I created this video to illustrate one of the online video makers I recommended in a previous post, but it actually illustrates my most important communications philosophy, to start with the purpose in mind.

We can get so busy with multiple projects on the go that it’s tempting to jump right into doing something, anything, to get our message across. As a communications consultant, the most frequent requests are videos and tweets. My most frequent response is who are you trying to reach, where do they currently get their information, why do they need to know what you want to tell them, and what do you want them to do? Often the answers to those questions reveal that video and social media are not the best tactics to reach the intended audience.

A communications plan doesn’t need to be complicated — in fact, it shouldn’t be — but you need a plan. Why? Well I just happen to have a video explainer:

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