An overview of quick tips and tricks to make your communications strategy land and work effectively.

audiences respond to defensiveness and euphemism far more negatively than they respond to an admission of fault. If people already know something went wrong, telling them it didn't, or that it wasn't that serious, doesn't reassure them. It irritates them.

When a campaign lands badly, the instinct is to ask who signed it off. The real answer says more about how approval systems work than about any one person's judgement.