Do you find that getting communications right can seem overwhelming? 

Often fuelled by the myth that it requires big budgets, big teams and big ideas.
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That’s not really the case. At Glint, we believe a human approach is the single most important factor.
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Don’t get us wrong, we love big ideas, but it’s what makes them stand up that matters. 
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It’s the ‘beating heart’ of brilliant communications; and it’s keeping everything alive.  
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We put together a list of the eight most fundamental points for your brand to hit all the high notes and deliver a symphony, not just a solo.

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1. Be crystal clear on your outcomes.

Sounds obvious? This part is often overlooked. 

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✅   Do: define action-oriented outcomes such as doubling the number of request-for-proposals, increasing your subscriptions by X or or growing your community by Y. 

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❌   Don’t: be vague. Avoid terms like ‘raising awareness’ or ‘building profile’. Both are ‘givens’ but further clarity is essential.

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2. Really get to know your audience.

Empathy is the most powerful aspect of all good communication. 
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✅   Do: ask yourselves: what do our audiences care about? What drives them? What keeps them up at night? What do they need more/less of? What excites them? 
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✅   Do: find cost-effective and efficient ways to conduct surveys. The findings can also be used to shape a solid data-driven PR campaign. 
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✅   Do: stand out through your empathy. Define yourself on it. 
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❌   Don’t: make assumptions or only ask a handful of people.

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3. Stay in tune

Being consistent with your tone of voice is vital for a compelling brand or business narrative. 
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✅   Do: produce clear guidelines, which everyone can refer to. 
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✅   Do: think about the kind of relationship you want to build with your audience and form language around it. Like any relationship, what you say and how you say it matters.
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✅   Do: include examples, descriptor words and phrases.
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❌   Don’t: chop and change, depending on platform or subject matter. 
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❌   Don’t: use business jargon or generic business language.

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4. Choose the right channels 

Prioritising the best ways to deliver your story will make your comms work harder.
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✅   Do: fully understand all the channels available, what they do, and what they require.
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✅   Do: be realistic. If you have lots of product launches or unique insights, then PR could be a great way to tell that story. If you’re starting out and looking to build communities then social media is a priority.
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✅   Do: Consider all the options, including (but not limited to) PR, social media, email marketing, newsletters, stunts, events, podcasts, influencer marketing, LinkedIn, speaker opportunities, paid advertising and sponsorship. They all have unique attributes. 
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❌   Don’t: Just focus on one at a time. Get all the instruments playing together. 

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5. Create a good experience

Strong, high quality content doesn’t just resonate, it reverberates. 
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✅   Do: focus on delivering valuable, relevant and engaging information in a clear and compelling way.
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✅   Do: where appropriate be funny/unique/interesting - seek creative ways to design and deliver information. 
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✅   Do: be visual and spend time on developing imagery that tells your story. 
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❌   Don’t: put stuff out for the sake of it or prioritise quantity over quality. 

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6. Get real time feedback 

Measuring your success provides real time feedback and allows you to refine your approach over time. 
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✅   Do: track key metrics e.g. viewership figures, engagement and open rates. 
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✅   Do: be open minded! There might be surprises. Welcome them. 
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❌   Don’t: be afraid to tweak and refine your strategy based on feedback from data. It never lies. 

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7. Create a real conversation 

Listening and responding builds trust and engagement and shows authenticity. 
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✅   Do: encourage dialogue with your audience through comments, surveys and feedback mechanisms.
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✅   Do: respond! 
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❌   Don’t: be one sided with your comms or ignore negative feedback 
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❌   Don’t: feed trolls! 

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Be on time! 

Being timely and relevant demonstrates authority and insight. 
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✅   Do: address current events, industry trends and audience concerns in real time
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✅   Do: keep on top of relevant news for your industry and be prepared to join the conversation. This is very important for PR!
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✅   Do: always ensure scheduled posts are relevant and appropriate 
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❌   Don’t: think that staying in the know isn’t a priority. It absolutely is!

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If you’d like to talk about your communications, we offer a free hour intro session, so feel free to get in touch at  charlotte@weareglint.com