Effective
communication is the sum total of three elements:
a careful plan, good design
and a well-structured message.
Strategy defines purpose. Design affords momentum. But words provide critical mass.
Words make things happen.
As both the
message and the medium, skillful writing incorporates
an appreciation of the
audience with a clear understanding of the task at hand:
to inform, interest,
incite, excite, educate, or entertain.
The stylistic approach is tantamount
to the prose itself;
credibility is as much a matter of how facts are presented
as it is of what facts are presented.
So, let’s
talk about how a few well-chosen words
can move your audience to
action –
and your organization closer to its objectives.