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GREAT COMMUNICATION SECRETS OF GREAT LEADERS
Broadcast voicemail is a method a leader can use to get the message

out. You can use voicemail the same way as email, but it has one further
advantage—the personal touch. Voicemail conveys the tone and per-
sonality of the speaker. And as with email, keep all voicemail messages
succinct and to the point. Otherwise the message will be erased.
INTEGRATED COMMUNICATIONS PLANNING
Of course, for maximum impact, it may be appropriate to use two, three, or
all of these media. If the gravity of the message is weighty, it deserves multi-
ple channels and multiple forms of media. Leaders need to plan how their
messages will be disseminated. We call this planning integrated communica-
tions—multiple channels and multiple media working together. The virtues
of integrated communications are threefold: One, you can design a message
to work in different ways for different media; two, you increase the chances
of the message’s being seen and heard; and three, you can use the media to
keep the message fresh and alive—and therefore of greater interest.
A good example of integrated communications is the launching of a new
vehicle. Commercials appear on television and radio. Ads show up in maga-
zines, in newspapers, and on billboards. And the vehicles appear in dealer
showrooms. Likewise, companies that want to communicate key issues may
convene an all-employee meeting, send letters to employees’homes, and post
banners in employee cafeterias. In both instances, the organizations are inte-
grating channels and media to ensure exposure to the message.

FREQUENCY
Once is rarely enough; repeat, repeat, repeat is typically the rule. The gravity
of the message dictates the amount of repetition. It is important to repeat the
message frequently and in new and different ways. Varying the media used
can assist in this effort. Use video for one announcement. Choose a meeting
for a reiteration of the message. Post banners for thematic tie-ins. And use
email to reinforce key points. In this way, the recipient receives the message in
a variety of different ways over a period of time.
A word about budget: Video and print can be expensive, but in-house pro-
duction facilities can reduce the cost. Furthermore, you can use other forms of
media, like articles and webcasts, to carry the bulk of the message and be
selective with more expensive media.

REACHING THE RIGHT AUDIENCE

The content and delivery of the leadership message are dependent upon the
audience’s needs and expectations. Just as advertisers target their messages to