Before you draft emails, newsletters, posters and other ways to explain and promote your wellness program, remind yourself of three probable (and unfortunate) realities about your audience and your message: They don’t really want it. They don’t really have time for it. They didn’t really ask for it.
With that in mind, informing employees about the advantages of participating in your wellness program might be your primary communication goal, but it shouldn’t be your initial one. The original mission is to capture employees’ attention in the first place. A good rule of thumb: You can’t educate or motivate unless you captivate.
Savvy organizations accomplish this by creating wellness communication that is conversational and succinct. They deliver messages with tones and lengths that fly in the face of what other organizations consider to be “proper” and “official.”
Clarity is Key: If Your Messages Aren’t Obvious, They Can’t Be Understood
Businesses that want to sound “official” usually end up sounding confusing or egotistical. The intent of their messages is lost in the delivery, usually because the messages have more to do with the sender (“This is what we want, and this what we think”) than with the receiver (“Here is what you asked for, and this is how it applies to you”).
Today, there’s a Grand Canyon-sized gap between what companies want to say and how they choose to say it. One problem is most workplace communicators neglect to consider the importance of “voice” – the tone of their communication, as determined by their audience. Another reason is workplace communicators eschew clarity – the main ingredient of effective communication – because, well, they use words like “eschew” instead of “avoid.”
The growing disconnect between what employers write or say and what employees read or hear has fueled the “plain language” movement in several industries, including health care. The problem in the medical field is understandable: Highly educated doctors often aim to sound highly educated, and their vocabulary – much like the journals and books they read – are technical. A similar issue often affects company CEOs and presidents, who aim to sound business-like.
But if your wellness messages aren’t obvious, they won’t be understood or acted upon. In fact, they might not even be read or heard. This is especially true when a topic is viewed by employees as important but intricate (improving overall wellness, learning how to make exercise and healthy eating habitual, etc.).
As a workplace communicator, you might have the task of reaching a large variety of workers, including people who struggle to read, and those who can read but either don’t take the time or simply tune out health information. It’s an important challenge. In fact, the National Patient Safety Foundation says the biggest barriers to being healthy are not age, income, education level, race, or ethnicity. Rather, studies indicate that the strongest predictor of a person’s health status is his or her ability to understand and use health information.
“We can’t keep focusing on our information instead of our readers,” says Audrey Riffenburgh, founder and president of consultancy Plain Language Works, LLC. “Clear communication is about focusing on what your readers need to know and then delivering that by making sure messages are relevant and understandable. Putting that communication in plain language doesn’t mean you’re ‘dumbing down’ messages. It simply means you understand the importance of having employees receive them.”
Need to Get Clear? Avoid These Common Problems
1. Getting technical and clinical. Some organizations try to show off their intelligence by distributing long articles or emails filled with jargon. Keep your messages simple and understandable.
2. Covering too much. Say it quick, and make it stick. Listen to seasoned radio sources (politicians, book authors, activists, etc.) and notice how many of them are great at getting their points across in “sound bites.” Decide on your main concept and focus on getting that message across. Then stop. Future messages should discuss related concepts.
3. Failing to highlight important copy. Cut the gist of your message down to an “elevator speech” you can describe in a sentence or two. Make those words the first ones readers see. Don’t “bury” the point.
4. Creating “brick walls” of text. Don’t make readers scroll down several screens to read an email, and don’t pass out an important internal brochure that lacks illustrations, charts, or tables. Include subheads, sidebars, pull quotes, boxes, and the like whenever possible, especially when presenting an idea that can be better understood visually on first glance.
5. Lecturing. Provide take-away value. Remember, your audience is going to think, “So what?”
Less is More: Does Your Wellness Communication Pass the Scan Test?
The average attention span of Americans today is roughly the time it has taken you to read this sentence. “You only have a minute to gain their attention” is an incorrect maxim. You actually have about 2.7 seconds.
And then you have to keep their interest so they can act upon your communication? That’s not easy, to say the least. You’re trying to reach employees at the same time they’re updating a file while also instant messaging with a co-worker while also straightening up their desk while also listening to a conference call.
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