Strategic communications are precise communications

Language is a strange contradiction. On the one hand, it is technical and objective, with precise rules for conjugating verbs, selecting pronouns, using proper punctuation and so on. On the other hand, it’s a messy, subjective affair. Different words have different meanings to different people, based on geographic, cultural and even economic status. One classic example is the word “apple.” The image conjured in your mind might well be that of a glistening red Gala with a single green leaf hanging from the stem, whereas I might have meant a tart green Granny Smith devoid of leftover foliage. This idea – that the simplest words may have multiple interpretations – underscores how easily misunderstanding can slip into even the most technically perfect and grammatically accurate communications effort.

The need to be precise isn’t limited to word choices, though. It’s also important for sentence construction and content structure. Content pieces need to flow properly, with one point leading naturally into another. However, that flow has to be controlled precisely, with ideas working in conjunction with each other. Thinking strategically about content flow, sentence structure and word selection is critical to ensuring your message connects.

Have an exact goal for your content

It’s easy to sit down and start typing about a subject, but unless you have a specific idea to convey, you can get bogged down in irrelevancies. You need to have an exact purpose to build your content around, and a thorough outline to control the flow of information precisely.

Be mindful of your sentence structure

There’s a reason why misplaced modifiers are considered one of the deadly sins of writing. Though it’s true that the occasional ill-conceived sentence can lead to an amusing headline – as an example, “Dead body found by tree” implying that some sentient oak located a sought-after corpse – this kind of imprecise writing can also cause confusion and frustration for readers.

Choose your words wisely

There are plenty of words in the dictionary and though some may be synonymous with others, there are subtle variations in the definition of each. You don’t want to confuse readers with needlessly complicated diction, but you should make a point of choosing words that are as exact as possible without forcing people to search for definitions while reading.

Be precise and concise

These days, when the next piece of content is merely a click away, it’s more important than ever to be concise. Not only do you need to choose your words carefully, but you also need to know when it is important to do so. It does no one any good if you’re wasting words on irrelevant details, nor if you’re being imprecise when exactitude is required. The ability to distinguish between when the specificity of apple types is important (for a recipe, perhaps) and when just plain “apple” will serve your purpose is critical to writing concisely.

Every detail is important to strategic communications. It isn’t enough just to get your content read; key messages need to be cleanly delivered, without the confusion that can result from imprecise writing. Content creators should understand the subjectivity of ostensibly objective words, and how to manipulate content and sentences, using precise structures and language that leave little room for misinterpretation. Precision writing is not easy, but done properly, it can be a powerful tool for strategic communicators looking to make an impact.