In 2012, I left a thriving career in Washington, DC to move back to my native state of South Carolina. Apart from family and friends, a driving factor in my decision to move back to South Carolina was my desire to be able to make an impact in my community.

Looking back, it’s hard to believe that Columbia has been my home for nearly a decade. When I first moved to Columbia, I had a handful of personal relationships, but very few professional relationships. Nevertheless, I was determined to hit the ground running and get involved.

I quickly sought out individuals and organizations I aligned with to see how I could be engaged in the community outside of my job. My involvement with local organizations allowed me to not only build my network in Columbia but also strengthen my skill sets. One organization gave me public speaking opportunities while another organization helped me learn patience as I aided an elementary student with reading. Each experience helping me grow as an individual, both personally and professionally.

Due to my steady commitment to one organization, in particular, I’m proud to share that I am chairing the Board of Directors of the Columbia Chamber this year. The Chamber matches my personal interests of wanting to make a difference for my community while also complimenting my professional interest in helping businesses succeed. As I look back on my decision to move back to South Carolina to try to make a difference, I’m beyond grateful for the friends and mentors who have encouraged and guided me along the way allowing me the opportunity to serve in this capacity.

So, my plea to you is to get involved in your local community! Some people choose to get involved through elected office, while others give back through their churches. Whatever your outlet, get in the arena and you will realize you get way more out of it than you give.

Here are a few things to consider when deciding whether to engage:

• Are you passionate about the organization?
• Can you commit time to the organization?
• What talent or attribute could you bring to the organization?

My friends in development have taught me that giving back is not just about providing financial resources, it’s more about sharing your time and your talent. I hope you will join me in giving back to your community!

Delivering a great client or customer experience isn’t as simple as it sounds. Professionals who deliver services to either businesses or individuals may assume there is only one way to do it “right.”  While there may be standards and best practices, an exceptional experience is based on the client’s perception – not yours – but you can indeed affect how your clients and customers feel when they work with you.  After all, their experience isn’t just about the outcome, it’s about the process.

With that in mind, start a project the right way by talking your client about their expectations and preferences.  Ask about their timelines, when they want to see updates, how often they want communication, and how best to communicate (phone, zoom, in person, text). Clients can be lost and won on the basis of responsiveness, so make sure you know how quickly they expect return phone calls and emails.

These seemingly small details add up to how your services are perceived. You were hired because you are skilled in the service you provide, but never forget that you are not the only option. Competitors are ready and willing to take your place if the experience is subpar – even if your services are excellent.

Communication is always critical, so consider using some time (free of charge) to interview your client and ask how things are going. These periodic check-ins will serve you well in two very important ways. First, you will be able to troubleshoot any small issues before they become big ones and give you an opportunity for correction. Second, the client’s experience is enhanced because you cared enough to ask for honest feedback, and your quick efforts to improve will be remembered.

If you’ve ever heard the term “it’s not about you,” it definitely applies here. Confidence in your company’s expertise does not directly translate into “the right way” unless you and your client are in agreement on the expectations.  Establish those early, check in often, and when you have a happy client in the end, the referrals will follow.

Your website is the digital face of your organization or campaign. Though funds may be lower than desired for your web design, this is not an area where you should skimp when it comes to price or time. Well-designed sites are more trustworthy.  People are more likely to stay on your site and learn your story as well as contribute financially if they feel they can trust your organization.

Our tips for a trustworthy site:

Keep it Simple:

• Don’t clutter your site with tons of random pictures
• Use no more than 3 fonts (only use 2 if you can get away with it)
• Don’t go crazy with your color scheme. Your scheme and palette should reflect your mood as an organization. Need ideas? Adobe can help you with that.
• Make sure your navigation is easy to both find and use.

Show Your Purpose:

Why do you want people to get involved in your organization? Why should they buy your product or invest in your services? Put this information upfront and center, don’t hide it away!

Keep Your Site Current:

No one likes finding outdated information when they are searching for contacts and events. Make sure your website’s information is up to date. This includes regularly editing bios, pictures, and calendars as well as making sure there are no broken links throughout your site. Being as up to date as possible will make your organization or company current, and in turn visitors will be more trusting of the information you are providing.

Show Your Personality:

Don’t forget, as this is your organization’s digital “face,” to show off your personality! Use imagery and color schemes that best represent your team and work culture.  Don’t be afraid to have fun, but always make sure that whatever additions or edits you make to your website should still stay true to the tone of your organization’s mission.

Communication is often at the core of many dilemmas or disagreements, whether personal or professional. At NP Strategy, we personalize in professional communications issues and help our clients find solutions to complex problems. Effective communication with media, stakeholders and business partners can impact your success. However, dealing with press conferences or media relations on a day-to-day basis won’t always solve your communication troubles – sometimes the messaging needs to occur within your company.

Internal communication is the function responsible for effective communication among participants within an organization. If the messaging does not line up within an organization, it will be hard to sell a united front message to the outside (media, stakeholders, etc.).

Building a strong, internal communications culture is vital to the success of team members, which leads to the overall success of an organization.

Here are three ways to build your internal messaging:

1. Engage employees: If leadership sees that communication is just gossip or toxicity around the water cooler, it is time to identify the gaps between the current vision and what the employees are actually feeling. Through anonymous surveys or small meetings employees will have the chance to have their voice heard and leadership can gain a true understanding of what needs to change.

2. Metrics: We monitor metrics for clients, but do we monitor them internally? If leadership is sending out multiple emails a day that employees do not read; there is a problem. Monitor the metrics and then discuss if pivoting to a different method is better. Weekly team calls or in-person meetings with a defined agenda can provide weekly messaging without bombarding an inbox.

3. Focus on the Message: Don’t get frustrated with pivoting and the reworking of internal communications. However, don’t lose sight of your company’s core mission and vision. Stay true to your foundation, and lead with clear and open communication.

Strong internal communication leads to even stronger external communication. The impact on your company will be positive and sustainable. Never be afraid to get back to the basics and grow the messaging from the ground up. Your staff will engage better with you and each other.

Dr. Seuss once said, “The writer who breeds more words than he needs is making a chore for the reader who reads.” Simply put, superfluous pieces are a one-way ticket to decreased engagement. Readers are looking for a few things – usually based on the who, what, when, where and why. These are the important details – tread lightly with anything extra.

Since grade school, we’ve been conditioned to believe that more is better. From word count to page number requirements, we’ve developed “fluffing” habits. Truth is, fluff is not equal to detail. Furthermore, it is distracting. Where readers should be gaining valuable information, they get caught in a whirlwind of hyperboles and anecdotes. Sure, when used appropriately, literary devices can be entertaining and help to craft a beautiful message, but just like everything else in life, there is a time and place for them. Here are a few tips on how to keep your audience engaged through concise writing.

Don’t get caught up with fancy language

When reading for leisure, readers will appreciate not having to think too hard. You don’t have to write on a third-grade level to be relatable, but keep it simple where you can. Avoiding jargon-heavy writing is best, too.

Edit, edit and edit again

The revision process helps you eliminate unnecessary information and consolidate your thoughts. Constant reiteration falls on deaf ears, so stating your point succinctly is the way to go.

Put yourself in the reader’s shoes

Consider your audience demographics. Are they on the go? Even if they’re not, would you want to read a dissertation to get basic information?

Don’t use the conclusion as a summary

Eliminate redundancy by making the big point with your conclusion. No need to reiterate the same points you made previously.

It’s no secret that our nation is increasingly diverse. In fact, groups that once were considered minorities, now represent the majority of our population. With that in mind, what does “inclusive content” mean? Simply put, it is content that serves and resonates with many people with different characteristics, backgrounds, and identities. It is content that truly reflects the diverse communities that make up the world we live in.

There are a few steps you can take to make your audience read, listen and see content that makes them say “yes, this brand is speaking to me, I can relate with this, and I can consider what they are offering.”

Acknowledge the many faces of diversity

As the old saying goes, there is no “one size fits all” approach. Diversity means a lot more than gender and ethnicity – it includes age, location, sexual orientation, socio-economic position, learning abilities, and beyond. Besides, more often than not, audiences are not homogeneous groups.

Revise tone and language

Keep empathy, context, and nuance top of mind when drafting your message. Show your audience that you recognize their unique characteristics, values, and personal journeys.

If you are trying to reach a specific group who prefers another language that’s not English, go beyond the simple translation of content. Authentic and personalized content will help you better connect with your audience. After coming up with a phrase, caption or slogan, put yourself in your audience’s shoes to understand how it could be interpreted.

Representation

Have you ever had trouble relating to ads, TV, or other media because it told stories of people with lives that were vastly different from your own? If so, you’re not alone. Now, imagine what a differentiator it would be if your content incorporated real and diverse voices.  If you are thoughtful about the images, videos, and visuals that represent your brand, you will make people feel empowered and heard.

Crafting inclusive and relatable content isn’t an easy task. But when you do it transparently and genuinely, it will have a powerful impact on your brand, employees, customers, and the community.

What makes good storytelling in a video?  

Since the invention of cameras, communicating through video remains a go-to method to tell stories, entertain or share a message. Now, with short attention spans and the internet age, communicators continue to rely on video storytelling as a compelling and creative way to set their organization apart. Telling a story through video is an excellent way to highlight your mission or the great work your organization is doing. Once you have the means to produce a video, it’s important to know what makes quality storytelling through video.

A compelling story goes beyond the dry announcement-type videos that involve the use of a teleprompter. Sometimes that style makes the most sense in a situation, but don’t underestimate the power of good storytelling. Humans are hardwired for stories. We have told, listened to and connected over stories since the beginning of time.

A story requires the right interview subjects.

A great story will capture emotions, create an experience and connect your viewer emotionally to the character. As we learned in journalism school, a storyteller wants to connect with a “real” person, AKA the “character” of the story, rather than solely officials. Without that compelling character, your story is not relatable and bland. For example, say we are sharing about a new internship program at a company that gives high school students a glimpse into the real world. It doesn’t hurt to hear from the CEO or program director to give the facts and benefits of the program, but don’t stop there. If you want to connect with your viewers on a deeper level, let’s hear from the students themselves.

Get personal: Ask thought-provoking questions that go a layer deeper.

Storytellers want to capture and share the characters’ personalities and emotions. In this example, questions may look like this: What were your thoughts starting this program for the first time? Talk about what you’ve learned and how you’ve been personally stretched. How does this experience launch you toward your next step?

Remember the basics.

Amid an ever-changing technology landscape, storytelling basics have never changed. Whether you realize it or not, we all know storytelling 101. You see it in your favorite movies and TV shows. What makes a good story is the initial buildup to the climax, conflict, heartbreak, or victory. We’re not talking about making a big movie production here, but the principles remain because they hold the viewers’ attention and draw them in. We, as storytellers, want to know our characters’ backstory – where they come from, how their lives have changed, etc.

Capture people in their element.

We’re talking video here, so the visuals deserve as much attention as do the interviews. Powerful interviews must be accompanied by powerful images. Visual storytellers are looking for opportunities to capture their characters in their element. We want candid, transparent moments to open the viewer to their world. A good videographer/storyteller will make it feel as if the viewer is there in the room.

The point is to capture a narrative that helps tell a bigger story. In my experience as a journalist, it can take some people time to warm up depending on how comfortable they are in front of a camera. But remember, everyone has a story waiting to be told. The good news is, our team of former journalists is here to help subjects feel comfortable and natural on camera. We are equipped and ready to hear your story and craft it into a compelling masterpiece that moves your business goals forward.