The Myth of 'Make it Pretty': Understanding the Misconceptions Surrounding Internal Communication Professionals
In over a decade as a communication professional, I've encountered one particular request that never fails to disappoint me: "Make it pretty." This seemingly innocuous phrase has been echoed countless times throughout my career. And I'm not alone in this sentiment. Almost every marketing and communication professional I know has encountered this phrase, sometimes even on a daily basis. While it's crucial to approach these requests with a positive mindset, it can be challenging to overlook the underlying frustration they represent.
The phrase "make it pretty" embodies a common misconception about the role of marketing and communication professionals. It reduces our responsibilities to mere aesthetics, disregarding the many other essential factors that make up effective communication.
Although visual appeal is undeniably important in communication, it represents just one facet of a comprehensive communication strategy. True communication professionals go beyond surface-level beauty and consider a range of crucial elements, including the following:
Deep Understanding of the Target Audience—Effective communication starts with knowing who the intended recipients are. By gaining insights into their preferences, needs, and behaviors, we can tailor our strategies to resonate with the target audience on a deeper level.
Message Clarity—Clear, concise messaging is at the heart of successful communication. It's our responsibility to ensure that the intended message is communicated in a way that is easily understood and leaves no room for ambiguity.
Brand Consistency—Consistency is key in building strong, recognizable brands. We play a crucial role in maintaining brand guidelines across all channels and materials, ensuring that every piece of communication aligns with the brand's identity.
Readability—In an era packed with information, readability is paramount. Whether it's an email, newsletter article, or Slack post, we should prioritize making content easily digestible and engaging for the audience.
Usability—Communication extends beyond the realm of visual aesthetics. It encompasses user experience and interface design. By considering usability, we ensure that our communication tools and platforms are intuitive, user-friendly, and foster efficient interactions.
Accessibility—Inclusive communication is essential. We must ensure that our materials are accessible to individuals with disabilities, accounting for factors such as visual impairments, hearing impairments, and cognitive limitations.
By educating clients and stakeholders about these aspects of our role, we can foster a deeper understanding and appreciation for the breadth of our contributions. We can shift the narrative from merely "making it pretty" to building effective communication strategies that drive meaningful outcomes.
