Are you a communicator and do you like to philosophize about your job? Between doubts and contradictions, what questions punctuate your daily life (or not!)? 👀 The We Are COM team decrypted the fascinating and frustrating questions of the world of communication. For every dilemma, a solution! 🧠 Diving into the twists and turns of the communicator's mind.
#1 Why do our best ideas come to us… in the shower?
The dilemma: But why is it always between shampoo and conditioner that the best ideas come up? While after an hour of brainstorming and 2 liters of coffee, sometimes nothing works.
The solution : Installing a shower in the meeting room? It's up to you... 🙃 Otherwise, you can simply put things into perspective by telling yourself that there's no point in over-using your brain. More often than not, the best way to stimulate your creativity is to take a moment to relax. Learn to let go.
#2 How come the “buzz” always comes at the wrong time?
The dilemma: Why is this campaign that you all think is great, this experimental project that was supposed to become THE new trend, failing to break through? And above all, why is this hastily written post making the algorithms explode? The buzz is definitely not an exact science.
The solution : Perhaps it is by freeing ourselves from all expectations, or almost all, that we manage to communicate with more sincerity? What if the real secret to buzz lay in authenticity?
#3 Does anyone actually read our newsletters?
The dilemma: As any communicator knows, designing a newsletter is time-consuming. We spend hours working on our texts, choosing our visuals and refining every tiny detail. But what's the point if your subscribers decide to ignore this work that you are so proud of? Besides, does your newsletter even arrive in the mailboxes, or does it end up in the void of spams ?
The solution : Putting aside your dreams of grandeur for a while… You can’t stop people from to. Tell yourself that quality is better than quantity. If only a few targets are reached by your work, that's already something gained. Better one passionate reader than 10 readers who go elsewhere. ????
#4 Is a “creative PowerPoint” really possible?
The dilemma: In theory? It's possible! In practice, it's another matter. Restrictive templates, graphic charter... slides tend to look the same. But are we really condemned to creating presentations that don't excite anyone?
The solution : Focus message! A presentation is in the service of a message and not of originality. Save your creativity for later and stay focused on the information you want to convey. And remember that simplicity often leads to better understanding.
#5 Are influencers our friends?
The dilemma: We must collaborate with the influencers, they are super useful. However, your role as a communicator sometimes turns into that of a schoolteacher? Is monitoring them and constantly reviewing their content really your job? Ultimately, does the influencer want the best for you?
The solution : Think give and take. Influencers are valuable allies for communicators, so why not give them the benefit of your expertise in return? The best solution is to create sincere relationships with content creators who share your values.
#6 ROI, is it an exact science or a myth?
The dilemma: Let's be honest: what communicator has never questioned the ROI (return on investment) and the numbers that are supposed to explain everything? How can we summarize the emotional impact of a the countryside or the magic of a brilliant idea with simple percentages?
The solution : We have to accept that ROI is not a perfect tool. But it remains essential to measure the effectiveness of your actions in the long term. So, even if all your successes are not translated into figures, do not lose sight of the fact that strategic communication is also based on concrete indicators. In short, ROI is a bit like a GPS: it doesn't tell the whole story, but it helps you stay on course. 😉
#7 Why do our friends think that “doing PR” means “posting on social networks”?
The dilemma: Can we really escape this cliché?
The solution : Be patient and arm yourself with pedagogy. Finally, Isn't the primary mission of a communicator to know how to explain concepts and argue ideas? Talk about your work, its challenges and the many issues you face.
#8 Are audiences really “personas” or are we all kind of the same?
The dilemma: We spend a lot of time analyzing ultra-detailed personas. But, we would know if an audience was that predictable, right? What if our customers' personalities were much less nuanced than we thought?
The solution : Each audience is unique in its own way. So, Even if the persona is not an absolute truth, it allows us to give a certain number of clues. Be careful, developing personas should not be a hindrance to your instinct and flexibility. Listening remains the best way to know your targets.
#9 Why does the simplest project always end up becoming the most complicated?
The dilemma: « Great, it's done in 1 hour! » Ouch, ouch, ouch… a project, even a very simple one, can sometimes become complex and drag on. We have even seen small ideas turn into full-fledged communication campaigns. But why does the real brief always arrive too late?
The solution : It's not a curse! Knowing how to improvise is the essence of our profession. To avoid any unpleasant surprises, the best thing is to learn to anticipate. Clarify expectations, set limits, plan actions, think about everything and especially the validation deadlines.
#10. Bonus: Why does communication use such jargon?
The dilemma: Acronyms, the frenglish and all these terms that are more annoying than meaningful, why do we feel obliged to use them? This jargon creates distance, even incomprehension, with certain colleagues. And yet, we are the first to talk about " brand identity , Of " touchpoints ", "SEO" and "CTA" without batting an eyelid. But why?
The solution : Well, It is up to us to reverse this trend, or at least try. To make our universe more accessible, there is nothing like making our language understandable.
