Good communication is a call to action, it is asking your audience to have an emotional response and do something, whether it’s buy your product, apply for your job or join your campaign.
Communication is as much about listening as it is about talking. If you want people to listen to you, you have to listen to them and find out what floats their boat, whether it’s saving money or ending poverty.
And good communication needs commitment because you have to keep listening and tweaking the message as your priorities change, your audience loses interest and your competitors steal your ideas.
Minister responsible for the Legal Services Act 2007