The biggest challenge in strategic communication is the balance between the illusion of knowledge and the curse of knowledge. The key to effective communication is a strategic approach that enables the exchange of information, building trust, and inspiring engagement.
Many people believe they already understand everything there is to know about communication.
Maybe they do.
However, if their communication isn’t yielding the desired outcomes, it indicates that they are genuinely unsure of how to proceed. It means there is more to learn. There is always more to learn and more to do.
What is the illusion of knowledge, and how does an effective communication strategy respond to it?
A common psychological tendency known as “confirmation bias” is the tendency for people to ignore or disregard data contradicting their current ideas or beliefs in favor of those ones. This bias, which often results in distorted conclusions, can affect how we understand news, statistics, or even personal events. If someone feels a certain health cure works, for instance, they might solely focus on success tales and ignore evidence demonstrating otherwise. Making more objective conclusions necessitates an awareness of confirmation bias, as it allows us to challenge our own presumptions and seek out multiple points of view.
How does a communication strategy help to combat the curse of knowledge?
The curse of knowledge is a cognitive bias when those who are knowledgeable in a topic find it difficult to relate to others less familiar since they have trouble imagining what it’s like not to know it. In teaching, presenting, or writing, this can be troublesome since professionals could think their audience knows ideas they are truly foreign. For instance, a scientist might utilize jargon confusing non-experts to communicate difficult ideas. Overcoming the curse of knowledge calls both empathy and honest communication to guarantee that knowledge is available to everybody.
A smart communication strategy based on VISIBLE principles acknowledges this tendency and crafts the contents, tactics, and actions accordingly.
When you choose to work with me, you benefit from the expertise of a senior communication professional dedicated to your cause. You will be able to tap into a wealth of knowledge and expertise acquired over many years to facilitate and expedite your progress.
Together, we craft a content strategy grounded in the VISIBLE principles, with an understanding that it applies to a multi-channel approach:
Values-driven: Reflect your core values consistently across all channels. Ensure that the messages you convey receive recognition and value.
Impactful: Create a real and measurable impact, both online and offline.
Sustainable: Build a lasting presence in the digital, online, and offline spaces.
Informed by science: Use data and research to develop both online and offline strategies.
Behavioral: Understanding and influencing audience behavior across all channels.
Learning: Continuously adapt and grow, integrating lessons from all channels.
Entrepreneurial: Embrace innovation and seize opportunities, both online and offline.
These ideas will guide our replicable content strategy to increase your visibility and establish your expertise as thought leaders across digital, online, and offline media, so greatly enhancing your chances of attracting the attention and support your cause so merits.