Nailing communication isn’t just about saying the right thing — it’s about saying it at the right time. This post breaks down planning into a smart, no-fluff framework that every team can use to clarify the messaging and timing of communication to ensure maximum impact.
Communication is the cornerstone of every business. Say the right thing at the right time, and you can build trust, spark momentum and shape how people see your brand. Miss the mark, and you risk confusion, frustration or worse — losing your audience altogether.
It’s not just what you communicate that matters — when you speak up can be just as critical. Asking the right questions upfront helps ensure your message lands with clarity, purpose and perfect timing.
What to communicate
Five simple questions can serve as your filter for almost any form of communication, allowing you to define your goals and refine your message for maximum impact.
- Why do you want to say something? Identify your purpose.
- Who do you want to inform? Clarify your audience(s).
- What do you want them to know? Define your message.
- What do you want them to do once they know? Outline the desired response.
- How are you going to tell them? Plan out tactics.
When to communicate
Timing is everything. Before you press send, stop and consider whether the situation warrants or requires a response using the following questions.
- Will those who matter to us expect us to do or say something now?
- Will silence be seen as indifference?
- Do our core audiences need reinforcement that we care?
- Are others speaking about us now, shaping the perception of us among those who matter to us?
- If we wait to communicate, will we lose the ability to influence the outcome?
- Is there anything unclear or missing in our communications?
- Do we anticipate not being able to meet our audiences’ expectations?
If the answer to any of the questions above is “yes,” it’s time to communicate. If the answer to all of the questions above is “no,” prepare your response and monitor the situation until one of the answers becomes “yes.”
The final check
Before sending your message, consider the following:
- Are our values clearly communicated?
- Is the message clear? Should we adjust it to ensure effectiveness?
- Are we doing what our core audiences expect? If not, what do we need to do or communicate to meet expectations?
Just as your external messaging shapes public perception, your internal communication builds trust, alignment and culture from the inside out. Being intentional about what you share and when you share it helps keep your teams informed, engaged and confident in the direction you’re heading — especially during moments of change or uncertainty. Get that right, and your employees will become your strongest advocates.
Need help crafting your message or identifying the best time to share it? Email us at info@kwicomm.com.
