Page 47 - Warwickers Communication Counts v2015
P. 47
translate 47 TRANSLATE YOUR MESSAGE
your message
Audiences care about value and how the communication affects
them (WIFM) – you are shaping what they think about.
1) Understanding your 2) Translate your message for your
audience target audience/ stakeholder
q Their role q Why do you need this communication? Simple intent?
q Their needs and wants q Empathise with the your audience and understand their
q Their language
q Their culture needs.
q Education level q Focus on your intent to get your core content and then
q What motivates them?
q What interests them? your supporting messages.
q What is important? q Start with the facts that affect them.
q What engages them? q Keep it as simple, clear and short as you can.
q Put the heart in through what you emphasise.
ASK THEM q Use their business language.
q Use relevant anecdotes and stories.
q Where is the value for them?
q How are you getting their attention?
q Get the tone right based on the sender and receiver.
q Review with the audience to check it is relevant and the
message is understood as you intended.
Recognise for global audiences communication will need to be translated. Even if the
business language is stated as English, check comprehension levels of all audiences. Use
locals to translate based upon intent/ outcomes and feelings rather than a literal
translation. Also do a culture check for language choice, pictures, metaphors and stories.
Check preferred communication styles and auditory, kinaesthetic and visual preferences.
your message
Audiences care about value and how the communication affects
them (WIFM) – you are shaping what they think about.
1) Understanding your 2) Translate your message for your
audience target audience/ stakeholder
q Their role q Why do you need this communication? Simple intent?
q Their needs and wants q Empathise with the your audience and understand their
q Their language
q Their culture needs.
q Education level q Focus on your intent to get your core content and then
q What motivates them?
q What interests them? your supporting messages.
q What is important? q Start with the facts that affect them.
q What engages them? q Keep it as simple, clear and short as you can.
q Put the heart in through what you emphasise.
ASK THEM q Use their business language.
q Use relevant anecdotes and stories.
q Where is the value for them?
q How are you getting their attention?
q Get the tone right based on the sender and receiver.
q Review with the audience to check it is relevant and the
message is understood as you intended.
Recognise for global audiences communication will need to be translated. Even if the
business language is stated as English, check comprehension levels of all audiences. Use
locals to translate based upon intent/ outcomes and feelings rather than a literal
translation. Also do a culture check for language choice, pictures, metaphors and stories.
Check preferred communication styles and auditory, kinaesthetic and visual preferences.
