When Feedback Fails:
Lessons on Strategic Communications
Lessons on Strategic Communications
Recently, I came across board meeting minutes that should prompt any public leader to reflect on the need to BE INTENTIONAL with their organization’s communications work.
THE INCIDENT
A resident visited a district’s headquarters with a copy of their mailed newsletter, declaring it a “waste of money” and criticizing the font color as unreadable.
What was the board’s response?
The board issued a single action item: Reconsider the font color.
How could the district have better responded to these concerns?
The resident declared the publication
was a “waste of money”
Recognizing Good Intentions
First, let’s acknowledge the positive. This district is making efforts to reach all neighbors in its service area, offering both digital and print media. This commitment to inclusive communication is commendable.
The Critical Error: Lack of a Comprehensive Plan
However, communications efforts without PLANNING can lead to missed opportunities. While font color is indeed part of an organization’s design and brand, this resident’s comments spoke volumes beyond mere aesthetics. The board’s narrow focus on font color ignored critical messages implicit in the resident’s feedback:
Perceived Value: The “waste of money” comment suggests a disconnect between the district’s communication efforts and the residents’ perceived benefit.
Accessibility Issues: Beyond just color, broader readability concerns might be an issue for various demographic groups.
Content Relevance: Are the newsletter’s contents meeting the community’s information needs?
Public Perception: The resident’s effort to provide in-person feedback indicates a level of frustration that merits attention.
THE PATH FORWARD
This incident highlights the crucial need for a comprehensive communications strategy. Organizations should:
HCG AS YOUR RESOURCE
At HCG, we specialize in helping organizations maximize their intentions, identify priorities, and increase their connections. We can support you in developing and delivering communications tasks, large and small, that will truly resonate with your audience.
From website creation and maintenance to printed communications materials, we’re eager to support you as your trusted resource!
Don’t let valuable feedback fall through the cracks. Let us help you turn important input into impactful, strategic messaging.
We would be honored to serve you.
HCG is a self-certified Woman-Owned Business (WBE)
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