Most communications problems don't start with communications

I've spent a lot of time looking at websites over the years.

Not because I build them as comms assets for people and organisations, but mostly because they’re often the first thing people decide is broken when shit has almost certainly gone pearshaped.

"The website isn't working."

"The website needs a do over."

"Our website doesn't really explain what we do."

“Ugh, our website is awful”

The website sits there quietly taking the blame for all sorts of things.

Poor website.

It didn’t make itself. It didn’t decide what your organisation stands for. It didn’t create six versions of the same message. It didn’t make every department write in a completely different tone. And it didn’t decide who the audience was.

It did not make itself.

Most communications problems don't start with communications.

They start somewhere else and eventually show up in the communications.

The website is just where everyone notices and gets a bit salty over it.

The same thing happens with newsletters, social media, media coverage, membership engagement, and even recruitment campaigns.

The newsletter isn't being ignored because Mailchimp sucks. Well, maybe a bit.

Social media isn't fighting for visibility or engagement because the algorithm hates you personally.

The media aren't ignoring your story because journalists are conspiring against you.

Usually these problems show up because nobody has stopped to agree on what the organisation is trying to achieve, who it's trying to reach, or what it wants people to do next.

Once those questions and answers are clear and agreed, the communications part often gets a lot easier.

The website starts making sense. The content gets easier to write. People stop saying six different versions of the same thing.

And everyone can stop bullying the website.

It's been through enough.