Messages are conveyed in a wide range of ways, not just by our words. Any conflict between all these messages which are being conveyed simultaneously by different means will make it much more difficult to get your message across successfully. This becomes especially important if the organisation is involved in any crisis or controversy but it is also central to your marketing andpositioning strategy.
To ensure that your message is being conveyed clearly and consistently, check for congruency between any of the following aspects of your business which might be applicable in a situation:
- words
- comments
- actions
- public statements
- media releases
- interviews
- gestures and body language
- tone of voice
- facial expressions
- attitudes
- sponsorships
- profile
- image
- past reputation
- advertising
- market position
- expectations held by the community
- status of spokesperson
- gender of company representative
- staff dress and uniforms
- logos
- pictures
- illustrations
- photographs
- other visuals
- physical presence
- buildings
- entrance or foyer
- facility
- legal actions or statements
- business cards
- stationery
- publications.
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