The importance of brevity in corporate communications

Good communication is part of the secret of success for any organization. Major blue chips such as KPMG, Whirpool and Esri use a range of apps to facilitate communication between departments and stakeholders – YUDU has helped to build many of these apps.

Helping top clients deliver and achieve their communications goals has led us to think about how importance brevity is, for both internal and external communications.

Internal Communication

Buzzwords are not very effective for internal communication. Firstly, they stifle any personality and make a message just sound like a stream of jargon. Next, they distance the reader from the main point of the message and just take too long to absorb:

‘In order to leverage future-proof solutions at YUDU, we are running a complex procedure of implementation across the business’.

Are you still with us? We were just testing!

Finally, they take little consideration for international colleagues who might not be totally fluent in the language and to which buzzwords are likely to alienate further.

When you deliver a corporate message what you want a reader to do is either make a decision, take action or absorb information. In order to make this happen, leaders now employ strategically-minded teams with the ability to translate messages into meaningful concepts for employees.

External Communication

Nowhere is the clarity of words more important than communicating externally with investors. When it comes to investor communications, you’d imagine that firms speaking in their native language would be at an advantage.

However, according to a recent study from the University of British Columbia, this is not the case. The research shows that foreign firms actually work harder to write clearer text and often make up for a weaker vocabulary by presenting more numerical data than their American counterparts.

What effect does this have? According to Ludholme, an accounting professor at the University: “Firms that provide more readable disclosures have more institutional investors. We compared companies within the same country — two firms inside South Africa, for instance — and the one that provides the more readable disclosure got more institutional investors.”

Further reading

If it’s time to improve on internal and external communications at your place of work, there are a few tips in Liam Fitzpatrick’s latest book on Internal Communications. One tip that really stands out is the need for listening and engaging rather than telling. So listen to your colleagues and mirror their language. Don’t resort to jargon and keep things simple.

For information on a range of communications apps available from YUDU Media, please get in touch

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