Do some communications matter more than others? Well…yes.
There’s the big speech by the CEO to the industry group that positions you as a leader.
The message to employees that cutbacks are coming, but we need to continue to focus on the mission.
The blog series explaining your position on emerging industry standards.
The news release that expresses how this technology will change the market.
The employee magazine article on the new line of business…that has to inspire without disheartening those that work on the old stuff.
The customer letter announcing elimination of support for discontinued SKUs.
The whitepaper for the technology crowd.
The email to the disgruntled customer.
The conversations with reporter and bloggers on your latest news.
The online app that you hope goes viral.
The response to the Twitter user who wonders why no one is picking up your phones.
The quarterly earnings report.
The answer to the question, “So, what do you do?”
The invitation to join a user group.
The letter that closes a plant, or cuts back on the health plan.
The words that guide and inspire visitors to the new website.
The email to the latest potential “whale” of a prospect.
The product ad.
The investor presentation on your startup as the ‘next big thing’.
The analyst interview.
The how-to tips for the weekly podcast.
The copy on the packaging…
Maybe a better question would be, “Which communications don’t matter?”