In today’s fast-paced world, where messages are blasted through multiple channels and audiences are inundated with content, effective communication isn’t just about being loud. It’s about being listened to, being understood and making your message matter. At Cookson Communications, we know that communication done well begins well before you hit “send” or step up to a stage.
As Senior Account Manager, Jennifer Sperazzo, discussed in her last blog, Behind the Scenes: The Art of Managing Accounts and Relationships, communication shapes what others believe about you. What a powerful reminder that thoughtful communication doesn’t just convey information – it influences perception and drives action.
Here are five considerations that guide our approach and can help you, whether you’re leading an organization, working on a project or simply trying to strategically connect with your target audience.
1. Respond quickly when an issue arises
When a communication challenge or opportunity presents itself, the first move is to engage – not because you have all the answers right away, but because you’re committed to being there as a partner. We build 24/7 readiness into our client services because we know in sectors like education and healthcare, situations don’t wait for business hours. Responding quickly helps build trust and lets you steer rather than simply react.
2. Be a good listener first
Before you craft any message, you must understand the landscape. What’s the challenge or opportunity? What’s the back-story? Who’s the audience and what do they really care about? Too often, organizations jump straight to standard messaging or templates. We resist that at Cookson. With new clients, we break the work into planning and then implementation, because you can’t implement effectively until you’ve done the proper due diligence – which includes careful listening.
3. Do your homework
Listening opens the door, but research and preparation fill the room. Whether it’s digging into relevant data, exploring competitive context, asking questions or anticipating how timing might affect your message, you need to be informed. In a 24/7 news environment, surprises are expensive. Preparation isn’t just about preventing mistakes – it’s about positioning your message with confidence.
4. Be authentic in your response
People can spot rote, cookie-cutter communication a mile away. Especially now, as AI tools enable rapid message generation, the human element matters more than ever. Authenticity means reflecting what you’ve heard, done and learned. It means speaking in a tone that aligns with your audience—and if you’re constrained by legal or privacy considerations, acknowledging that clearly. Authentic communication builds credibility. No comment or avoidance does not.
5. Follow up as needed
Communication isn’t a one-and-done task. After an interview, a speech, an announcement or a crisis, you need to check back in. What feedback did you receive? What loose ends remain? What needs adjusting next time? Follow-up is often overlooked, but it’s what turns a message into momentum and a channel into a relationship.
One final note: these five considerations apply just as much internally as they do externally. If you’re in a leadership role, prioritizing internal communications is non-negotiable. Poor internal communication isn’t a mere hiccup – it can become a drain on morale, clarity and even culture.
At Cookson, we apply these practices in all our work and we’d welcome a conversation about how they might serve your organization too. Because at the end of the day, good communication isn’t just about being heard, it’s about being meaningful.
