During the course of my career, I have found that helping stakeholders understand the role communicators play stands foremost among the obstacles in communicating an idea.
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Most often clients are unaware of the effort and process involved in translating a brief into a creative approach.
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With communication considered subjective to a point – everyone does have an opinion on the colors, the tone of voice, the communication pitch and usage of imagery; I feel there is a scope for internal communicators to assert their competency and expert viewpoint.
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Though this confidence comes with time and practice, clearly defining the role of the stakeholder in a review process enables a healthier discussion. For example, while debriefing the client on the background and strategic intent, it may make sense to invite their views on messages communicated, any business sensitivities and cultural innuendoes which may exist in the creative. This provides a narrower window for the client to reflect upon and opens up opportunities to have a purposeful discussion.
