Brightmen and Coolwords introduces dilemma solving methodology as tool for developing more effective communication strategies

To a large extent, the art of communication lies in the ability of organisations to get on the same wavelength as their constituents. Ideally, content and style of communications should be tuned in various ways in order to connect with different groups of stakeholders. However, stock market regulations (fair disclosure rules), real-time reporting, and combined stakeholder relationships (for instance the employee, consumer, investor, local community worker/stakeholder combination) are driving standardisation. More often than in the past corporate communicators have to issue uniform statements to stakeholder groups with varying interests and orientations.

Best practices not always effective

It appears to be difficult for organisations sometimes to manage issues and perceptions successfully. An important reason for this lack of effectiveness seems to be that every professional discipline has developed its own tried and tested solutions, commonly referred to as “best practices”. However, when the way in which an organisation communicates with its constituents does not match the preferred solutions - or communication style - of a particular the stakeholder group, this gives rise to cognitive dissonance. By reconciling the objectives of different groups of stakeholders, organisations can create stronger messages that appeal to a broader range of stakeholders.

Eight common dilemma’s

Based on qualitative research Brightmen and Coolwords has created a powerful tool that helps companies to develop more effective communication strategies. Through the Brightmen and Coolwords Communication Orientation Test clients can measure the extent to which their organisations are successful in solving eight common dilemmas: 1.) consistency versus creativity, 2.) transparency versus commercial interests, 3.) detailed reporting versus general impression, 4.) analysis versus opportunism, 5.) risks versus idealisations, 6.) ratio versus emotion, 7.) one-to-one relationships versus mass communication, 8.) numbers versus stories.

Synergistic solutions

An analysis of the test results enables clients to quickly identify the level of agreement, or cognitive dissonance that exists concerning the existing communications practice. In addition, it provides insight into the level of acceptance with regard to “synergistic communications solutions”. The next step is to help the organisation's communications team to develop strategies that are in sync with these synergistic solutions.

To obtain a free sample test report, selected corporate communications managers are invited to fill out the questionnaire posted on www.test.brightmenandcoolwords.com . Those who are interested in participating in this initiative, can contact the agency by sending an e-mail to research@brightmenandcoolwords.com