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of the information, in an interesting way, in a number of places, and in a consistent manner. So why is it not having the right impact? There are two reasons: We’re not clear about what we’re trying to achieve. We don’t know enough about who we’re talking to, to achieve it. The standard process most communicators go through when they’re asked to formulate a communication is to get all the facts from the business partner, choose an angle, get their creative juices flowing, bring it all together into a written piece for the audience and top it with an amazing headline.
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