Here's how to resonate with readers when communicating on an internal platform like Jive:
First, tackle the big questions.
What is the article about? Make sure your topic has broad appeal.
Who is involved? Who should know about it?
When did/will it happen?
Where did/will it happen?
Why did/will it happen?
How did/will it happen?
Next, consider the purpose.
What’s the one key message? In other words, what do you want readers to remember after they’ve read it?
Why should they know about it and how will it affect them or their work? What do you want them to do after they’ve read it? And most importantly, why should they care?
Add a fresh perspective.
When crafting a message, don’t forget to consider your angle. Is there a something special about this message that will hook readers and make it stand out? Consider putting content into context by framing it with anecdotes or personal experiences.
Now, add the detail.
If you want them to take action, spell out what you want them to do.
Who (if anyone) should be quoted? What message should he or she convey?
Are there others who should be quoted or acknowledged? If so, either mention them or provide a list at the end.
Sum it all up.
Sometimes it’s easier to write the piece first and add the headline afterward. And sometimes, writing the headline first helps you formulate your message and organize your content. No matter the order you write them in, be sure to include:
- a headline that captures the essence of the message,
- a subhead that adds more detail, or
- a synopsis that sums up the content in one to three sentences.
Do a clean sweep.
Once your draft is done, edit for extraneous words and nonessential information. Your readers are busy, so the simpler—and shorter—the better.
Finally, add the visuals.
If you have relevant photos or videos, don't forget to include them.