boundaries writing, and I have an inherent love for all things 'African'. I also have an acute (but healthy) addiction to nature, running, coffee and wine.

COMMUNICATING IN THE AGE OF TECHNOLOGY

Research has confirmed that organisations that excel in their communications also excel in their financial performance. In fact, a study by Watson Wyatt Worldwide has found that companies with highly effective communication practices have a 19 percent higher market premium, 57 percent higher shareholder returns over five years, and levels of employee engagement are 4.5 times higher than their competitors.

The thought of communications leaves us a little overwhelmed mostly because we have no idea where to start. The execution of an effective communication strategy (internal or external) should not be rocket science. A strategy is not only a plan to attain future goals and objectives but it should also map out the road on how to achieve it. The most important part of creating a strategy, however, is that it should speak to its intended audience.

There are some important attributes an effective communication strategy must contain. To me, they include :

1. Use proven communication channels
You can communicate through a variety of channels – but using more or new channels doesn’t automatically result in better communication. Your message might be new, but your communication channels needn’t be. If, however, you do introduce a new channel of communication, keep in mind that most people do not like change and do not open up easily to new technology. Use a subtle introduction and allow for assistance to help employees ease into the new changes.

2. Use simple language
Your strategy might be a complex challenge but your words need to be kept simple. Use short words, short sentences and short paragraphs. It is a misconception that ‘big’ words are ‘cool’. Long, dragging paragraphs and ‘big’ words are not impressive. People usually lose interest half-way through. Stick to short, clear and concise sentences to make your strategy easily understandable to your audience.

3. Inspire
Forcing a new strategy on employees will leave them confused and bewildered. An inspiring message might capture their imagination and tickle their interest. An inspiring vision will create a sense of ownership, commitment and energy among people.

4. Give your strategy a face
Research shows that people remember first the form, then the colour and finally the text. Help employees remember your strategy by developing a catchy name and logo. It will boost recognition.

I believe communication has transformative powers if used correctly and integrated into a strategic plan.