The noise level inside companies today is louder than ever before. Thus, making it more difficult for executives to get important messages to stick and, ultimately, have a lasting impact on business performance.
That’s why C-level executives must get serious about their communication pull-through and activation strategies.
What is communication pull-through and activation? It’s the disciplined and sustained process that ensures strategic messages are heard, embraced and acted upon at every level of the organization.
Think about it. How detailed, disciplined and sustained was the pull-through and activation process when strategic corporate priorities were rolled out this year? What about the new brand promise? What about changes in the company’s go-to-market strategy?
If you’re like most executives, you gathered top-tier leaders from across your organization and shared this message with them at a virtual event. From there, you assumed leaders would passionately and consistently share that message throughout their area of the business. Maybe you even sent out a company-wide email.
Well, having worked with large, complex organizations for more than 20 years, we can tell you … this doesn’t cut it. Without an intentional and sustained pull-through and activation strategy behind your message:
The message … is NOT communicated correctly.
The message … is NOT shared persistently.
The message … is NOT acted upon by frontline employees.
The message … does NOT deliver desired business results.
This doesn’t mean leaders are incompetent. It means they are busy. It means they need help. It means they must have the communication tools, air cover and support it takes to deliver the message consistently. As an executive, that’s your job. You must ensure there is a disciplined, persistent communication pull-through and activation strategy in place to ensure critical business initiatives are a success.
What does a communication pull-through and activation strategy include?
There are five key components:
1. Story: Time and energy are invested to formulate and crystallize a clear, compelling message.
2. Sequence: A communication roadmap ensures the story is compartmentalized into bite-size chunks and delivered in an intentional and sequenced manner.
3. Strategy: A plan targets and tailors the message for relevant roles and areas of the business.
4. Structure: A disciplined communication cadence ensures the message is heard, internalized, understood and activated by all critical stakeholders.
5. Statistics: A method is created for measuring absorption, retention and activation in specific areas of the organization.
In today’s constantly changing, high-speed and distributed business environment, you must realize that critical messages don’t cascade … they don’t translate into action … they don’t impact business results … without comprehensive communications management.
That is a problem. If your corporate story is going to drive financial performance, the messaging development and delivery process has to matter. The C-suite has to deliver that message loud and clear throughout the organization.
It is important to remember that your message is not an ad. It’s not a slogan. It’s not the message on your website. It’s the story delivered throughout the customer journey, across all channels and every touchpoint. Yet, why do business leaders look for the quick win when it comes to getting their message in the market? They launch a new campaign or website … and they think the work is done. Then, they wonder why financial metrics aren’t moving in the right direction.
Business leaders have to redefine what the finish line looks like. Landing on a clear, compelling and consistent message is just the starting line.
So, if you want strategic messages and corporate initiatives to be successful in 2021 and beyond — you need a pull-through and activation strategy in place. You need a partner with the communication expertise and methodologies required to engage and activate employees in a way that positively impacts business performance
If you are struggling with getting your message across to employees, partners, customers or future buyers — schedule a briefing with one of our experts. We will share examples of how we have helped leaders breakthrough the noise and engage these essential stakeholders.
That’s Your OnMessage Minute.
