September 19, 2007
These days everyone seems pressed for time. Time has become a precious commodity and in public affairs it is now essential to get to the point in communications faster than ever before.
Time magazine recently reported that in 1968, the average length of a presidential candidate's sound bite on TV newscasts was 42 seconds; now it is down to only eight. The reason for this change is because news programs realize that they are not only attempting to reach an audience with a supposedly short attention span, but one that is also bombarded by a constant flow of information from TV, Internet, cell phones and other individuals and devices.
In public affairs, behavioral changes must reflect this new reality. In order to compete for attention, it is becoming increasingly clear that you must be more direct and concise in your communications, conveying crucial points up-front to ensure they are not missed. After making your key point up-front, there can be time afterwards to back up your statement with supporting proof-points.
For example, to compete for attention, consider writing the desired action or request in the subject line of an email. You can always restate the request and provide a rationale in the body of the email.
Getting to the point does not mean you should communicate in a cold, clipped manner. It simply means that at the beginning of a communication, whether an email or conversation, it may be helpful to communicate what you want or want to get across. What this shows is that just as you value your time, it is only right that you value the time of others.
An up-front communications style should not neglect the need to make a compelling argument. It is still essential to know your audience and create personalized messages that use credibility, emotion, facts and persuasive rhetoric. The difference is the way you format your argument and communications, getting to the point right away, rather than after making your case.
Sometimes the best approach is to use numbers or bullets to make your points. At the very least, such an approach creates a visual break for the reader, making it easier to grasp your central points.
It is never easy to get someone's attention, but being clear, concise and to the point in your communications can help ensure your voice is heard. Only then can you have the best shot at generating positive results.