Internal communications, how to get through to the audience
Internal comms devices need to be considered carefully if you’re really aiming to impact your audience and inspire change.
Very often the fact that these communications are compulsory means you’re already fighting an uphill battle. Knowing they have no choice but to sit through a presentation can be an immediate turn off. This is no surprise, it probably reminds them of being in a school class again!
It doesn’t hurt to assume the audience is cynical because even those with a vested interest in the content will have seen their fair share of lacklustre death-by-powerpoint style presentations and videos.
A great way to win the cynical audience back is to shock them early in the piece with the realisation that your piece is different and in our view at Shapeshifter, entertaining. Aim to shake up their expectations by introducing some quality which sets your piece apart.
For instance, in some cases comedy can be incredibly powerful. The moment the audience realises there will be humour their expectations are offset to a hopeful state in which they are open to the idea that the experience might be fun.At Shapeshifter we always put ourselves in the mind of the audience when brainstorming ideas for films and presentations, which allows us to see it from their point-of-view.
All too often clients simply wish to impart information on the audience without considering the fact that the delivery method is actually having a negative impact on their perception of internal communications within the company.
When internal comms work they do more than simply inform the audience, they also strengthen the relationship between the employee and the company. This unifying quality improves employment retention whilst motivating them and supporting culture development.
Audience research and surveys can make a huge difference when justifying an approach and we always recommend some form of this where possible.Wouldn’t it be wonderful if your audience actually chose to watch your content rather than being forced to. If this were the case it would prove beyond doubt that your audience is completely engaged with your content. Whilst this aspiration often isn’t appropriate or practical for primary use it’s a great question to ask yourself when contemplating ideas.