Useful communication isn't about the flashy stunt
In a world saturated with messages, the temptation is to create the one 'big hit'. Effective, useful, credible communication relies on something else: a structured vision and aligned messages.
1. The comms 'stunt': a flash in the pan?
Some stunts can create a spike in awareness. But without a solid foundation, they leave little lasting trace.
Audiences are more demanding: they expect consistency, sincerity, continuity. A strategy built only on 'big moments' is unstable by nature.
2. The illusion of originality
Trying to stand out at all costs sometimes leads to the absurd. A 'differentiating' action can miss the mark if it isn't connected to the organization's positioning.
Being audible isn't enough. You also need to be credible, aligned, understood.
3. Useful communication: readable, continuous, structured
Useful communication is based on:
- A clear editorial line
- Identified key messages
- A controlled frequency
- Well-chosen channels
This rigor gives weight to public speaking — including during 'big moments'.
Conclusion
Buzz is seductive, but short-lived. Trust is built over time.
Choosing useful communication is investing in the solidity, readability and lasting impact of your message.
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